Analisis Emotional branding Visualisasi Iklan Televisi Yamaha Fazzio Hybrid-Connected

Dian Eka Permanasari (UIN Sunan Kalijaga Yogyakarta)

Kalijaga Journal of Communication
Vol. 4 No. 2 (2022)

This study analyzes emotional branding in the visualization of Yamaha Fazzio Hybrid-Connected television commercials. This study applies a qualitative-descriptive method with the approach of Marc Gobe's emotional branding theory. The results of the study show that visualization of Yamaha Fazzio Hybrid-Connected advertisements seeks to build emotional branding through a series of strategies such as building relationships with consumers, multi-sensory experiences, affirming vision, and imagination to establish communication with consumers as self-actualization.