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All Journal VisArt: Jurnal Seni Rupa dan Design
Mukhsin Patriansah
Program Studi Desain Komunikasi Visual, Fakultas Ilmu Pemerintahan dan Budaya, Universitas Indo Global Mandiri Palembang, indonesia

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Strategi Komunikasi Pemasaran Melalui Pesan Visual Dan Verbal Pada Iklan Dana Tahun 2019 Putri Rossiyani Rezeki; Mutiara Ramadani; Mukhsin Patriansah
VisArt: Jurnal Seni Rupa dan Design Vol. 4 No. 1 (2026): VisART : Jurnal Seni Rupa & Desain
Publisher : Penerbit dan Percetakan, CV. Picmotiv

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61930/visart.v4i1.1627

Abstract

This study aims to analyze the visual and verbal messages contained in DANA's 2019 advertisement as a digital marketing communication medium. The research employed a descriptive qualitative method using visual communication analysis and the AIDA (Attention, Interest, Desire, Action) model. Data were collected through observation of the DANA advertisement video uploaded on YouTube and supported by relevant literature studies. The findings indicate that visual messages are conveyed through the dominant use of blue color as brand identity, simple typography, cheerful character expressions, and depictions of daily transaction activities that represent ease of use. Meanwhile, verbal messages are communicated through narration and slogans emphasizing speed, security, and convenience in digital transactions. The combination of visual and verbal messages successfully builds DANA's image as a modern, reliable, and user-friendly digital wallet service. The study concludes that DANA's 2019 advertisement effectively communicates its message to audiences and strengthens brand identity in the digital financial technology industry
Analisis Strategi Iklan Royco “Formula Baru Dengan Rasa Ayam 50% Lebih Kuat” Tahun 2024 Dalam Menarik Perhatian Konsumen Marcella Dea Yunike; M. Rehan Mayandri; Diva Nasywa Ramadhani; Mukhsin Patriansah
VisArt: Jurnal Seni Rupa dan Design Vol. 4 No. 1 (2026): VisART : Jurnal Seni Rupa & Desain
Publisher : Penerbit dan Percetakan, CV. Picmotiv

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61930/visart.v4i1.1660

Abstract

This study begins with the problem of how the Royco advertisement version "New Formula with 50% Stronger Chicken Flavor! Makes Different Hands, Same Taste!" attracts consumers' attention through the visual and verbal elements displayed. This study uses a qualitative method with a descriptive approach. The analysis was carried out by describing the elements of the advertisement, such as visuals, color, and narrative, then examining their role in each stage of AIDA. Data were obtained through observations of the Royco advertisement version "New Formula with 50% Stronger Chicken Flavor! Makes Different Hands, Same Taste!" in 2024. The results show that the Royco advertisement successfully implemented the AIDA model effectively through appetizing food visuals, clear product messages, and memorable slogans. Saussure's semiotic analysis shows that the color, packaging, character expressions, and the claim "50% Stronger Chicken Flavor" contain meanings that strengthen the product's image as a practical, delicious, and trusted cooking spice. The conclusion of the study shows that the Royco advertisement version "New Formula with 50% Stronger Chicken Flavor! Makes Different Hands, Same Taste!" Royco is effective in attracting consumer attention through the application of the AIDA model and the use of meaningful visual and verbal cues. These elements successfully build a product image that is delicious, practical, and high-quality, and encourage consumer interest in using and purchasing Royco products
Analisis Strategi Kreatif Pada Iklan Pocari Sweat Ramadhan Oleh Fadil Jaidi Dan Pak Muh 2025 Hesti Munira; Amelia Zahara; Mukhsin Patriansah
VisArt: Jurnal Seni Rupa dan Design Vol. 4 No. 1 (2026): VisART : Jurnal Seni Rupa & Desain
Publisher : Penerbit dan Percetakan, CV. Picmotiv

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61930/visart.v4i1.1696

Abstract

This study analyzes the Creative strategy employed in the 2025 Ramadan advertisement of Pocari Sweat featuring influencer Fadil Jaidi and his father, Pak Muh, produced by Dentsu Creative Indonesia. The advertisement, entitled “Cairan Tubuh Bocor, Emang Bikin Horor” (Leaking Body Fluids Is Truly Horrifying), adopts a horror-comedy approach that has rarely been utilized in Ramadan-themed advertising in Indonesia. This research employs a qualitative descriptive method with a descriptive approach. The analysis begins with a description of the advertising elements, including the advertiser, message, media, target audience, and consumer response. Furthermore, the study examines the visual and verbal messages contained in the advertisement and applies the AIDA model as the analytical framework. The findings indicate that the use of horror genre parody combined with familiar influencer figures successfully generated high audience attention, achieving 108 million views and 659,000 engagements across various digital platforms within one week of its release. The advertising message is delivered through humor and cultural references that reinforce the brand positioning of “Ion Tahan Bocor” (Leak-Proof Ions). The study concludes that a Creative disruption strategy through the combination of genre blending and influencer marketing is effective in increasing brand awareness and consumer purchase intention during the Ramadan period
Co-Authors Amelia Zahara Diva Nasywa Ramadhani Hesti Munira M. Rehan Mayandri Marcella Dea Yunike Mutiara Ramadani Putri Rossiyani Rezeki