ANALYSIS OF VISUAL ELEMENTS AND RESPONSES OF GENERATIONS Z ON LAMBORGHINI COMMERCIAL VIDEO

Abstract

ABSTRACT
Video advertising is a form of advertisement for a product or service that uses video
to expand the product. Video advertising is general because it is interesting and
memorable for the public. This study aims to analyze one particular advertising
media in the form of video used by Lamborghini brand of automobile manufacturer
depicting everyday life using visual grammar analysis, and to examine the
responses of Indonesian Generation Z on that video using a descriptive
qualitative approach. In addition to analysis of visual grammar using the analysis tools
by Kress and van Leeuwen, video elicitation interviews were conducted with five
participants to further explore the effectiveness of the visual elements from the
perspective of Generation Z using the Hierarchy of Effects model of determining
advertising effectiveness, paying close attention to the response on the meaningfulness
of the visual advertising campaign.
Keywords: video advertising, visual elements, generation z, visual grammar, photo
elicitation