Strategi Copywriting Dalam Iklan “Kejujuran” di Suara Edukasi Jakarta

Copywriting Strategy in the 'Honesty' Advertisement on Suara Edukasi Jakarta

Abstract

Introduction: Writing in an advertisement needs to pay attention to language and imagery in order to appeal to consumers. This differs from advertisements on the radio. Radio ads can only rely on words or grammar. Intonation and pronunciation play a crucial role in conveying the intended message of the advertisement. In this context, copywriting strategy becomes very important in creating an effective advertisement. Therefore, this study aims to identify the elements contained in copywriting strategies and explore how the value of “honesty” is implemented in advertising copywriting techniques at Radio Suara Edukasi.

Methods: The method used in this research is a descriptive qualitative method, while the nature of the research is a case study. Data collection techniques include interviews, observation, and the collection of secondary data.

Results: The results of this study conclude that language is a key element in the copywriting techniques of the “honesty” advertisement at Radio Suara Edukasi. The language used must avoid sensitive content (SARA) and should be easily understood—for example, by using everyday language. There are no fixed rules for implementing “honesty” in copywriting at Suara Edukasi; copywriters are given creative freedom in the process.

Discussion: In conclusion, the copywriting strategy that emphasizes honesty at Radio Suara Edukasi is strongly influenced by the use of clear, accessible language. Although there are no strict guidelines, the choice of words, tone, and message delivery reflect the copywriter’s insight and experience. This flexibility allows for authentic and effective communication with the audience.