Humanisasi Otomotif dalam Iklan Mobil Vw Caravelle

Wijaya, Bambang Sukma (2011) Humanisasi Otomotif dalam Iklan Mobil Vw Caravelle. Jurnal Ilmu dan Seni Ultimart, Vol.04 (02). pp. 120-125. ISSN 1979-0716

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VW Caravelle ad is unique because it does not follow the standard or style of car advertising commonly, which tend to accentuate the visual of a car or car’s features in large sizes. Instead of communicating the product benefits loudly and directly (hard sell), VW Caravelle ads take the “high-risk pathway” by highlighting the symbols of expressions or human body language kinetics without visual of car (or its features). Using semiotics theory of Morris and kinetics theory of Birdwhistell, the meanings of messages in 2 (two) versions of VW Caravelle ad, i.e. “bulging eyes” version and “toothless” version were revealed in detail and comprehensively. Revealed, the unusual way of delivering message is actually part of the VW brand culture that tends to intelligently communicate to their customers which is mostly upper class community. Perceived quality that has been established is making VW Caravelle can more freely explore the messages of product benefits indirectly (soft sell) and challenge the intellectuality of message recipients. By using symbolism and kinetics associations, VW Caravelle is also trying to “turn on” the inanimate objects and rigid product like cars. Thus, expression of human touch in the ads makes the VW Caravelle looks being product that is more than just an ordinary car.

Item Type: Article
Uncontrolled Keywords: Humanisasi, VW Caravelle, Teori Semiotika Morris, Kinesika Birdwhistell, Bahasa Tu-buh
Subjects: Business > Advertising
Marketing > Advertising

Marketing > Branding (Marketing)
Divisions: Fakultas Ekonomi dan Ilmu Sosial > Program Studi Ilmu Komunikasi
Depositing User: Ali Syahbana
Date Deposited: 28 Jul 2016 07:11
Last Modified: 28 Jul 2016 07:11

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