Analisis Iklan Parfum Prancis Multinational dari Perspektif Visual dengan Pendekatan Multimodal
DOI:
https://doi.org/10.38035/jim.v4i4.1294Keywords:
analisis multimodal, makna visual, simbolisme, periklanan, parfum Prancis, identitas merekAbstract
Penelitian ini menganalisis iklan parfum Prancis multinasional dengan fokus pada bagaimana elemen-elemen multimodal seperti gambar, warna, suara, dan simbolisme bekerja secara terpadu dalam membentuk makna visual, serta peran masing-masing elemen dalam penyampaian pesan. Latar belakang penelitian ini adalah pemahaman bahwa iklan parfum tidak hanya menyampaikan informasi produk, tetapi juga membangun citra merek, identitas budaya, dan pengalaman emosional. Metode penelitian yang digunakan adalah analisis konten dengan pendekatan multimodal terhadap sepuluh iklan parfum yang dirilis dalam lima tahun terakhir. Hasil penelitian menunjukkan bahwa makna visual terbentuk melalui interaksi saling melengkapi antara elemen-elemen multimodal, di mana gambar membentuk narasi dan identitas, warna membangkitkan asosiasi emosional, suara menciptakan suasana, dan simbolisme menghadirkan makna abstrak yang mendalam. Sinergi ini menghasilkan pesan visual yang estetis, kuat secara emosional, dan kaya nilai kultural. Kesimpulannya, pendekatan multimodal terbukti efektif dalam memperkuat daya persuasif iklan parfum, sekaligus mempertegas perannya sebagai media komunikasi visual yang mampu menyampaikan pengalaman sensorik dan citra merek secara menyeluruh.
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