Liunardy, Stefanus (2024) UTILIZATION OF AUGMENTED REALITY TECHNOLOGY IN THE CURRENSHE CAMPAIGN BY BANK OCBC NISP FOR FEMALE CHARACTERIZATION. In: International Seminar on Language, Education and Culture, 11-12 Juli 2024, Universitas Negeri Malang.
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Text (Stefanus Liunardy)
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Abstract
This research examines the application of Augmented Reality (AR) technology within the CurrenShe Campaign conducted by Bank OCBC NISP, emphasizing the communication message aspect. Through an analysis of the CurrenShe Instagram filters available on the official Instagram account @ocbc_indonesia, this study dissects the communication messages and narratives of struggle portrayed by six (6) prominent Indonesian female figures. Employing document study techniques and qualitative content analysis methods, the research scrutinizes six (6) CurrenShe Instagram filters. The findings highlight the fusion of AR and visual communication elements within the campaign's framework. Consequently, this research contributes to the comprehension of AR within the field of communication science and offers practical insights for the advancement of similar campaigns.
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| Uncontrolled Keywords: | communication, Augmented Reality, campaign, CurrenShe, Bank OCBC NISP |
| Subjects: | Komunikasi > Advertising Komunikasi > Komunikasi |
| Divisions: | Fakultas ISIP > Ilmu komunikasi |
| Depositing User: | Editor 3 uajy |
| Date Deposited: | 21 Nov 2024 12:30 |
| Last Modified: | 21 Nov 2024 12:30 |
| URI: | http://e-journal.uajy.ac.id/id/eprint/32927 |
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