Kajian Bentuk Visual Iklan (Studi Kasus Iklan Oreo Versi Bayangkan Kuberi Oreo Saat Ramadhan)

Authors

  • Annas Marzuki Sulaiman UDINUS SEMARANG

DOI:

https://doi.org/10.33633/andharupa.v2i02.1182

Abstract

AbstrakTujuan dari penelitian ini adalah untuk mengetahui dan menganalisis bentuk visual dalam iklan Oreo versi “Bayangkan Kuberi Oreo Saat Ramadhan†di televisi dengan menggunakan pendekatan Estetika Media Terapan. Dari analisis yang telah dilakukan berdasarkan kontekstual visual iklan yang membagi elemen gambar menjadi lima elemen yaitu: cahaya dan warna, ruang dua-dimensi, ruang tiga-dimensi, waktu/gerakan, dan suara. Iklan Oreo “Versi Bayangkan Ku Beri Oreo Saat Ramadhan†menggambarkan bahwa Oreo sebagai brand yang sangat akrab dengan konsumen, menghadirkan momen Ramadhan yang istimewa dengan saling berbagi menikmati keajaiban dan membangkitkan kembali jiwa kanak-kanak. Pada akhir iklan terdapat adegan yang menunjukkan bahwa iklan Oreo versi ramadhan bagian dari kampanye iklan global yang sudah ada yaitu "Berbagi Keajaiban". Selain itu, Iklan Oreo Versi Ramadhan ini merupakan jenis pengingat (reminder advertising), tujuannya untuk memberitahu pelanggan tentang keberadaan merek oreo yang menawarkan karakteristik dan penggunaan yang sama. Kata Kunci: iklan, televisi, Oreo, Estetika, Ramadhan  AbstractThe purpose of this study was to determine and analyze the visual form in the Oreo ads version  “Imagine Me Give Oreo During Ramadhan" on television by using the approach of Applied Media Aesthetics. From the analysis has been done based on contextual visual ads that divides the picture elements of video ads in five elements namely: light and color, the space of two-dimensional, three-dimensional space, time/motion and sound. The Oreo ads version "Imagine Me Give Oreo During Ramadhan" illustrates that the Oreo as a brand is very familiar with the consumers, presenting the moment of Ramadan special by sharing experience the magic and rekindle the spirit of childhood. At the end of the ads is contained scenes show that this Ramadhan version Oreo ads is part of a global advertising campaign that already exists is "Sharing Miracles". In addition, this Ramadhan version Oreo ads is a kind reminder (reminders advertising), aim to inform customers about the existence of Oreo brand still offers characteristics, and the same usage. Keywords: advertising, television, Oreo, Aesthetic, Ramadhan

References

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Published

2024-07-04

Issue

Vol. 2 No. 02 (2016): August 2016

Section

Articles

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Copyright (c) 2016 ANDHARUPA: Jurnal Desain Komunikasi Visual & Multimedia

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