A Comprehensive Analysis Of The Aida Model In The Adem Sari Advertisement “Not Feeling Well? Sore Throat? Mouth Ulcers? Internal Heat? Cool Down With Adem Sari!”
Abstract
Increasing public awareness of health has driven the development of the herbal beverage and health product industry in Indonesia. One of the health complaints frequently encountered in daily life is internal heat, which is characterized by symptoms such as mouth ulcers, dry throat, and acne. This condition is generally perceived as a form of imbalance in body heat, so people tend to seek solutions that are considered fast, practical, and safe. In this context, advertising plays an important role in constructing understanding and influencing consumer purchasing decisions. This study aims to analyze the application of the AIDA (Attention, Interest, Desire, Action) model in the Adem Sari advertisement with the slogan "Not feeling well? Sore throat? Mouth ulcers? Internal heat? Cool it down with Adem Sari!" as an effort to understand the persuasive message strategy used by the brand. The research method used is descriptive qualitative with a content analysis and semiotic approach. Data were obtained through documentation of advertising videos and supporting literature related to marketing communication theory and consumer behavior. The results of the study indicate that the advertisement successfully attracted the audience's attention through metaphorical visuals of heartburn, built interest by showing a practical product presentation process, fostered desire by highlighting the sensation of freshness through the image of a waterfall, and encouraged action through a short, clear, and memorable call to action. These findings indicate that the message structure in the advertisement is in accordance with the AIDA framework and is effective in influencing consumer perceptions and purchasing tendencies. Practically, this research can be a reference for the development of marketing communication strategies for other herbal products.
Keywords: AIDA; marketing communications; advertising; herbal drinks; consumer behavior.
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HUMANIS (Humanities, Management and Science Proceedings) is a national peer reviewed and open access journal that publishes significant and important research from all area of agroindustry.
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