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"[ ABSTRAKBerawal dari pengalaman penulis yang memiliki adik di usia balita dan gemar menontontelevisi. Penulis berinisiatif untuk mengetahui lebih lanjut bagaimana dampak dan efek dariiklan yang tidak sesuai dengan etika periklanan. Etika Pariwara Indonesia (EPI) merupakanpedoman dari periklanan dan sebagai pengontrol sosial di dunia periklanan yangseharusnya dipatuhi. Gerry merupakan salah satu snack yang memiliki varian yang banyakdan juga memiliki banyak versi iklan. Dua versi iklan yang akan dianalisis oleh penulisadalah Gerry Bischoc Berhadiah Angry Bird, dan Gerry Pasta Versi Mencari Gerry Pastadi Dapur. Pada kedua Iklan ini ditemukan beberapa pelanggaran Etika Pariwara Indonesiaserta jika ditinjau pada Cognitive Response Model memiliki dampak yang signifikan kepadakhalayak yang dituju oleh iklan ini. Dalam teori tersebut dijelaskan pola perilaku konsumendalam menerima iklan hingga tindakan membeli. Hal tersebut berkaitan dengan penulisan iniyang menganalisis pola seorang anakyang masih memiliki daya rengek (pester power)kepada orang tuanya untuk mendorong membelikan suatu produk.

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ABSTRACT

Starting from the experience of the authors has a toddler age sister and likes to watch

television. The author took the initiative to find out more about what is the impact and effects

of advertising that does not comply with the ethics of advertising. Indonesia Advertising

Ethics (Etika Pariwara Indonesia/EPI) as a guideline of advertising and as social control in

the world of advertising that should be obeyed by advertising practitioner. Gerry is a brand

that has a lot of variants and also has a lot of versions of ads. Two versions of the ad that will

be analyzed by the authors is “Gerry Bischoc - Berhadiah Angry Birds”, and “Gerry Pasta –

Mencari Gerry Pasta di Dapur”. In both ads were found several violations of Ethics and if

this case were evaluated on Cognitive Response Model has a significant impact on the

intended audience of this ad.This is related to this paper is to analyze the buying pattern of a

child who has a pester power to his parents and could encourage parents to buy a product.;Starting from the experience of the authors has a toddler age sister and likes to watch

television. The author took the initiative to find out more about what is the impact and effects

of advertising that does not comply with the ethics of advertising. Indonesia Advertising

Ethics (Etika Pariwara Indonesia/EPI) as a guideline of advertising and as social control in

the world of advertising that should be obeyed by advertising practitioner. Gerry is a brand

that has a lot of variants and also has a lot of versions of ads. Two versions of the ad that will

be analyzed by the authors is “Gerry Bischoc - Berhadiah Angry Birds”, and “Gerry Pasta –

Mencari Gerry Pasta di Dapur”. In both ads were found several violations of Ethics and if

this case were evaluated on Cognitive Response Model has a significant impact on the

intended audience of this ad.This is related to this paper is to analyze the buying pattern of a

child who has a pester power to his parents and could encourage parents to buy a product., Starting from the experience of the authors has a toddler age sister and likes to watch

television. The author took the initiative to find out more about what is the impact and effects

of advertising that does not comply with the ethics of advertising. Indonesia Advertising

Ethics (Etika Pariwara Indonesia/EPI) as a guideline of advertising and as social control in

the world of advertising that should be obeyed by advertising practitioner. Gerry is a brand

that has a lot of variants and also has a lot of versions of ads. Two versions of the ad that will

be analyzed by the authors is “Gerry Bischoc - Berhadiah Angry Birds”, and “Gerry Pasta –

Mencari Gerry Pasta di Dapur”. In both ads were found several violations of Ethics and if

this case were evaluated on Cognitive Response Model has a significant impact on the

intended audience of this ad.This is related to this paper is to analyze the buying pattern of a

child who has a pester power to his parents and could encourage parents to buy a product.]"