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All Journal Jurnal Sains Informatika Terapan (JSIT) Indonesian Journal of Visual Culture, Design, and Cinema (IJVCDC)
Migotuwio, Namuri
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Arts Humanities Computer Science & IT Control & Systems Engineering Education Electrical & Electronics Engineering Languange, Linguistic, Communication & Media Social Sciences

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Sensuality Representation Of Guinness Dark Beer Advertising Migotuwio, Namuri; Ika Indrayati, Refita; Wisnu Wijaya, P.G.
Indonesian Journal of Visual Culture, Design, and Cinema Vol. 2 No. 2 (2023): Indonesian Journal of Visual Culture, Design, and Cinema
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/ijvcdc.v2i2.10750

Abstract

This study examines the rhetorical meaning of "stout" dark beer advertising photos with the Guinness trademark presented with a sensuality approach. Roland Barthes' semiotics is used to reveal symbolic meaning in advertising. In addition, to explain the concept of secrecy and the psychological aspects implied in the advertisement elaborated using Lacan's psychoanalytic theory. Based on an in-depth analysis, it was concluded that the sensuality approach through bodily on Guinness dark beer advertising posters was considered in line with the spirit of the company that wanted to present an elegant, masculine impression and able to accommodate the cultural spirit of patriarchal society in Ireland and the world. In addition, the use of legs and the use of black are considered to be able to represent the history of the slave trade in Ireland and express the discourse of sensuality that developed in the country. Visualization with digital imaging techniques is a bridge to the ideological conflict between sensuality as a concept that is still considered taboo by society and advertising as a medium for commodification of Guinness products.
Instrumentasi Viralitas Pada Konten Digital Marketing Migotuwio, Namuri; Giovanni, Talitha Athaya; Prayogi, Rendy
Jurnal Sains Informatika Terapan Vol. 4 No. 2 (2025): Jurnal Sains Informatika Terapan (Juni, 2025)
Publisher : Riset Sinergi Indonesia (RISINDO)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62357/jsit.v4i2.553

Abstract

This research is motivated by the importance of the vitality of digital marketing content in optimizing promotion and advertising processes, which has been proven to increase sales. Along with the rising use of social media, the production of digital marketing videos has also grown significantly. This study aims to formulate visual instruments in digital marketing video content to achieve an optimal level of virality. The research method employed is qualitative, utilizing content analysis techniques on three advertisements: Marjan’s "Baruna Sang Penjaga Samudera" Part 2 (2023), BCA’s "Don't Know? Kasih No!" (2023), and Livin' by Mandiri’s "Ramadhan" (2025). The analysis integrates graphic design theory with Rebecca Lieb’s Content Marketing framework. The results reveal that to produce viral digital marketing video content, several key elements must be fulfilled: the design should remain consistent with the brand’s visual identity; the use of celebrities, comedy, and representations of everyday life serve as effective approaches; medium shot dominance with 2–3 second cut-to-cut transitions, and brand visuals displayed approximately every 50 seconds, constitute the recommended pattern. Furthermore, storytelling based on contemporary culture that offers solutions to consumer problems, combined with distribution through social media platforms with high engagement levels, has been proven to enhance content virality.
Co-Authors Giovanni, Talitha Athaya Ika Indrayati, Refita Prayogi, Rendy Wisnu Wijaya, P.G.