Susanto, Roy Anthonius (2011) Analisis Wacana Iklan dalam Strategi Branding Produk Apple dan Implikasinya pada Pola dan Gaya Hidup Konsumen. Majalah Ilmiah Maranatha, 18 (1). pp. 72-78. ISSN 0854-7084
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Abstract
There are many brands trying to follow Macintosh Apple trail of success, but only a few of them succeed in doing that because of uneffective strategy. A major mistake happens if a brand follows an other brand strategy path. According to Mike Moser (2008), The Apple's authentic superiority is their Brand Integrity, in which the values of internal identity matches their external identity. In this context, the integrity is done through the form of design. Design is used as a form of visual communication, which represents values that can be transformed into symbol and meaning. Pettigrew (1979) reveals that symbol is a variety of object, actions, relationship, paper or linguistic formation that occurs as multiplicty meaning, forcing people to act. This is aimed to show how meaning, through design, can be used to transmit the idea of brand lifestyle. The Apple Advertising is profoundly stadies because of its signs & meanings strategy. Instead of offering product comparative benefit, Apple strategy is aimed to make an emotional bound with a customer or user. This article research on visual semiotic inside Mac OS X commercial advertising.
| Item Type: | Article |
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| Uncontrolled Keywords: | design, branding, semiotics, lifestyle, consumerism |
| Subjects: | N Fine Arts > N Visual arts (General) For photography, see TR |
| Depositing User: | Perpustakaan Maranatha |
| Date Deposited: | 07 Dec 2015 10:52 |
| Last Modified: | 07 Dec 2015 10:52 |
| URI: | http://repository.maranatha.edu/id/eprint/17829 |
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