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

Full Text:

PDF

References


Arnheim, R. (1997). Art and Visual Perspective. California: California Press. California.

Aziz, M.F.A., Warsono W., Suratman, B. (2020). The Influence of Parent Socio-Economic Status And Use of Social Media on Student Consumptive Behaviour in The State Junior High School 1 Sidoarjo. International Journal for Educational and Vocational Studies. Vol.2(2). DOI : https://doi.org/10.29103/ijevs.v2i2.2061.

Barnard, M. (2005). Graphic Design as Communication. Routledge. London and New York.

Belch, G.E. & Michael A. B. (2001). Advertising and Promotion : An Integrated Marketing Communications Perspective. Irwin/McGraw-Hill. New York.

Bordwell, D., Thompson, K., & Smith, J. (2017). Film Art: An Introduction, 11th Edition. The McGraw-Hill Companies. New York.

Creswell, J. W. (2014). Research Design: Pendekatan Kualitatif, Kuantitatif, dan Mixed. Edisi Ketiga. Pustaka Pelajar. Yogyakarta.

Culham, J., Sheng He, Sean D., & Vrans AJ.V. (2001). Motion and The Human Brain: What Neuroimaging Told Us?. Journal Acta Psyhcologica: 107.

Dewi, A.K., Syarief, A., & Ahmad, H.A. (2017). Persepsi Audiens Terhadap Penerapan Ciri Gerak Pada Iklan Cetak : Studi Kasus Iklan Cetak Adidas Seri Slogan Impossible Is Nothing. Jurnal Demandia Telkom University. Vol. 2(2):129-147. DOI: https://doi.org/10.25124/demandia.v2i02.931.

Dewi, A.K. (2017). Analisis Ideologi Visual pada Iklan Cetak Adidas Versi Chu-mu Yen, “No One Gets Up When A Whole World Kicks”. Jurnal Rekarupa. Vol 4(2): 23-38.

Dike, D., Parida, L., Aristo, T., J., V., Wangid, M., N. (2020). Strengthening Tacit and Explicit Multicultural Knowledge in Elementary Schools. International Journal for Educational and Vocational Studies. Vol.2(1):26. DOI: https://doi.org/10.29103/ijevs.v2i1.1884.

Fathoni B., Sutimin L.A ,& Purwanta H. (2021). The Role of a Digital History Book in Implanting Heroic Values for the Millennial Generation. International Journal for Educational and Vocational Studies. Vol. 3(3):210. DOI: https://doi.org/10.29103/ijevs.v3i3.3933.

Fitriati, F. (2019). Where the Place of Technology in Mathematics?. International Journal for Educational and Vocational Studies. Vol. 1(2):93. DOI: https://doi.org/10.29103/ijevs.v1i2.1440.

Hayati, K., R., Sholihatin, E. (2020). Critical Literacy Model On Students In Preparing Final Assignments To Avoid Plagiarism. International Journal for Educational and Vocational Studies. Vol.2(1):74. DOI: https://doi.org/10.29103/ijevs.v2i1.1998.

Indriarto, F. (2006). Studi Mengenai Faktor kekhawatiran dalam Proses Penyampaian Pesan Iklan. Jurnal Sains Pemasaran Indonesia. Vol. 5(3): 243-268.

Ichsan, I. Z., Sigit, D. V., & Miarsyah, M. (2019). Environmental Learning Based on Higher Order Thinking Skills: A Needs Assessment. International Journal for Educational and Vocational Studies. Vol. 1(1):23. DOI:

https://doi.org/10.29103/ijevs.v1i1.1389.

Knapp, D.E. (2002). The Brand Mindset. Penerbit Andi. Yogyakarta.

Kress, G. & Van Leeuwen, T. (2006). Reading Images : The Grammar of Visual Design. Second Edition. Routledge. New York.

Mitchell, W.J.T. (1994). Picture Theory. The University of Chicago Press. London.

Oliver, R.L. (1997). Satisfaction: A Behavioral Perspective On The Customer. McGraw-Hill. Singapura.

Pawitra, T. & Sutisna. (2001). Perilaku Konsumen dan Komunikasi Pemasaran. PT. Remaja Rosdakarya. Bandung.

Paisal M., Karimaliana, K., Rahma Y.A., Dian A.H., Datulina G., & Heni S. (2021). The involvement of nonformal education in students' learning needs during the Covid-19 epidemic. International Journal for Educational and Vocational Studies. Vol. 3(4): 287. DOI: https://doi.org/10.29103/ijevs.v3i4.5901.

Pratama, Y., A., Sopandi., W & Hidayah, Y. (2019). RADEC Learning Model (Read-Answer-Discuss-Explain And Create): The Importance of Building Critical Thinking Skills In Indonesian Context. International Journal for Educational and Vocational Studies. Vol. 1(2): 109. DOI:

https://doi.org/10.29103/ijevs.v1i2.1379.

Reed, S.K. (2004). Cognition, Theory and Appication. Wadsworth Publisher Company. California.

Safanayong, Y. (2006). Desain Komunikasi Visual Terpadu. Arte Intermedia. Jakarta.

Sears. 1994. Psikologi Sosial. Edisi Kelima. Erlangga. Jakarta.

Sihombing, I. J. (2010). Mengemas Bahasa Iklan. Suara Merdeka. hlm. 1.

Smith, P. R. (1998). Marketing Communications an Integrated Approach. Kogan Page Limited. London.

Tanjung, R. F. (2019). Answering the Challenge of Industrial Revolution 4.0 Through Improved Skills Use of Technology College. International Journal for Educational and Vocational Studies. Vol. 1(1):11. DOI: https://doi.org/10.29103/ijevs.v1i1.1374

Ware, C. (2008). Visual Thinking for Design. Morgan Kauffman. New York.

Wimmer, D.R. (1987). Mass Media Research. Wadsworth Publisher Company. California.

Wortman, C., Loftus, E., & Weaver, C. (1999). Psychology. McGraw-Hill College.




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

Article Metrics

 Abstract Views : 327 times
 PDF Downloaded : 25 times

Refbacks

  • There are currently no refbacks.


Copyright (c) 2022 Agustina Kusuma Dewi, Yasraf Amir Piliang, Irfansyah Irfansyah, Acep Iwan Saidi