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All Journal Pendas : Jurnah Ilmiah Pendidikan Dasar
Dhana Mulyawan, Puan
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IMPLEMENTASI FIVE C'S OF CINEMATOGRAPHY OLEH DIRECTOR OF PHOTOGRAPHY DALAM PRODUKSI VIDEO IKLAN PROMOSI APARTEMEN VASAKA SOLTERRA Dhana Mulyawan, Puan; Alfi Rahmawati
Pendas : Jurnal Ilmiah Pendidikan Dasar Vol. 11 No. 02 (2026): Volume 11 No. 2, Juni 2026 Publish
Publisher : Program Studi Pendidikan Guru Sekolah Dasar FKIP Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jp.v11i02.49173

Abstract

The increasingly competitive property industry in Indonesia has prompted developers to adopt more effective marketing communication strategies through digital promotional video production. This study aims to describe the implementation of the Five C's of Cinematography by the Director of Photography in the production of promotional videos for Vasaka Solterra apartment. Using a qualitative descriptive approach, data were collected through active participation, systematic observation, and literature review. Two purposively selected videos were analyzed using the Five C's of Cinematography framework, encompassing camera angles, close-ups/shot size, composition, continuity, and cutting. The findings indicate that all five elements were applied variably according to each video's communicative approach, collectively contributing to visual quality that supports the effectiveness of property promotional messages on social media.
Co-Authors Alfi Rahmawati