KOMUNIKASI PERSUASIF IKLAN LAYANAN MASYARAKAT DI TELEVISI TENTANG EDUKASI KANKER

Abstract

Cancer is the one of the highest killers in the world. In Indonesia, the prevalence of this disease
is increasing from year to year. To reduce the number of cancer patients, the Ministry of Health
has a variety of efforts, such as education to the public through Public Service Announcement
(PSA) on television. PSA is needed primarily to mobilize the community to change behavior to
a more positive direction as desired by the communicator. It takes proper persuasive
communication so that the PSA can perform its function to influence people to change their
behavior in a positive direction. This persuasive effort becomes interesting to be studied
considering persuasive communication is related to various aspects, such as attitude, behavior
and knowledge of target audience.
In the context of cancer education, persuasive communication is needed to convince people to
be more concerned about cancer by implementing a healthy lifestyle so that cancer can be
prevented. This study aims to find how persuasive communication in cancer education PSA
could support behavior change in society. The research method used is case study using
qualitative descriptive, trough data collection procedure of FGD (Focus Group Discussion).
The research was conducted in Cirendeu, Ciputat. Data survey was obtained from the students
of the University of Muhammadiyah Jakarta who became informers. The data is analyzed
qualitatively which is then interpreted and presented in the form of a description or narrative
followed by conducted theoretical interpretation to give meaning to the result of the research
that has been done.
Result of this study indicates that behavior of the target audience towards the PSA is quite
positive. Some of informants like the storyline and animation aproach, but the weakness is the
information in the PSAis less detailed. Information in persuasive communication of PSA seeks
to change the pattern of community to be healthier where early examination or detection is
needed as a form of prevention. Through PSA, public awareness of cancer can be increased to
persuade people to be willing to prevent cancer.

Keywords: Persuasive Communication, Public Service Ads, Cancer Education