Demandia : Jurnal Desain Komunikasi Visual, Manajemen Desain, dan Periklanan
Vol 11 No 1 (2026): demandia - Jurnal Desain Komunikasi Visual, Manajemen Desain dan Periklanan

VISUAL REPRESENTATION OF INDONESIAN LOCAL PERFUME ADVERTISEMENT IN SOCIAL MEDIA

Pratiwi, Anisa (Unknown)
Kartika Ningsih, Harni (Unknown)

Article Info

Publish Date
31 Mar 2026

Abstract

This study examines how Indonesian local perfume advertisements on Instagram construct visual meaning using Kress and van Leeuwen’s visual grammar framework. Employing a qualitative descriptive approach, the study analyzes 25 Instagram posts (53 images in total) from three Indonesian perfume brands, focusing on representational, interactional, and compositional dimensions. The findings indicate that perfume advertisements predominantly foreground the product through a combination of narrative and conceptual representations, indirect audience positioning, and visually salient composition. This study shows that visual grammar plays a key role in shaping how advertising messages are structured and interpreted within the visually driven context of Instagram.

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Journal Info
Demandia : Jurnal Desain Komunikasi Visual, Manajemen Desain, dan Periklanan
Website

Abbrev

demandia

Publisher

Universitas Telkom

Subject

Arts Decision Sciences, Operations Research & Management Other

Description

Journal “demandia” is a print and electronic publication media which publishes the results of studies and research in the field of Visual Communication Design, Design Management and Advertising; published twice a year (March and September). The journal managed by Telkom University aims to ...