ANALISIS SEMIOTIKA KOMUNIKASI VISUAL DALAM IKLAN PINJAMAN ONLINE ADAKAMI EDISI #ADAKEPASTIANADAKAMI

Abstract

The purpose of this research is to analyze the visual communication in AdaKami Online Loan advertisement #AdaKepastianAdaKami edition. This research uses a qualitative method with Roland Barthes' semiotic approach to understand how signs and meanings are constructed in the advertisement and how its visual and verbal messages influence the audience. The results show that this advertisement makes good use of cinematographic elements to strengthen the visual appeal and the message to be conveyed. Some of the aspects analyzed include camera angle, image composition, camera movement, type of shot, lighting, and the use of persuasive narration. Each cinematographic element plays a role in building a convincing impression and attracting audience attention. Angle selection and image composition are used to create a clear focus, while camera movement adds dynamics to the storyline. Lighting helps create an atmosphere that supports the main message of the ad, while persuasive narration is used to build emotional appeal and encourage potential customers. In addition, this ad also carries a unique concept by combining elements of shamanism packaged in modern comedy, making it more easily accepted by the wider community. The visual communication strategy used in this advertisement not only functions as an aesthetic element, but also as an effective persuasion tool in building a positive image and attracting potential users of online loan services