SUSANTO, ELLISA (2023) AN ANALYSIS OF VISUAL DESIGN ELEMENTS IN ENGLISH COURSE ADVERTISEMENT. Other thesis, Universitas Katholik Soegijapranata Semarang.
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Abstract
The human eye is an extremely complex organ. Our vital sense of sight wields such complicated visual perception activity. Human visual perception is the way our eyes process visual stimuli or information in our brains. In fact, visual perceptions affect people on a daily basis when memorizing, understanding, and or deciding information. This paper is an initial attempt to investigate the potential relationship between four main items composed in the advertisement known as visual designs: line, typography, colors, and shape —specifically, to evaluate the degree of influence and level of dominance toward the consumer decision-making process. The study aims to generate an understanding of how people perceive and value design concepts that might lead them to such behavior. This inquiry is conducted at Karangturi National High School. Parents of 120 senior high school students who had been or currently attend private English courses are the focus sample. This study uses closed-ended surveys to support or confirm conclusions drawn during the research. The data gathered are tested on their validity, distribution, and reliability to ensure their compatibility to answer the research question. Our findings indicate that advertisements certainly had a strong positive connection in influencing customer buying decisions. Each 4 design elements carry a different significance. Color contributes to the advertisement's attractiveness the most, followed by forms, fonts, and at last line. This investigation also finds that people are into festive lively design rather than simple ads. Hopefully, this investigation could help provide insight into customer preference and purchasing behavior for marketers to pursue an appropriate advertising strategy. Marketers will then develop the know-how to improve public interest in the advertisement through information gathered from the survey.
| Item Type: | Thesis (Other) |
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| Subjects: | 400 Language |
| Divisions: | Faculty of Language and Art > Department of Englishpreneurship |
| Depositing User: | mr AM. Pudja Adjie Sudoso |
| Date Deposited: | 04 Oct 2023 02:05 |
| Last Modified: | 04 Oct 2023 02:05 |
| URI: | http://repository.unika.ac.id/id/eprint/33081 |
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