Ratno, Suprapto (2017) KAJIAN METAFORA VISUAL DALAM IKLAN TELEVISI PRODUK OTOMOTIF TAHUN 2005 – 2007. In: AICAD. AICAD.
![[img]](https://eprints.upj.ac.id/style/images/fileicons/text.png) |
Text
RATNO SUPRAPTO-PAPER-AICAD 2017-6 Halaman.pdf - Published Version Download (316kB) |
Abstract
Commercials are one of the ways to deliver a message to the target public. Commercials contain a number of advertising styles which can be used to convey the communicative messages. Television commercials with visual metaphor style include a unique way in developing a commercial which is now widely used to deliver a message regarding certain goods or services. Visual metaphor styles become the object of this research, which is expressed as a diversion from the actual signal or object. In automotive products television commercials, advertising messages with metaphorical styles are becoming very strong message objects. In this research, visual metaphors in television commercials are the object of the investigation and are related to cultural background. This research employs cultural approach because it uses cultural elements in delivering the contents or topics of the messages with cultural background in expressing the commercial metaphor objects. Metaphors in television commercials which belong to the automotive category, particularly MPV (multi-purpose vehicle) contain various expressions in their delivery. The term “tenor” in a metaphor has a literal meaning, while the term “vehicle” is a metaphorical expression of the original term. Metaphors in automotive television commercials frequently use objects or icons which are related to cultural artifacts. The correlation between metaphor objects and cultural elements produce certain meanings which become the background for the use of objects or icons in the commercial presentations. Keywords: commercial, visual metaphor, culture
| Item Type: | Prosiding |
|---|---|
| Subjects: | N Fine Arts > NX Arts in general |
| Divisions: | Fakultas Teknologi dan Desain > Desain Komunikasi Visual |
| Depositing User: | Admin Repository |
| Date Deposited: | 30 Sep 2020 08:26 |
| Last Modified: | 30 Sep 2020 08:26 |
| URI: | http://eprints.upj.ac.id/id/eprint/158 |
Actions (login required)
 |
View Item |