Jurnal Desain Komunikasi Visual Nirmana
Vol. 23 No. 1 (2023): JANUARY 2023

The Construction of the Representation based on Product, Brand Advertisement, and Cause-related Marketing: Aqua Case

Natalia Widiasari (Atma Jaya Catholic University of Indonesia)

Article Info

Publish Date
02 Feb 2023

Abstract

The study discusses on how Aqua as the product as well as brand and its cause related marketing activities become the source of popular culture. The customer and community as the stakeholder of Aqua create new meaning using the brand and its advertisement. The new meaning is representations of people’s daily life. Product, brand, and the cause-related marketing activities are a top-down communication that controlled by the capitalist. The representations are a bottom-up communication of people who are constructing and reconstructing their everyday life for their own interests.

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Journal Info
Jurnal Desain Komunikasi Visual Nirmana
Website

Abbrev

dkv

Publisher

Universitas Kristen Petra Surabaya

Subject

Arts

Description

Jurnal Desain Komunikasi Visual Nirmana is published biannually, in January and July, by Petra Christian University. Jurnal Desain Komunikasi Visual Nirmana aims to promote a comprehensive approach to visual communication design incorporating viewpoints of different disciplines, strengthen academic ...