Audience Perspective, Fun Message, Online Media Commercial Impressions with Interpretative Phenomenological Analysis Method

ABSTRACT:Objective: This research is motivated by the world situation, all countries are squirming out of economic stagnation. The commercial message is a moving symbol of the industry. Post-pandemic, commercial messages show their creativity to look more attractive. Commercial messages on the one hand are needed to find information on products and services. Commercial messaging is also needed in providing alternative options. In the midst of the dense frequency and intensity of impressions, commercial messages are able to compete with other media content. On the other hand, some people avoid commercial messages with skip behavior, because commercial messages are considered annoying and boring. Others enjoy commercial messaging as entertaining and fun content. There are viewers who want a commercial message but some who don’t. method: The research uncovered pleasant commercial messages. A pleasant message will create an effective commercial message because the commercial message is able to be conveyed to the viewer. Commercial messages were studied with phenomenological analysis as a method from Smith. Results: The messages as findings are proposed by presenting a different angle from previous research studies, namely the aspect of phenomenological interpretative analysis.Implication: This research builds awareness and understanding for the public about commercial message advertising, which is fun, continues to be seen, the message is conveyed and to support marketing success.Conclusions: Marketers understand people’s preference for today’s busy world but they need brands and lifestyles

KEYWORD : Message, commercial, Fun, Online Media.