Estetika Visual Iklan Vivo V15 Versi Maudy Ayunda (Kajian Estetika Monroe Breadsley)

Abstract

This study discusses the aesthetic elements in a television advertisement. The aesthetic element is one of the elements of beauty. Aesthetics is a branch of philosophy that pays attention to or deals with the beauty of nature and art. Aesthetics emerged and developed into a study of science or philosophy about beauty. The purpose of this study is to describe the visual aesthetics in the Maudy Ayunda version of the Vivo V15 advertisement. The research data were analyzed using Monroe Breadsley's aesthetic theory, supported by mise-en-scene and cinematography aspects. The mise-en-scene in this study has a function to describe all the visuals in the Vivo V15 advertisement into textual data. Cinematography in this study also serves to describe the technique of taking pictures into textual data, then the results of textual data from mise-en-scene and cinematography are reprocessed using Monroe Breadsley's aesthetic studies where there are 3 characteristics that make good or beautiful objects. Aesthetic objects in general, namely unity, complexity, and intensity. This research is a type of qualitative research using descriptive method. The results of the research that has been done are that there are 3 discussions of beauty in the Maudy Ayunda version of the Vivo V15 advertisement. Keyword: Television ADS, Advertisement, Vivo V15 Ads Masudy Ayunda Version, Aesthetic, Mise- en-scene, Sinematografi.