VISUAL INNOVATION IN INDONESIAN ADVERTISING

Abstract

Ads being vehicles for propagate the image of brand into people’s minds. Deconstruction in advertising is important to spread the brand image, so that it can influence the perceptions and lifestyles of people in enjoying an ads. As the presence of grain shape Axe ads that seem to attract attention, entertain , and foster the curiosity of people in Indonesia . This phenomenon is thought to have been the visual innovations in the context of ad serving . This study aims to describe and explain the structure of the source of visual innovation of an advertisement . To achieve these objectives do step scientific process through a commercial phenomenon that has existed . In this case study focused on Axe ad version of " Angels Fall " in the form of billboards medium . Collection of qualitative data obtained by observation and analysis of documents of profound symptoms recorded . The study used the analysis interpretation approach innovation theory Peter Drucker. In writing by the processes described in cascading flow of thought. The results showed that the Axe ad version of " Angels Fall " in accordance with the rules of visual innovation . Presentation of innovation in visual advertising even cause interactive response with the involvement of the target audience . These results are expected to be the cornerstone of the next entry to complete the transformation needs of the visual culture of advertising in Indonesia