Visual Analysis of Kavela’s Social Media Marketing Content

Irene Siwi Mimpang, Aileena Solicitor Costa Rica El Chidtian, Restu Ismoyo Aji

Abstract


This study aims to analyze the visual meanings in Kavela’s Instagram content using Roland Barthes’s semiotics theory. As an oral care brand, Kavela relies on social media, focusing on Instagram as its primary platform to build brand identity and engage audience interest. Roland Barthes’s semiotics theory is used to explore the denotative, connotative, and mythological meanings found in the visual content. The findings show that the visuals not only promote the product but also present specific identities and lifestyles to consumers. This research provides insights for brands in the strategic use of visual storytelling to create emotional connections with target consumers.

Full Text:

PDF

References


R. N. Permadi, “Pemanfaatan Media Sosial Sebagai Platform Utama Pemasaran Produk UMKM,” Avant Garde, vol. 10, no. 1, p. 15, 2022, doi: 10.36080/ag.v10i1.1695.

G. Yunita, “Pengaruh Desain Komunikasi Visual Estetika Dalam Daya Beli Konsumen Di Media Sosial,” J. Dasarrupa Desain dan Seni Rupa, vol. 4, no. 2, pp. 1–5, 2022, doi: 10.52005/dasarrupa.v4i2.138.

A. Wheeler, Designing Brand Identity: An Essential Guide for the Whole Branding Team, 5rd ed. John Wiley & Sons, 2017. [Online]. Available: https://books.google.co.id/books?id=VLg6DwAAQBAJ

L. F. Sulaiman, “Peran Instagram dalam Meningkatkan Brand Engagement Bisnis Kue Kering,” J. VICIDI, vol. 15, no. 1, pp. 91–104, 2025, doi: 10.37715/vicidi.v15i1.5179.

S. Rohma, M. Sya’roni, S. Mufrihah, and A. T. Arafat, “Media Sosial Sebagai Sarana Pemasaran Konten Edukasi Islami Untuk Masyarakat Semarang,” Dimas J. Pemikir. Agama untuk Pemberdaya., vol. 20, no. 2, p. 117, 2020, doi: 10.21580/dms.2020.202.6712.

M. Gobe, Emotional Branding The New Paradigm for Connecting Brands to People. Allworth Press, 2010. [Online]. Available: https://www.perlego.com/book/1542839/emotional-branding-the-new-paradigm-for-connecting-brands-to-people-pdf

A. B. Prasetya, Analisis Semiotika Film dan Komunikasi. Intrans Publishing, 2019.

A. N. Hayati, Monograf: Membaca Identitas dengan Semiotika. Nuta Media, 2022.

Sathyanarayana Gowda.V and Archana H., “the Role of Brand Storytelling in Creating Emotional Connections,” ShodhKosh J. Vis. Perform. Arts, vol. 5, no. 1, pp. 4387–4392, 2024, doi: 10.29121/shodhkosh.v5.i1.2024.4576.

V. S. S. Nofia and M. R. Bustam, “Analisis Semiotika Roland Barthes Pada Sampul Buku Five Little Pigs Karya Agatha Christie,” MAHADAYA J. Bahasa, Sastra, dan Budaya, vol. 2, no. 2, pp. 143–156, 2022, doi: 10.34010/mhd.v2i2.7795.


Refbacks

  • There are currently no refbacks.


Flag Counter

INDEXED LINK