Analysis of BCA Bank Customer Reception Toward the Content of BCA Bank’s Advertisement Message “Don’t Know Kasih No!”
Analisis Resepsi Nasabah Bank BCA Terhadap Isi Pesan Iklan Bank BCA “Don’t Know? Kasih No!”
DOI:
https://doi.org/10.21070/ups.8499Keywords:
Reception Theory, Phising Ads, Digital CommunicationAbstract
The advancement of digital technology raises the risk of cybercrime. This study aims to determine how BCA Bank customers in Sidoarjo interpret the message in the advertisement "Don't Know? Give No!" using Stuart Hall's reception theory. The study was conducted using a qualitative descriptive method through in-depth interviews with ten informants selected purposively. The results showed that most informants were in a negotiating position, that is, they understood and accepted the core message but with a critical interpretation regarding the choice of language, visual appearance, and comedic elements. Meanwhile, four informants were in a dominant position that fully accepted the message according to the advertiser's goals, and no informants occupied an oppositional position. These findings indicate that the message in the advertisement was quite successful in increasing public awareness of phishing, although it still needs improvement to be more easily accepted by all groups.
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