Multimodal Analysis of Innisfree’s Brand History

Authors

  • Vanessa Velancia Prajogo Petra Christian University, Jl. Siwalankerto No.121-131, Siwalankerto, Wonocolo, Surabaya
  • Setefanus Suprajitno Petra Christian University, Jl. Siwalankerto No.121-131, Siwalankerto, Wonocolo, Surabaya

DOI:

https://doi.org/10.9744/katakita.8.3.262-269

Keywords:

Kebudayaan, Pariwisata, Osing, Neo- Vernakular

Abstract

Fierce competition in increasing market share growth prompts companies to strive to create a memorable brand identity. One common method adopted by some companies is using a video advertisement, which contains the message they want to convey about their product or brand. This message is intended to persuade people who see the advertisement to buy their product. In doing so, companies usually use the visual, linguistic, spatial and other semiotic resources, often referred to as a semiotic mode. Through the case study of Innisfree’s video advertisement “Brand History,” we analyze how Innisfree uses linguistic, spatial, and visual mode for creating a message that enables consumers to remember and to persuade them buy its product. Our findings show that the message in the video advertisement is that Innisfree is a beauty product that upholds nature as its ingredients, has high quality, and preserves the environment where it takes its ingredients.

 

Key Words: Advertisement, Persuasion, Modes, Verbal and Non-verbal expressions.

Author Biographies

  • Vanessa Velancia Prajogo, Petra Christian University, Jl. Siwalankerto No.121-131, Siwalankerto, Wonocolo, Surabaya
    English Department
  • Setefanus Suprajitno, Petra Christian University, Jl. Siwalankerto No.121-131, Siwalankerto, Wonocolo, Surabaya
    English Department

References

Chan, A. & Chia, C. (2017). Re-defining ‘reading' in the 21st century: accessing multimodal texts. Beyond Words, 5(2), 98-1.

Innisfree (2018). Brand concept. Retrieved from http://www.innisfree.com/id/id/BrandPage.do?pageName=brand_concept.

Kress, G., & van Leeuwen, T. (2006). Reading images. New York: Routledge.

Melvioni, K., & Suprajitno, S. (2017). Innisfree’s Brand Image through Jeju Island Campaigns. K@ta Kita, 5(1), 95-99. doi: 10.9744/katakita.5.1.95-99.

Paltride, B. (2012). Discourse analysis: An introduction. 2nd Ed. London: Bloomsbury.

Pfeuffer, A. (2015). The Effectiveness of Radical Openness in Online Advertising. Communication Research Reports, 32(1), 45-53. doi: 10.1080/08824096.2014.989974.

Schreier, M. (2012). Qualitative content analysis in practice. Thousand Oaks: Sage Publications.

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Published

2020-12-23

Issue

Vol. 8 No. 3 (2020)

Section

Articles

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