APPLE’S CONSTRUCTION OF ITS BRAND AS CULTURAL CAPITAL IN APPS WE CAN’T LIVE WITHOUT COMMERCIAL

Authors

  • Clifford L.D. Sangari English Department, Faculty of Letters, Petra Christian University, Surabaya, Indonesia
  • Priska Febrinia Handojo English Department, Faculty of Letters, Petra Christian University, Surabaya, Indonesia

DOI:

https://doi.org/10.9744/katakita.3.1.1-8

Keywords:

Indonesian society lifestyle of motorcycle sport has begun to change, with an increase in demand for motor sport is happening because of the shift of the function of the motorcycle. At first motorcycle only used as a means of transportation only. But now,

Abstract

Commercial is an advertising strategy to promote a product or service effectively through mass media. It is also attractive because it touches the audience’s emotion through its music, cinematography, and storytelling. However, commercial has hidden meaning and this meaning represents the brand as symbols which distinct itself and its users to other brands’. I analyze Apps We Can’t Live Without (2014) commercial as the text to show Apple encodes meaning and transmit it to the society. Using film language and Bourdieu’s cultural capital theory, the findings show that the symbols from the commercial bring into a conclusion that Apple as a brand is a symbolic capital, specifically cultural capital. The people who has the brand is considered to have higher position in its fields which are Apple and gadget communities.

Author Biographies

  • Clifford L.D. Sangari, English Department, Faculty of Letters, Petra Christian University, Surabaya, Indonesia

    English Department, Faculty of Letters, Petra Christian University, Surabaya, Indonesia

  • Priska Febrinia Handojo, English Department, Faculty of Letters, Petra Christian University, Surabaya, Indonesia

    English Department, Faculty of Letters, Petra Christian University, Surabaya, Indonesia

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Issue

Vol. 3 No. 1 (2015)

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Articles

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