TINJAUAN TERHADAP ASPEK DRAMATIK IKLAN RADIO

Dramatic aspect is very important to build an appropriate radio advertisement and the role of theater art in the making is necessary. Radio advertisement assumed as very short radio drama, only in a matter of second in duration. Nevertheless, as same as radio drama, a radio advertisement has a structure such as characterization, plot, theme, setting, and dialog as well, where the dramatic aspect of radio advertisement occurred. It contains conflict as the essence of drama, suspense, and foreshadowing. From fifteen sample of radio advertisement, it found that theme is not identical with the advertized product. The ads using linear plot, characterization and setting is not always clear due to the limited time available to explain the characterization and setting in question. In general, radio advertisement using non-formal language. The dramatic aspect of an advertisement is very important since it where the advertisement able to attract its audience. To achieve such dramatic attraction, conflict is build based on theme with the dialog or monolog. Furthermore, suspense and foreshadowing often appear altogether. Words or sentences to express foreshadowing, often speak out in certain pattern, which create suspense. Theoretical understanding and practical exercises of the theatre happen to be very useful in the making of radio advertisement. The theoretical aspect of the theatre, such as playwriting and text analysis can used in preparing the advertisement's text, while the practical one, such as breathing exercise, vocal, and audio acting is needed in creating the ready on air radio advertisement. Key words: dramatic aspect, advertisement's structure, plot, characterization, theme, setting, dialog, conflict, foreshadowing, suspense.