LUXURY PRESTIGE: PERCEIVED HIGH VALUE OF LUXURY BRANDS IN DECEPTIVE ADVERTISING AS CRITICISM THROUGH VIDEO MONTAGE

• Main Author: Arvy Salsabila, Aurora
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/83747
• Institution: Institut Teknologi Bandung

The consumerism phenomenon is the mindset to consume goods in excess that they might not necessarily need to survive. The consumption of unnecessary goods has many forms, one of which is the consumption of luxury brand goods. The purchase of these goods is influenced by the luxury brand that sells them. Luxury brands use advertising to convey certain impressions about their perceived high value. Luxury brand advertisements give the impression that high prices coupled with their brands guarantee high value, even though these goods might not be different compared to other similar goods in terms of function or quality. A certain mindset forms from automaticity of action, which is when a person relies on a common understanding repeatedly and it becomes an unconscious action. This mindset influences the behaviour of middle and upper strata consumers to purchase luxury brand goods. In this work, the automaticity of action phenomenon embedded in consumers encourages critical thinking on the consumerism phenomenon of luxury brand goods. This work uses similar visual system with luxury brand advertisements to directly criticize them. The reference artists chosen are artists who discuss the consumerism phenomenon by using the visuals of the subject itself to criticize them. The logo and names that are put in the advertisements are used to connect ordinary goods with the perceived high value of luxury brands. Contrast forms between the goods sold being ordinary quality and the impression of luxury brands that are perceived to have high value. This produces new meanings about the perceived value of goods sold by these luxury brands. Critical thinking about the stereotypical mindset of luxury brand goods is presented through the inverted representation of advertisement visuals into criticism towards the construction of luxury brands.