ONLINE MARKETING CAMPAIGN TO REDUCE ALCOHOL CONSUMPTION ACCIDENTS

Abstract

The objectives of this research were 1) to analyze contents in online marketing campaign media to reduce accidents caused by alcohol consumption, 2) to study the audience's perception in online marketing communication campaigns in order to reduce accidents from alcohol consumption. This qualitative study methods included content analysis: looking at film narration, fear appeal and focus group discussion 50 people. The finding revealed that 1) the contents that appear in advertisements published in online media consisted of the theme and plot, which they were a campaign to reduce drunk driving , to reduce accidents. They started from being drunk and losing consciousness which caused accidents, assigned character to a normal person, using a street scene in dark tones, giving a feeling of gloom and despair. They used special symbols and images of road accidents, such as the image of a car losing control, broken car windshield images. It also used a narrative perspective from the first person who was directly affecting in the accident because they wanted to show the feeling of character and emotion in the film, where the narrative style was a simulation of real life events, to convey that drunk driving accidents might be happen anytime and anywhere for fear motives. It was the fear of losing both life and property, that might be happen to anyone. 2) Most viewers perceived the main idea of ​​the advertisement that wanted to communicate negatively. There were advertising media in campaigns like this, because they wanted to emphasize those who drunk alcohol and drove a vehicle that affected to the road accidents that might happen to anyone and anytimes and realized awareness  for illegal actions.