Analisis Daya Tarik Emosional dalam Iklan Sepatu Louboutin Menggunakan Metode Content Analysis
DOI:
https://doi.org/10.38035/jim.v5i1.1797Keywords:
analisis daya tarik emosional iklan, sepatu Louboutin, analisis konten, semiotika, elemen visualAbstract
Penelitian ini bertujuan untuk mendeskripsikan representasi visual dan pesan dalam iklan sepatu Louboutin serta menganalisis peran unsur visual seperti warna, komposisi, dan model dalam menciptakan daya tarik emosional. Iklan dipandang bukan sekadar media promosi, melainkan alat untuk membangun citra merek dan hubungan emosional yang membedakan produk dari kompetitor. Menggunakan metode content analysis (analisis isi) dengan pendekatan semiotika Roland Barthes dan Ferdinand de Saussure, penelitian ini mengkaji hubungan antara penanda (signifier) dan petanda (signified) pada elemen-elemen iklan. Data utama bersumber dari iklan Louboutin di media cetak dan digital selama satu tahun terakhir. Teknik pengumpulan data dilakukan melalui dokumentasi dan observasi menggunakan kartu data untuk mencatat unsur visual (warna merah, pose model, tata letak) dan verbal (slogan, deskripsi produk). Analisis dilakukan melalui proses pengkodean untuk mengungkap makna denotatif dan konotatif yang membangkitkan emosi seperti kepercayaan diri, sensualitas, dan kemewahan. Hasil penelitian diharapkan memberikan manfaat akademis dalam ranah komunikasi periklanan serta manfaat praktis bagi pelaku pemasaran dalam merancang iklan yang persuasif.
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