Commercial creative strategy analysis in H&M short film advertisements

Afifah, Tazkia Izzah (2022) Commercial creative strategy analysis in H&M short film advertisements. Sarjana thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

Advertisements more effective at attracting the audience's attention in this digital era today, by producing several improvements as in the H&M short film advertisement which attracts its audience by inserting creative strategies. Thus, this study is about that topic with the purpose to discuss the analysis of commercial creative strategy using the semiotic analysis of Roland Barthes by dividing it into two research questions: (1) What types of commercial creative strategy are used in H&M short film advertisements? (2) How can commercial creative strategy build communication to the audience in H&M short film advertisements? This study used a descriptive qualitative method and the theory of denotative and connotative from Roland Barthes (1957), and the theory of commercial creative strategy from Martin (2006). The findings from the data analysis showed the most dominant type found was symbolism (18 data), then cultural identity (6 data), sense of humor (4 data), and sexual appeal (1 data). Meanwhile, commercial creative strategy build communication to the audience by building an interpretation in the audience’s mind. From that findings, it can be concluded that the creative process in H&M short film advertisements used the commercial creative strategy types, namely symbolism, sense of humor, sexual appeal, and cultural identity. H&M used those strategies in order to build communication to the audiences to attract attention and build brand awareness because the function of these aspects is to help the advertising achieve its goal effectively to deliver accurate information.

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