Proceedings of the International Conference of Innovation in Media and Visual Design (IMDES 2023)

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Visual Message & Characteristic of Family Car Advertisement in Indonesia

Authors
Darfi Rizkavirwan1, *
1Visual Communication Design Department, Universitas Multimedia Nusantara, Scientia Boulevard Gading, Curug Sangereng, Serpong, Kab. Tangerang, Banten, 15810, Indonesia
*Corresponding author. Email: darfi@umn.ac.id
Corresponding Author
Darfi Rizkavirwan
Available Online 6 November 2023.
DOI
10.2991/978-2-38476-136-4_4How to use a DOI?
Keywords
Visual Advertisement; Family Car; Visual Characteristic
Abstract

The family car is a concept of car transportation modes adopted by Indonesian car manufacturers, and one is Toyota through the Toyota Kijang. The Toyota Kijang has become a successful family car product and is the ideal reference for an Indonesian family car. Its success in becoming the number one family car must be connected to how this product can adapt to Indonesian families’ needs, culture, and local wisdom. Not only adaptation but this product can also be packaged and communicated through persuasive advertising messages for families in Indonesia. The Toyota Kijang advertisements, produced from visual elements and messages, provide a picture of the construction of the Indonesian family’s journey of reality from the past to the present. By conducting a visual analysis of Toyota Kijang advertisements from 1990 - 2019, a comprehensive picture of the communication messages compiled and the pattern of visual characteristics related to Indonesian families in the advertisement will be obtained.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference of Innovation in Media and Visual Design (IMDES 2023)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
6 November 2023
ISBN
10.2991/978-2-38476-136-4_4
ISSN
2352-5398
DOI
10.2991/978-2-38476-136-4_4How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Darfi Rizkavirwan
PY  - 2023
DA  - 2023/11/06
TI  - Visual Message & Characteristic of Family Car Advertisement in Indonesia
BT  - Proceedings of the International Conference of Innovation in Media and Visual Design (IMDES 2023)
PB  - Atlantis Press
SP  - 24
EP  - 32
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-136-4_4
DO  - 10.2991/978-2-38476-136-4_4
ID  - Rizkavirwan2023
ER  -