This study dives into the delicate area of luxury and power in advertising, with a
particular emphasis on the Lamborghini Aventador. Using a qualitative research
approach, it applies Kress and Leeuwen's (2016) complete Visual Grammar theory
to undertake a detailed multimodal study. Specifically, this approach examines the
representational, interactional, and compositional features included in
advertisements. This study explores a variety of characteristics, including color
usage, framing methods, and setting choices, using a thorough examination of 11
independent data points, each of which presents a unique perspective on the
portrayal of luxury and power in Lamborghini Aventador advertising. By
examining these characteristics, this study hopes to provide significant insights into
the intricate techniques used to elicit desire and prestige in the audience.
Furthermore, the study's findings have significant implications for companies in
Indonesia's automotive and creative industries, presenting a fascinating illustrative
example of how to construct successful marketing campaigns.

SI24023

SKR BSI 24023

Perpustakaan FAH (Skripsi BSI)

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