Camera movement’ concept on social media in digitizing era

Agustina Kusuma Dewi, Yasraf Amir Piliang, Irfansyah Irfansyah, Acep Iwan Saidi

Abstract


Digital advertisement’ with various visualization techniques affects human daily-life and lifestyle. Movement’ Concept in advertising is in line with kinetic on digitizing era. It visualized through videography. The lack of research that has been done regarding the characteristics of camera movement as visual stimuli exposure in advertisements has led to further research on consumer perceptions. The case study is Adidas Originals Nite Jogger version DAY&NIGHT’ GISEOK CHO that has been released on YouTube, April 2019. Using Documentation Analysis with Computer Web-Based Q's for collecting data, this mixed-method research using one-shot case study, aimed to identify Camera Movement’ Concept which applied into digitizing process. Several logical explanations of the audience's perceptions constructed by visual stimuli of Camera Movement’ Concept on social media in Digitizing’ era have been resulted; it relates to audience cognition and affection. The research concluded fast motion that is constructed through distortion as one of Camera Movement’ Concept to gain audience attraction; and if it applied with Camera 360° could have more possibilities to construct exaggerated visual stimuli exposure in advertising.

Keywords


Digitizing; Movement concept; Visual perception; Digital advertising; Camera movement

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DOI: https://doi.org/10.29103/ijevs.v4i4.7568

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