THE CREATIVE APPROACH USED IN FAST FOOD ADVERTISEMENTS ON THE INTERNET

Abstract

This research analyses the creative approaches used in fast food advertisements on the internet, the creative approach which is the most frequently used in the advertisements, and the rationale of the creative approach which is the most frequently used in the advertisements.

Based on data analysis results, in chapter four, it is found that three creative approaches are used in fast food advertisements on the internet. They are  dogmatic, reason why, and emotional. Emotional approach is the creative approach which is the most frequently used in the fast food advertisements. The rationale of the use of the approach is that the emotional approach gives advertisers the way to persuade the readers to use emotive words which can attract the readers' interest or attention to buy a product.