ANALYSIS OF VISUAL ELEMENTS AND RESPONSES OF GENERATIONS Z ON COCA-COLA “THE GREAT MEAL” ADVERTISING VIDEO

Authors

  • I Made Verdy Natha Biantara Putera
  • Rai Gilang Atmadhi
  • Ni Putu Raka Laksmi Arpin
  • Putu Chrisma Dewi
  • Putu Chris Susanto

DOI:

https://doi.org/10.36002/snts.v4i0.1701

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

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Published

2022-02-15

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. https://doi.org/10.36002/snts.v4i0.1701

Issue

Vol. 4 (2021): PROSIDING SINTESA

Section

Articles

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