Emotional Analysis of Television Advertising Visualization Branding Coca Cola Zero in Purchase Interest
Journal Title: International Journal of Social Science And Human Research - Year 2024, Vol 7, Issue 07
Abstract
This research analyzes emotional branding in the visualization of Coca Cola Zero television advertisements. Objectively, this research aims to examine the analysis of Emotional Branding Visualization of Coca Cola Zero Television Advertisements on Purchase Interest. The research method applies a qualitative-desktiptive method with Marc Gobe's emotional branding theory approach. The research results show that the Coca Cola Zero advertising visualization seeks to build emotional branding through a series of strategies such as building relationships with consumers, multisensory experiences, affirming vision, and imagination to establish communication with consumers as self-actualization. Conveying information through messages that are easy to remember is different from competitors, this will create a need and ultimately increase consumer buying interest.
Authors and Affiliations
Eka Yuliati, Dewi Urip Wahyuni, Yesa Ramadhani
Keywords
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- EP ID EP740771
- DOI 10.47191/ijsshr/v7-i07-88
- Views 71
- Downloads 1
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