Pengaruh Storytelling dalam Komunikasi Visual pada Iklan Animasi Sasa “Malaikatku Penyelamatku”

Abstract

This study is titled The Influence of Storytelling in Visual Communication on Sasa’s Animated Advertisement “Malaikatku Penyelamatku”. The advancement of technology and digitalization has transformed marketing communication strategies, particularly through storytelling in animated advertisements. This study aims to analyze the influence of storytelling in visual communication on audience perception in Sasa’s animated advertisement. A quantitative research approach was employed, with data collected through questionnaires distributed to respondents who had watched the advertisement. This study adopts the Stimulus-Organism-Response (SOR) Theory, where the advertisement acts as a stimulus influencing audience perception as the response. Data analysis techniques include validity and reliability tests, as well as simple regression analysis to examine variable relationships. The results indicate that storytelling in visual communication has a positive and significant influence on audience perception. The visual and narrative elements in the advertisement successfully build emotional engagement, enhance attractiveness, and shape a positive brand perception of Sasa. Consequently, this study contributes to the advertising industry by providing insights into the effectiveness of storytelling in visual communication strategies to increase audience engagement.