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"Product placement or brand placement describes the integration of a product or a brand into a film, televised series, and other types of entertainment programming for promotional purposes. Product placement, as a variant of sponsorship, encompasses hybrid forms of promotion within mediated entertainment that share on main feature: the promotional intent is not made explicit but is ostensibly presented as a part of the dramatic entertainment. Little academic research to date has been conducted to study consumer attitude toward product placement in the form of webisode branded entertainment and their impact to advertisement attitude, brand image and purchase intention. Previous research regarding attitude towards product placement has shown that several antecedents were involved in shaping the brand attitude and purchase intention, including attitude towards the actor, attitude towards the character, attitude towards the movie, fit between the actor and brand, fit between character and brand and fit between movie and brand.Tropicana Slim Stevia marketing strategy that integrates webisode as a form of branded entertainment and traditional advertisement create potential research for this topic. The research used survey method in this research to investigate the attitude antecedents that form brand attitude and purchase intention in an integrated marketing campaign that involves product placement (in form of webisode) and traditional advertising (in form of television advertisement). The research analyzed the primary data gathered using structural equation modeling (SEM) to investigate the relationships that may or may not happen from the proposed research model. The result of this research shows that attitude towards product placement has the highest influence on brand attitude, while attitude towards character has very high influence on attitude towards advertisement. There is also a positive relationship found between attitude towards webisode and television advertisement, proving the impact of webisode in shaping consumer advertisement attitude in a digital and traditional media convergence."

"ABSTRAKJurnal ini bertujuan untuk menganalisis unsur pragmatik, yaitu implikatur percakapan dan pelanggaran maksim yang terdapat pada web drama Gogh rsquo;s Starry Night. Metode penelitian yang digunakan adalah metode penelitian kualitatif dengan teknik kajian pustaka. Manusia sebagai makhluk sosial berinteraksi menggunakan bahasa yang merupakan sarana efektif untuk berkomunikasi satu sama lain. Dalam praktiknya, penutur bahasa banyak menggunakan implikatur dan pelanggaran maksim untuk mencapai tujuan tertentu dan menyampaikan maksud tertentu secara tidak langsung. Karakter-karakter pada drama Gogh rsquo;s Starry Night banyak menggunakan implikatur percakapan dan melakukan pelanggaran maksim demi mencapai tujuan yang diinginkan. Pelanggaran maksim yang dilakukan oleh tokoh-tokoh pada drama ini berupa flouting a maxim dan violating a maxim, serta pelanggaran pada maksim relevansi, maksim pelaksanaan, dan maksim kuantitas, dilakukan untuk mengecoh dan menyenangkan mitra tutur, serta untuk menyampaikan maksud yang ingin disampaikan tanpa perlu mengatakannya secara langsung.

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ABSTRACTThis journal focuses on analyzing the pragmatic elements, which are the conversational implicature and violation of maxims, from dialogues used in Gogh rsquo s Starry Night. This journal uses qualitative method with the technique of literature review. As social beings, humans are interacting with language, which is an effective way to communicate with one another. In real life, speakers use a lot of implications and maxim violations to achieve certain goals or to deliver their intentions indirectly. Characters in Gogh rsquo s Starry Night use a lot of conversational implicatures and violating maxims to attain those goals. Maxim violations which are used by the characters on this drama such as flouting a maxim, violating a maxim, and the violation of maxim of relevance, maxim of manner, and maxim of quantity, are used to deceive and satisfy the hearer, or to tell the truth without saying it directly."