Content analysis of the moral message of Grab ads edition “Naik Grab, gak ada kata telat buat kejar apa aja”

Aidil Akbar Simorangkir, Eka Anisa

Abstract


Grab is an online transportation service company that uses YouTube as a promotional medium with one of its advertisements edition "Naik Grab, Gak Ada Kata Telat Buat Kejar Apa Aja". Grab ads do not directly only offer its products, but Grab displays advertisements with a series of life stories that are closely related to people's lives. This study aims to find out the moral message in Grab advertisements. This research is a qualitative content analysis research. The data used is Grab's 2023 edition of the "Naik Grab, Gak Ada Kata Telat Buat Kejar Apa Aja" edition downloaded from YouTube. Data collection techniques are carried out by observation, documentation and literature study. Data analysis techniques in this study include data reduction, data presentation and data verification. Then from the results of the analysis, researchers get various moral messages contained in Grab advertisements. The results showed that the Grab ad edition "Naik Grab, Gak Ada Kata Telat Buat Kejar Apa Aja" conveys moral messages including the first individual moral message consisting of hard work, optimism, and responsibility. The second is social morals or human relations with the social environment, namely affection. In advertising, Grab as a whole is more likely to convey an individual's moral message or human relationship with oneself.

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DOI: https://doi.org/10.12928/sylection.v3i1.14010

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