REACHING THE YOUTH HEART BY SWITCHING TV ADS TO YOUTUBE

Abstract

TV ads have more mass coverage than any other types of promotion. However, for young audiences, YouTube has more viewers than TV. The purpose of this study is to describe how young people choose YouTube to seek information including watching TV ads (TVC) and how these studied ads fit into their hearts as a life lesson. The concept used is audience awareness and theory of intimacy. The research method is post positivistic interpretative method through the construction of social reality in YouTube. The study was conducted for 6 months involving two students as the research assistants who interviewed a number of their friends. They found the two most-watched ads those are Go-Jek and Mentos Ads. The results show that young people are more aware of a product because they watch ads on YouTube rather than on TV. In addition, TV ads are also able to give a new paradigm about how to live life and even a child can become a mentor for adult man in an intimacy process to a young woman in a cafe. In these two ads, cross-cultural communication happens that lasted harmonic and across the generation.