THE ROLE OF PERSUASIVE COMMUNICATION IN TELEVISION ADVERTISING REJECT THE WIND IN IMPROVING BRAND IMAGE

Abstract

Researchers aimed to investigate the role of persuasive communication in Tolak Angin
television advertising in improving brand image. This study used a qualitative approach using
AIDA Theory (Attention, Interest, Decision, Action) by interviewing three informants from
different backgrounds, namely an entrepreneur, an academic lecturer, and a journalist and
entrepreneur. The results showed that Tolak Angin television advertisements used the tagline
"Smart People Drink Tolak Angin" with endorser figures who have the image of smart, modern,
and successful people to help consumers understand the benefits of the product. The research
provides insight for marketers and advertisers on how to use persuasive communication in
television advertising to improve brand image.