WULAN MAULIDA PRATIWI Primary Author AMINAH AGUSTINAH, M. ANT Editor mixed material bibliography UNPI CIANJUR Fikom UNPI language_name

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ABSTRACT Wulan Maulida Pratiwi. 2024. Communication Studies Program, Faculty of Communication Sciences, University of Putra Indonesia. Audience Perception of Brand Placement in the Transformers Film Series from the Perspective of the Elaboration Likelihood Model. Advisory Committee: Destiana Husnul Chotimah, M.I. Kom., and Dr. Astri Dwi Andriani, M.I. Kom. Brand placement has become a prominent strategy within Integrated Marketing Communication (IMC) to address consumer resistance to conventional advertising. The Transformers film series was selected for this study due to its success in integrating brand placement with the film's narrative content. This research aims to explore audience perceptions of brand placement in the Transformers film series through the lens of the Elaboration Likelihood Model. The study employs a qualitative descriptive method with a case study approach involving students from Universitas Putra Indonesia, where data were collected through systematic film analysis and semi-structured interviews. The findings reveal that brand placement in the Transformers series leverages strong visual and narrative impacts to capture audience attention. In relation to this, the audience demonstrates high brand awareness, with prominence, frequency of appearance, and brand familiarity playing significant roles in their cognitive responses. Brand placements were also perceived as relevant to the film's theme and effective in enhancing realism, particularly through the alignment between automotive products and robot characters. Overall, the brand placement in these films received positive evaluations from the audience. From the perspective of the Elaboration Likelihood Model, it was found that the audience exhibited varying levels of elaboration in processing the brand placements, depending on their motivation and ability to process the information. Keywords: Brand placement, audience perception, Transformers, Elaboration 000 Perpustakaan Universitas Putra Indonesia Library Management System 000 WUL p 208100005s location_name (SF.2) 000 WUL p 10327 2025-01-20 10:58:42 2025-01-20 10:58:42 machine generated