MATCHING EMOTION EVOKED WITH PROMOTIONAL PICTURES : THE CASE OF TENUE PROMOTIONAL INSTAGRAM

• Main Author: Munaf, Azfarhan
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/34045
• Institution: Institut Teknologi Bandung

Since Instagram has become one of the most popular social media used by people around the world, a lot of business switch the platform to Instagram for selling their product and service. One of the considerations for selling product on Instagram is to create an emotion in the customer's mind through a photo. This method is used by one of the brands in Jakarta named Tenue de Attire. This brand is already running for 6 years since 2013. CEO of Tenue planned to create Joy, Relaxation, and Inspiration on Tenue's Instagram through each photo they post. Tenue used some of the photography techniques such as rules of third, coloring, model, object and composition. This technique is supporting the photo to brings the emotion from the customer. Tenue already decides three photos that represent each type of post in Tenue's Instagram which is Detail, Atmosphere, and Styling This research used a qualitative approach, semi-structured interview in gathering the data of the respondents and coding interpretation to analyze the interview. The data shows that Joy, Relaxation, and Inspiration are successfully delivered to the customer's mind but each type of photo has their own weakness. This weakness becomes the problem for Tenue because is not reach the target to put three emotion in each photo. The findings will useful for every fashion brand in Indonesia to create emotion through the photo. These findings are also useful for other parties that have planning to create emotion in any kind of photos