Kajian Komunikasi Visual Iklan Yupi “Tak Kenyal Maka Tak Sayang” Berdasarkan Model AIDA dan Teori Gestalt

Abstract

The rise of digital media has driven a shift in advertising strategies, which no longer focus solely on conveying product information but also on building an emotional connection with consumers. One example of this strategy can be seen in Yupi’s ad titled “If It’s Not Chewy, It’s Not Loved.” This advertisement utilizes a simple concept regarding the loss of chewiness in various objects to emphasize the main characteristic of Yupi products as chewy gummy candies. This study aims to analyze how the visual and verbal elements in the advertisement work to capture the audience’s attention and build brand image. The study employs a qualitative method using observation techniques to analyze the advertisement, applying the AIDA model (Attention, Interest, Desire, Action) and Gestalt Visual Perception Theory. The results indicate that the advertisement effectively executes each stage of the AIDA model, starting from capturing attention through dynamic visuals, building interest through a unique conflict, fostering desire by highlighting the product’s advantages, and reinforcing action through a memorable slogan. Additionally, Gestalt principles—such as similarity, figure-ground, and unity—appear to be consistently applied, thereby helping the audience comprehend the advertisement’s message in its entirety. These findings suggest that the integration of visual elements, narrative flow, and slogans is capable of creating effective marketing communication and influencing