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All Journal Dinamika Bahasa dan Budaya Paramasastra: Jurnal Ilmiah Bahasa Sastra dan Pembelajarannya New Language Dimensions Proceeding ISETH (International Summit on Science, Technology, and Humanity)
Dian Rivia Himmawati
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Humanities Computer Science & IT Education Engineering Languange, Linguistic, Communication & Media Library & Information Science Medicine & Pharmacology Social Sciences Other

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Journal : New Language Dimensions

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A Semiotic Analysis of IKEA’s Visual Metaphors: Exploring the Symbolic Language of Advertising Almaghribi, Iflichul Arif; Himmawati, Dian Rivia
New Language Dimensions Vol. 5 No. 2 (2024): New Language Dimensions, December 2024
Publisher : English Department, Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/nld.v5n2.p135-147

Abstract

IKEA tend to uses creative and innovative way in advertising to attract the audience’s attention, such as visual metaphor. Even though it is unique and interesting, this advertisement requires a slogan as a textual element to convey its message. This study aims to identify the meanings and the types of the visual metaphor in the advertisements. It uses qualitative method which the subjects are the utterances of selected IKEA visual metaphor advertisements by using documentation from the internet as the data collection technique. The result of this study is the types of visual metaphor that mostly occur are fusion, which has a more favorable influence in the context of advertising compared to other forms of visual metaphor. Furthermore, researcher found that visual metaphor is simply a visualization of figure of speech that can be utilized as marketing strategy because it has probabilities in visual communication such as attracts audiences’ attention, leaves a lasting impact, gives a positive attitude towards the advertisement, makes the sense of curiosity, and increases company’s reputation.
Co-Authors Almaghribi, Iflichul Arif Anzaska, Lidwine Dewi, Sheellviana Sheellviana Dewi