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All Journal Jurnal Mahasiswa Komunikasi Cantrik
Sanggita, Assya Putri
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Humanities Education Languange, Linguistic, Communication & Media Library & Information Science Social Sciences

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Penceritaan visual: strategi kreatif iklan komersial bumbu dapur dalam mempertahankan brand image Hermanto, Agus; Patrianti, Tria; Farisal, Umar; Sanggita, Assya Putri
Jurnal Mahasiswa Komunikasi Cantrik Vol. 5 No. 2 (2025): Volume 5, No. 2, November, 2025
Publisher : Program Studi Ilmu Komunikasi UII

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20885/cantrik.vol5.iss2.art9

Abstract

The purpose of this study is to understand visual stories and creative narratives in advertising through a brand-image approach. The study employs a qualitative approach with narrative analysis. Data collection was conducted through the observation of four TV advertisements for instant cooking spices from various brands, as well as through literature reviews. The results of the study indicate that, in building brand image, instant cooking spices use fragments of life narratives, comparisons, and visual storytelling. In this context, the narrative is constructed through the depiction of values by aligning perception creation with the image, special qualities through associations in image creation via resolution, distinctiveness through identity in image creation through actions, and uniqueness through character and culture in image creation through logical actions.
Co-Authors Agus Hermanto Farisal, Umar Tria Patrianti