ANALYSIS OF VISUAL ELEMENTS AND RESPONSES OF GENERATIONS Z ON INDOESKRIM ADVERTISING VIDEO

Abstrak

ABSTRACT
Advertisement is used to promote a product or service to the people and community.
Video advertisement is primarily a choice as a media to promote these products. This study
aims to analyze one particular advertising media in a form of video used by Indofood ice
cream. Examining and analyzing the responses from the Indonesian Generation Z on that
advertisement 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 four participants to further explore the effectiveness of the visual
elements from the perspective from 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