Visual Persuasion On Credit Card Advertisements

Abstract

Credit cards are considered as a means to realize the dream and desire for goods or celebrations that are secondary and even tertiary needs, otherwise the user have to pay cash. Various bank offer credit cards to their customers, one of the ways is through the print media. Visual persuasion with regard to viewer’s insight. How visual persuasion used to lure bank customers to have and use a credit card. Through observations and comparisons between credit cards advertisements issued by three major banks, Mandiri, BNI and BCA, and use four stages of visual analysis and matrix analysis, showed a trend of visual, style and persuasion messages used by each credit card advertisement. All three banks use visualization through emotional approach, lifestyle and social status of the upper class people. Female figure, family were used as the model in credit card advertisements. The techniques of delivering messages and persuasion techniques as result of this research can be used in advertising design to persuade the audience.

Keywords : credit card advertisements, visual persuasion