VISUAL ANALYSIS OF THE HARVEST ADVERTISEMENT ON INSTAGRAM IN INFLUENCING INDONESIAN CONSUMER
Ira Wirasari, Nadila Nur Amalia

Telkom University

Abstract

The development of technology it makes easier to companies in advertising something to the community through social media, which is social media Instagram. The Harvest Patissier & Chocolatier using Instagram as a medium to advertise more efficiently in communicating their message. This research using qualitative research methods and the aims is to identify elements of The Harvest Patissier & Chocolatier visual advertisement and determine the influence of these advertisement on Instagram in consumers buying interest using visual communication design theory and consumer behavior theory. The results of the study are: (1) The Harvest Patissier & Chocolatier Advertisement is a hard sell advertising type with the visual image of luxury on Mango version, the mysterious Chocolate Peanut Butter and love on Valentine Cakes version, (2) Advertising on Instagram as social media, can influence consumers to buy the products.

Keywords: Advertising, Visual Advertising, Consumers Buying Interest

Topic: Marketing Management