SIGNIFICATION OF “THE SPIRITUALITY OF TEACHERS” REFLECTED IN SOCIAL PROMOTION VIDEO OF 7-ELEVEN

Abstract

        This is a qualitative research. The objective of this research is (1) to understand the  signification of the spirituality of teachers reflected in social promotion video of 7-Eleven and (2) to understand creative elements with the power to communicate with the target audiences. The concepts and theories used as guidelines for approaching the research problems consisted of teacher concepts, semiotic study approaches, technical visual language together with the concept and theories about corporate image and sustainability marketing. The researcher collected data from the video work from 1 to 15 April 2022 for the analysis of the text, and from the interview with 4 target groups consisted of secondary school and university students, teachers and lecturers.

        The research findings revealed that (1) the construction of the meaning of the teacher's spirituality was reflected through the video including the use of images for simile, metaphors, paradox, the creation of binary opposition, use of visual symbol, and nonverbal language through facial expressions and gestures, the connotation of technical visual language, implosion of meaning, the change in the rhythm of the music at the turning point, the use of the echo technique, and the use of songs and chants to convey the meaning of the video. (2) The creative elements of video work with the power to communicate with the target groups comprise the creation of stories from real events, the use of symbols to convey outstanding teachers, the use of light to convey the meaning, the use of music and background music, the emotional content, and the presentation with the storytelling techniques to persuade comparative interpretation.