(Universitas Ahmad Dahlan Yogyakarta, Indonesia)(2) Peter Ardhianto
(Asia University, Taiwan, Province of China)*corresponding author
AbstractBillboard is one of the outdoor media that still has a vital role in the world of advertising despite being in the digital age. Billboard advertising is still used by a large number of companies to promote their products or services. One of them is Go-Jek Indonesia's online transportation company. This research will discuss the concept of the Go-Jek billboard advertisement, the Mager Tanpa Laper version in Yogyakarta. This study will use the iconographic and iconological approach offered by Erwin Panofsky. The method is then used to analyze the concept of Go-Jek advertising. The results of this study found that the advertising version of Go-Jek Mager Tanpa Laper brings an understanding that wants to be transferred to the target market in the form of ease and convenience in ordering food. Without the need to get out of the house and queue up - as evidenced by the tagline Mager Tanpa Laper (Lazy to Move), just Go-Jekin (use the Go-Jek Application).
KeywordsIconology;Billboard;Advertising;Design;Go-Jek
|
DOIhttps://doi.org/10.31763/viperarts.v2i1.57 |
Article metrics10.31763/viperarts.v2i1.57 Abstract views : 2216 | PDF views : 931 |
Cite |
Full Text Download
|
References
I. Buil, L. de Chernatony, and E. Martínez, “Examining the role of advertising and sales promotions in brand equity creation,” J. Bus. Res., vol. 66, no. 1, pp. 115–122, Jan. 2013, doi: 10.1016/j.jbusres.2011.07.030.
M. Zhang, L. Guo, M. Hu, and W. Liu, “Influence of customer engagement with company social networks on stickiness: Mediating effect of customer value creation,” Int. J. Inf. Manage., vol. 37, no. 3, pp. 229–240, Jun. 2017, doi: 10.1016/j.ijinfomgt.2016.04.010.
A. de Cornière, “Search Advertising,” Am. Econ. J. Microeconomics, vol. 8, no. 3, pp. 156–188, Aug. 2016, doi: 10.1257/mic.20130138.
A. Bandura, “Social Cognitive Theory of Mass Communication,” Media Psychol., vol. 3, no. 3, pp. 265–299, Aug. 2001, doi: 10.1207/S1532785XMEP0303_03.
P. Ardhianto and W. Manuel Son, “Visual Semiotics Analysis on Television Ads UHT Ultra Milk ‘Love Life, Love Milk,’” Int. J. Vis. Perform. Arts, vol. 1, no. 1, pp. 27–41, Jun. 2019, doi: 10.31763/viperarts.v1i1.13.
J. Paundra, J. van Dalen, L. Rook, and W. Ketter, “Ridesharing platform entry effects on ownership-based consumption in Indonesia,” J. Clean. Prod., vol. 265, p. 121535, Aug. 2020, doi: 10.1016/j.jclepro.2020.121535.
T., I. Maftukhah, F. Dyah Rahmawati, and A. Fadlilah, “Considering the Influence of Digital Promotion Performed By Go-Jek Indonesia and C2C Marketplaces on Buyers’ Purchasing Decision,” KnE Soc. Sci., vol. 3, no. 10, p. 541, Oct. 2018, doi: 10.18502/kss.v3i10.3155.
Rajendra, “Apresiasi Pengguna , Gojek Hadirkan Kilas Balik Laporan KEJOG 2018,” Nusa Kini, 2019. [Online]. Available: https://www.nusakini.com/news/apresiasi-pengguna-gojek-hadirkan-kilas-balik-laporan-kejog-2018.
G. E. Belch and M. A. Belch, Advertising and promotion: An integrated marketing communications perspective. The McGraw− Hill, 2003.
M. B. Holbrook and J. O’Shaughnessy, “The role of emotion in advertising,” Psychol. Mark., vol. 1, no. 2, pp. 45–64, 1984, doi: 10.1002/mar.4220010206.
M. G. Müller, “Iconography and Iconology as a Visual Method and Approach,” in The SAGE Handbook of Visual Research Methods, 1 Oliver’s Yard, 55 City Road, London EC1Y 1SP United Kingdom: SAGE Publications Ltd, 2011, pp. 283–297.
Wjt. Mitchell, “Iconology and Ideology: Panofsky, Althusser, and the Scene of Recognition,” in Image and Ideology in Modern/PostModern Discourse, SUNY Press, 1991, pp. 321–330.
M. A. Morrison, E. Haley, K. B. Sheehan, and R. E. Taylor, Using qualitative research in advertising: Strategies, techniques, and applications. Sage Publications, 2011.
T.-F. Kao and Y.-Z. Du, “A study on the influence of green advertising design and environmental emotion on advertising effect,” J. Clean. Prod., vol. 242, p. 118294, Jan. 2020, doi: 10.1016/j.jclepro.2019.118294.
C. Veloutsou and C. O’Donnell, “Exploring the effectiveness of taxis as an advertising medium,” Int. J. Advert., vol. 24, no. 2, pp. 217–239, Jan. 2005, doi: 10.1080/02650487.2005.11072915.
A. Anagnostopoulos, A. Z. Broder, E. Gabrilovich, V. Josifovski, and L. Riedel, “Just-in-time contextual advertising,” in Proceedings of the sixteenth ACM conference on Conference on information and knowledge management - CIKM ’07, 2007, p. 331, doi: 10.1145/1321440.1321488.
A. Kerkhof and J. Münster, “Quantity restrictions on advertising, commercial media bias, and welfare,” J. Public Econ., vol. 131, pp. 124–141, Nov. 2015, doi: 10.1016/j.jpubeco.2015.09.004.
G. J. Golan and L. Zaidner, “Creative Strategies in Viral Advertising: An Application of Taylor’s Six-Segment Message Strategy Wheel,” J. Comput. Commun., vol. 13, no. 4, pp. 959–972, Jul. 2008, doi: 10.1111/j.1083-6101.2008.00426.x.
I. M. Chaney, K.-H. Lin, and J. Chaney, “The Effect of Billboards within the Gaming Environment,” J. Interact. Advert., vol. 5, no. 1, pp. 37–45, Sep. 2004, doi: 10.1080/15252019.2004.10722092.
G. R. Franke and C. R. Taylor, “Public Perceptions of Billboards: A Meta-Analysis,” J. Advert., vol. 46, no. 3, pp. 395–410, Jul. 2017, doi: 10.1080/00913367.2017.1334248.
M. Barnard, “Book Review: Visual Consumption,” J. Consum. Cult., vol. 3, no. 1, pp. 126–128, Mar. 2003, doi: 10.1177/146954050300300108.
G. Dyer, “Advertising — System and Texts,” Media Inf. Aust., vol. 31, no. 1, pp. 5–12, Feb. 1984, doi: 10.1177/1329878X8403100103.
C. Hasenmueller, “Panofsky, Iconography, and Semiotics,” J. Aesthet. Art Crit., vol. 36, no. 3, p. 289, 1978, doi: 10.2307/430439.
R. Sparkman and L. M. Austin, “The Effect on Sales of Color in Newspaper Advertisements,” J. Advert., vol. 9, no. 4, pp. 39–42, Dec. 1980, doi: 10.1080/00913367.1980.10673336.
Refbacks
- There are currently no refbacks.
Copyright (c) 2020 Arif Ardy Wibowo, Peter Ardhianto
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
___________________________________________________________
International Journal of Visual and Performing Arts
ISSN 2684-9259
Published by Association for Scientific Computing Electronics and Engineering (ASCEE)
W: http://pubs2.ascee.org/index.php/viperarts
E: sularso@ascee.org
Organized by:
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0