Visual Perception Of The Adidas Brand On Gen Z’s Instagram Feed
Persepsi Visual Merek Adidas Di Feed Instagram Pada Gen Z
DOI:
https://doi.org/10.21070/ups.9962Keywords:
Visual Perception, Adidas, Instagram Feed, Generation ZAbstract
This study aims to analyze and understand how visual elements in the @adidasindonesia Instagram feed shape Adidas brand perception among Generation Z. This study uses Charles Morris's visual perception theory framework which includes three main aspects, namely syntactic, semantic, and pragmatic, to examine visual structure, meaning, and visual impact on the audience. The research method used is qualitative with a descriptive approach, which focuses on an in-depth understanding of the audience's visual perception without involving hypothesis testing or statistical measurements. The object of the study is the visual content on the @adidasindonesia Instagram feed during the period 2023 to 2025. The results of the study indicate that the visual feed of @adidasindonesia Instagram has a strategic role in shaping the perception of the Adidas brand among Generation Z.Downloads
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