VISUAL ANALYSIS OF PRODUCT PLACEMENT IN THE NKCTHI WEB SERIES ON TOYOTA INDONESIA YOUTUBE CHANNEL
The development of the internet medium is currently producing new media as a product placement which is a means of branding for each product. One of them is a web series, which is a concept of a serial video (continued story) which generally airs on the Youtube platform. The large number of views (content viewers) produced by the web series eventually encouraged various companies to increase brand awareness of their products through the web series. Web series that had become trending was NKCTHI [Nanti kita cerita tentang hari ini] that aired on Toyota Indonesia youtube channel. NKCTHI web series became the object of research because of the many views generated up to 7 million views in its first episode. This research was observed using Visual Rhetoric theory with qualitative descriptive methods. Visual observations on the NKCTHI web series are categorized based on the characteristics of the scenes that are considered interesting and represent Toyota Indonesia products. This analysis aims to determine the visual role of the NKCTHI web series in increasing brand awareness of Toyota Indonesia products. The results of this research the authors argue that the visual role of the NKCTHI web series is quite provocative in directing the perception of the audience to capture visual messages.
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