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All Journal Arty: Jurnal Seni Rupa International Journal of Research Innovation and Entrepreneurship
Aina, Salma Qurrotu
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Fashion Marketing on Instagram Platform Aina, Salma Qurrotu
International Journal of Research Innovation and Entrepreneurship Vol 2 No 1 (2021): June 2021
Publisher : Universitas Negeri Semarang

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Abstract

Fashion photography that was previously distributed through printed media such as magazines, is now also distributed online through social media such as Instagram. Seeing this change in trends, this study aims to examine the form, visual appeal, and messages conveyed by fashion photography in Instagram’s content. This study used a descriptive qualitative research approach with a visual analysis methods. Observations and interviews were used for the data collection, sourced from fashion marketing accounts on Instagram, and from other Instagram users with photography and fashion education backgrounds. The results showed that the form of fashion marketing photography varied depending on the concepts and products being sold. Photos that were unique, different, and use good compositions were favored by the followers. Each photo had its own theme and message concept. In addition, each photo showed that anyone can look cool and attractive if they use the fashion products shown in the photos. So, the fashion photography used in Instagram content should look unique and different, with good photographic composition, as well as easy-to-understand messages.
FASHION PHOTOGRAPHY ON INSTAGRAM: A STUDY OF VISUAL ATTRACTION AND MESSAGES DELIVERED Aina, Salma Qurrotu
Arty: Jurnal Seni Rupa Vol 11 No 2 (2022): Regular Issue
Publisher : Jurusan Seni Rupa Fakultas Bahasa dan Seni

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15294/arty.v11i2.53871

Abstract

Fashion photography that was previously distributed through printed media such as magazines, is now also distributed online through social media such as Instagram. Seeing these developments, this study aims to examine the form, visual appeal, and messages conveyed by fashion photography in Instagram’s content. This study uses a descriptive qualitative research approach with analysis of visual methods. Observations and interviews were used for data collection, sourced from fashion marketing accounts on Instagram, and from other Instagram users with photography and fashion education backgrounds. The results show that the form of fashion marketing photography varies depending on the concept and product being sold. Photos that are unique, different, and use good compositions are favored by the participants. Each photo has its own theme and message concept, but each photo shows that anyone can look cool and attractive if they use the fashion products shown in the photos. So, the fashion photography used in Instagram content should look unique and different, with good photographic composition, and easy-to-understand messages.
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