PERAN COPYWRITER PADA PRODUKSI IKLAN KOMERSIAL AMRTA APPAREL

Abstract

Commercial advertisements are an effective promotional medium for introducing products and building brand awareness amid fierce competition in the apparel industry. Strategies involving audio, visual, and audiovisual elements are chosen because they are capable of reaching a wide audience in the digital age. This study aims to describe the role of copywriters in the production process of Amrta Apparel's commercial advertisements, from concept formulation to the delivery of promotional messages in digital media. The research method was carried out in three main stages. In the pre-production stage, activities included observation, data collection, creative idea development, and script writing. The production stage included shooting, audio recording, and visual design in accordance with the concept. Meanwhile, the post-production stage focused on editing, audio-visual arrangement, and finalization of the work for display on social media.

The result of this final project is a commercial advertisement in audio, visual, and audiovisual formats with the theme “Jersey Performance in All Lines.” All works successfully showcase the advantages of Amrta Apparel products and increase the brand's appeal to the audience. The role of the copywriter has greatly contributed to the success of commercial advertisement production, particularly in developing creative concepts and promotional messages that are in line with current digital trends and market needs.