VISUALISASI ELEMEN PEMBENTUK CONSUMER BRANDSCAPE MELALUI OPOSISI BINER SEMIOTIKA PEMASARAN XING FU TANG (幸福堂) DAN XI BO BA (喜悦)

Authors

  • Beryl Gandakusumah Universitas Bunda Mulia
  • Rustono Farady Marta Communication Science, Graduate School Program, Universitas Bunda Mulia

DOI:

https://doi.org/10.31598/bahasarupa.v4i2.808

Keywords:

binary opposition, brands, consumer brandscape, marketing semiotics, visual elements

Abstract

The use of visual elements based on color, texture, and shape in semiotics is known as a sign or symbol. The strength of the use of these elements is driven by the consumer brandscape which consists of several elements. The adoption of creative strategies by the two brands is an effort made by XING FU TANG ( ) and XI BO BA (喜悦) in promoting and instilling their brand ideology to consumers. This research is comparative in nature through the Binary Opposition Strategy in Oswald's Semiotic Marketing Method, in order to be able to trace the two brands from the perspective of the consumer brandscape with a qualitative approach. The results obtained show that XING FU TANG (幸福 ) uses elements of classical oriental nuances, while XI BO BA (喜悦) defines its brand to target modern and contemporary circles. The application of marketing semiotics is carried out by the two brands through visual elements and is a form of the consumer brandscape which consists of a combination of cultural, emotional, and conical aspects of a sign.

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Author Biography

Rustono Farady Marta, Communication Science, Graduate School Program, Universitas Bunda Mulia

Dr. Rustono Farady Marta, S.Sos., M.Med.Kom. (???) or who is familiarly called "Frad" obtained a Bachelor of Communication Science from the University of 17 August 1945 Surabaya, then continued his study of Masters in Media and Communication at Airlangga University. Frad's specialization is in identity studies, communication psychology, cross-cultural studies, and communication media, daily teaching at the Bunda Mulia University Master of Communication Studies Program and the Postgraduate Program at the Faculty of Psychology, Atma Jaya Catholic University of Indonesia, entrusted with the responsibility of managing Bricolage: Jurnal Magister Ilmu Communication (https://journal.ubm.ac.id/index.php/bricolage/index/) as well as ASPIRATION Journal by ASPIKOM Jabodetabek Region (https://aspiration.id/index.php/asp). The research track record can be viewed via SINTA ID: 259075, Scopus Author ID: 57211404689, ORCiD (BASE & CrossRef): http://orcid.org/0000-0002-2282-4081, Web of Science (WoS) Researcher ID: X -1554-2019, Google Scholar: https://scholar.google.co.id/citations?hl=en&user=FhIdteAAAAAJ.

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Published

2021-04-21

How to Cite

[1]
B. Gandakusumah and R. F. Marta, “VISUALISASI ELEMEN PEMBENTUK CONSUMER BRANDSCAPE MELALUI OPOSISI BINER SEMIOTIKA PEMASARAN XING FU TANG (幸福堂) DAN XI BO BA (喜悦)”, bahasarupa, vol. 4, no. 2, pp. 167-176, Apr. 2021.