This paper aims to review the hierarchy of effects models in advertising, especially the well-known model, AIDA (Attention, Interest, Desire, and Action). Since its introduction by Lewis (1900) and generally attributed in the marketing and advertising literature by Strong (1925), the concept of AIDA's hierarchy of effects model has been used by many researchers, both academicians and practitioners. The model is used to measure the effect of an advertisement. However, the development of information technology has radically changed the way of how people communicate and socialize; as well as a paradigm shift from product-oriented marketing to consumer-oriented marketing or people-oriented marketing. Therefore, the variables in the hierarchy of effects model needs to be updated in respond to the latest developments in the notice of public power as consumer audience. Based on deep literature review and reflective method, this paper introduces a new developed concept of hierarchy of effects model that was adopted from AIDA's hierarchy of effects model, namely: AISDALSLove (Attention, Interest, Search, Desire, Action, Like/dislike, Share, and Love/ hate). A lot of interesting advertisings were born not only from unexpected creative concept, but was also executed with advanced final touch or crafting.Similarly with the power of strategy which is not as simple as before, for which to inform and persuade people to buy the product. Now, advertising is also used for a more meaningful purpose, which is building the brand and attaching values, either tangible or intangible so that the consumers become loyal and even love or have a sense of belonging to the brand. Advertising / 73 -85 International Research Journal of Business Studies vol. V no. 01 (2012) 2011). Hence whatever the form or communication activities that are directed to create perceptions or certain meanings toward something (product, person, institution, etc.), then it can be defined as advertising.In short, modern advertising is strategic communication that aims to accomplish something -to create impact, by which we mean a certain consumer response, such as understanding information or persuading someone to do something (Moriarty et al., 2009: 55). To achieve that consumer response, an advertising strategy is driven by objectives (statements of desired consumer response), and these objectives can be measured to determine whether the advertising was effective. -77 --76 - Advertising / 73 -85 International Research Journal of Business Studies vol. V no. 01 (2012) Lavidge and Steiner (1961) and Wells et al. (1965) were also trying to represent the communication process in their hierarchy models as shown below. Bambang Sukma Wijaya / The Development of Hierarchy of Effects Model inLavidge and Steiner believed that advertising was an investment in a long-term process that moved consumers over time through a variety of stair-step stages, beginning with product 'unawareness' and moving ultimately to actual purchase (Barry & Howard, 1990: 99). Theref...

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The rise of online media makes us now everyday are bombarded by a number of online news content which are sometimes unethical and illogical. Without considering the adverse effects it causes, the media continue to treat news consumers with inappropriate content. News consumers as if hypnotized to 'dance' following the rhythm of that impropriety. How do news consumers, especially in Indonesia, think and behave towards the issue? This paper captures the voices of consumers and reviews their judgements regarding the ethical and logical discourse of the news provided by online media. Research was conducted in two stages. The first stage was a qualitative approach through in-depth interviews with five active online news readers. The results identify three aspects related to unethical content: verbal, visual and news styles. Meanwhile, three other aspects concern issues of unethical news context, namely placement, links and news layout. The aspects related to illogical news refer to the issues of accuracy, coherency, and manipulation. The findings in the first stage serve as a basis for examining which aspects are the most concern for consumers in the second stage through a quantitative-descriptive approach involving 287 respondents. The results show that verbal and news styles, links and manipulation are the most dominant issues among consumers. Responding to the inappropriate news, consumers tend to perceive the media negatively, label it 'abal-abal' or fake and unprofessional, even blacklist it as prohibited media.

ABSTRAK ABSTRACTThe study of branded reality show is still very limited, especially in the perspective of discursive psychoanalysis. In fact, the phenomenon of reality show is currently growing in the television industry, so brands are inspired to create similar programs. This paper aims to analyze the desire and pleasure of success are presented and disclosed by branded reality show 'Diplomat Success Challenge' on a national TV channel in Indonesia. Using discursive psychoanalysis method in the Lacanian perspective, author found that participants in the 'Diplomat Success Challenge' saw competitors (other participants) as 'other' in imaginary phase which is the object of desire in having the pleasure of success, while the audience used the praticipants as reflection of their desire and pleasure of success. There are two tendencies of the spectatorship style in responding to the discourse. In one hand the audiences tend to be more emphatic and figural, while on the other hand they tend to be more logic and systematic. In addition, the desire and pleasure of success in the 'Diplomat Success Challenge' becomes a powerful discourse that alienated negative issues related to the Diplomat as a tobacco product brand. Thus, the politics of reality through a discourse of Humaniora, Vol. 27, No. 1 Februari 2015: 027-041 28 success in the branded reality show has successfully infiltrated into the subconscious and control the public consciousness.