Visual Persuasion on Commercial Movie Series of Toyota: Mengakhiri Cinta Dalam 3 Episode

Abstract

Special regulations that arrange certain product specifications, affect how products are advertised. Products are advertised by looking for a unique selling point of the advantages offered compared to competitors, and the problem is special regulations that make the product lose its characteristics and user interests. For example, emission regulations have led to the emergence of a new type of car called Low-Cost Green Cars and resulted in a lack of demand for city car products. This research analyzes the persuasion strategies used to advertise Yaris, a city car product of Toyota, in the medium of the movie series: Mengakhiri Cinta Dalam 3 Episode. Qualitative methods with the content analysis are used to analyze the application of visual persuasion, an approach that tends to override functional benefits and relies on creativity in dealing with product deficiencies and forming a positive product image. The research was conducted by analyzing videos on the Toyota Indonesia YouTube channel. Data were collected using the study literature method and interviewing related sources. The results show that the product image shown through this movie series character image and some of the product advantages displayed in the storyline of the movie series.