Formats and Interpretation of marketing communication through movie posters

Abstract

            This study aims to study the format and method of communication about marketing communication through movie posters. With quality research in textual analysis from the movie posters that are presented about marketing communication. This study was conducted qualitatively by means of Visual Methodologies, Semiologies, Marketing Communication and Print media design. Using movie concepts and theories as a guideline for analyzing the 100 pre-rated movie posters from the website. http://www.imdb.com for the year 2018, the research found that

            Form of Interpretation of marketing communication through movie posters in accordance with The Good Eye Image Analysis Method consists of 1) Content elements including 1.1) Content format is classified according to Genres of the movie and 1.2) abstract content found that marketing communication with famous directors, protagonists, movie storyline, couples and partners of actors, sequels of movies, based on True story, Fantasy, cartoon, team actors, award, Indy and presenting the main lead actors who are directing the story. 2) Regarding the color elements, it was detected that the marketing communication using the colors of warm tone and cold tone 3) Regarding the elements of spatial composition were found in 6 styles which were marketing communication by Silhouette layout, Picture window layout, circus layout, Frame layout, Big type layout and Rebus layout 4) Light elements, it was found that  Marketing communication characteristics with light, medium and light weight characteristics and 5) As for the emotional elements, three communication strategies were detected: Funny, Excited and depress mood.

            Interpretation of marketing communication through movie posters. The result of the research found that 3 ways that movie posters have a way to communicate with the concept about Intertext, Semiologies and appeal usages in the film.