ANALYSIS OF VISUAL ELEMENTS AND RESPONSES OF GENERATIONS Z ON COCA-COLA “THE GREAT MEAL” ADVERTISING VIDEO
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Feb 15, 2022
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I Made Verdy Natha Biantara Putera
Rai Gilang Atmadhi
Ni Putu Raka Laksmi Arpin
Putu Chrisma Dewi
Putu Chris Susanto
Abstract
ABSTRACT
Since this COVID-19 pandemic, many companies are trying to make
advertising videos related to the current situation, one of them is a big company
that produces soft drinks, Coca-Cola. This research aims to analyze the visual
elements of Coca-Cola’s “The Great Meal” advertising video (2020). The visual
analysis was conducted by using Kress and van Leeuwen‘s theory of visual
grammar from the point of view, angle, and narration of the video. Subsequently,
the authors compare the analysis with the responses from four participants
(Generation Z) using the video elicitation interview method to see if Indonesian
Generation Z participants fully understand the messages or moral values conveyed
by Coca-Cola’s “The Great Meal” advertising video. From this study, it can be
concluded the Coca-Cola advertising video has fulfilled the cognitive purpose that it
seeks to convey and hoped to be able to increase the awareness of other people
regarding the brand.
Keywords: video advertising, visual elements, generation Z, visual grammar,
Covid-19 Pandemic
Since this COVID-19 pandemic, many companies are trying to make
advertising videos related to the current situation, one of them is a big company
that produces soft drinks, Coca-Cola. This research aims to analyze the visual
elements of Coca-Cola’s “The Great Meal” advertising video (2020). The visual
analysis was conducted by using Kress and van Leeuwen‘s theory of visual
grammar from the point of view, angle, and narration of the video. Subsequently,
the authors compare the analysis with the responses from four participants
(Generation Z) using the video elicitation interview method to see if Indonesian
Generation Z participants fully understand the messages or moral values conveyed
by Coca-Cola’s “The Great Meal” advertising video. From this study, it can be
concluded the Coca-Cola advertising video has fulfilled the cognitive purpose that it
seeks to convey and hoped to be able to increase the awareness of other people
regarding the brand.
Keywords: video advertising, visual elements, generation Z, visual grammar,
Covid-19 Pandemic
Article Details
How to Cite
Putera, I. M. V. N. B., Atmadhi, R. G., Laksmi Arpin, N. P. R., Dewi, P. C., & Susanto, P. C. (2022). ANALYSIS OF VISUAL ELEMENTS AND RESPONSES OF GENERATIONS Z ON COCA-COLA “THE GREAT MEAL” ADVERTISING VIDEO. Seminar Ilmiah Nasional Teknologi, Sains, Dan Sosial Humaniora (SINTESA), 4. Retrieved from https://jurnal.undhirabali.ac.id/index.php/sintesa/article/view/1701
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