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All Journal Jobmark: Journal of Branding and Marketing Communication
Ismawati, Mala
Unknown Affiliation
Arts Humanities Decision Sciences, Operations Research & Management Languange, Linguistic, Communication & Media Social Sciences

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Impression Laundering of Le Minerale: A Directional Branded Content Analysis Setiawan, Deddy; Ramadhanti, Firdia Pradita; Jasmine, Irine Shafana; Ismawati, Mala; Awalia, Miftahul Ocha; Wibisono, Moehammad Hary; Lestari , Marina Sinar
Jobmark: Journal of Branding and Marketing Communication Vol. 6 No. 1 (2024): JOBMARK Vol 6 No 1 (July-December 2024)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v6i1.301

Abstract

Competition in the bottled mineral water market has created a brand communication war between brands, including Le Minerale. Through various advertisements and digital communications on social media, Le Minerale tries to fend off various adverse claims made by competitors regarding single-use gallon packaging products. This article dissects the communication content of the Le Minerale brand from the perspective of Wijaya's Impression Laundering theory using the directional Branded Content Analysis (BCA) method. The findings show that Le Minerale uses various content strategies, both visual, verbal, and audiovisual, to launch dramaturgical and angelic communication strategies, as explained in the theory of impression laundering. This study is helpful as a critical reflection, both for brands and audiences, in understanding the modes of impression laundering in brand communication.
Co-Authors Awalia, Miftahul Ocha Deddy Setiawan Jasmine, Irine Shafana Lestari , Marina Sinar Ramadhanti, Firdia Pradita Wibisono, Moehammad Hary