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Unsur Hiperrealitas Dalam Video Iklan Parfum Guerlain: L’Homme Idéal, Dea Nur Lahuda, Myrna Laksman Huntley

Paradigma: Jurnal Kajian Budaya

The glance of perfume advertising found in the previous study has two main themes: visual and verbal strategies. Video advertisement of Guerlain brand perfume from France for his latest male series, L’Homme Idéal, displayed containing both themes referred to the domination of monochrome colors and the narration of the explanation of perfume itself uploaded through YouTube social media. This study examines metaphors and signs in an advertisement to see how far the advertisement affects people’s minds in playing with their imagination, using a qualitative method and literature studies as a data collection technique. The analysis uses Kövecses’s metaphorical theory, Peirce’s …