Analisis naratif video iklan "the everyday adventure project" dari BMW Motorrad

Netti, Samuel Yolis Michdon (2021) Analisis naratif video iklan "the everyday adventure project" dari BMW Motorrad. Masters thesis, Universitas Pelita Harapan.

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Abstract

Persaingan yang ketat di industri otomotif, khususnya sepeda motor, mengakibatkan pabrikan sepeda motor di seluruh dunia memanfaatkan iklan sebagai salah satu strategi promosi untuk menjangkau target market yang diinginkan. Salah satu bentuk iklan yang digunakan untuk melakukan aktifitas promosi adalah dengan menggunakan format video, yang saat ini telah menjadi jenis konten yang paling disukai di internet. Salah satu format video yang sedang menjadi trend adalah video storytelling, yaitu sebuah taktik pemasaran yang menggunakan format video untuk menceritakan cerita menarik tentang sebuah merek, perusahaan, atau produk. Sebagai sebuah produsen sepeda motor premium, BMW Motorrad juga menggunakan konsep video storytelling dalam mempromosikan produk-produk unggulannya. Misalnya, pada produk terbarunya, BMW G 310 GS, yang dirilis pada akhir tahun 2018 lalu, yang menghadirkan kampanye “The Everyday Adventure Project”, yang dilakukan di seluruh dunia, termasuk di Indonesia. Pada penelitian ini, Penulis akan melakukan analisis naratif tentang bagaimana BMW Motorrad membangun kesadaran emosional dari produk BMW G 310 GS sebagai sepeda motor untuk melakukan “Petualangan Sehari-hari” (Everyday Adventures) – yang merupakan tagline dari produk BMW G 310 GS, melalui serial video advertising. Dalam melakukan analisis naratif, Peneliti akan menganalisisnya menggunakan tiga aspek penting dari teori Paradigma Naratif, yaitu Narasi (Narration), Rasionalitas Narasi (Narrative Rationality), dan Logika dari Pertimbangan Akal Sehat (The Logic of Good Reasons). / The intense competition in the automotive industry, especially motorcycles, has resulted in motorcycle manufacturers around the world using advertising as a promotional strategy to reach the desired target market. One form of advertising that is used to carry out promotional activities is by using the video format, which is currently the most preferred type of content on the internet. One of the video formats that is trending is video storytelling, which is a marketing tactic that uses video formats to tell interesting stories about a brand, company, or product. As a premium motorcycle manufacturer, BMW Motorrad also uses the concept of video storytelling in promoting its superior products. For example, in its newest product, the BMW G 310 GS, which was released at the end of 2018, which presents the campaign "The Everyday Adventure Project", which is carried out all over the world, including in Indonesia. In this research, the author will conduct a narrative analysis of how BMW Motorrad builds emotional awareness of the BMW G 310 GS as a motorcycle to carry out "Everyday Adventures" - which is the tagline of BMW G 310 GS products, through serial video advertising. In carrying out the narrative analysis, the researcher will analyze it using three important aspects of the Narrative Paradigm theory, namely Narration, Narrative Rationality, and The Logic of Good Reasons (The Logic of Good Reasons).

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