Representation of Luxury Lifestyle in Property Billboard Advertisements: A Critical Analysis

Cut Irna Liyana, Khusnul Khatimah, Rawinda Fitrotul Mualafina, Endah Anisa Rahma

Abstract


In the world of property marketing, advertising serves as the main tool to attract the attention of potential buyers. Advertisements not only offer products, but also promote the lifestyle attached to these products. This research aims to explore how the representation of luxury lifestyles in property advertisements can influence audience perceptions and aspirations, as well as how advertisements reflect and shape social reality in society. This is a qualitative research. The data in this study are verbal and visual aspects contained in outdoor billboard advertisements with the type of property advertisement. The results of this study indicate that the representation of a luxurious lifestyle in property advertisements is realized through verbal aspects and visual aspects. Based on the structure of property advertisements, the visual components include: (1) lead, (2) display, and (3) emblem. Meanwhile, the verbal or linguistic components include: (1) announcement, (2) reinforcement, (3) emblem, (4) tag, and (5) contact and visit information. property billboards function not just as advertisements but as representations of an aspirational lifestyle, inviting viewers to imagine themselves as part of this exclusive world.


Keywords


representation, luxury lifetyle, advertisement, discourse analysis

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References


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DOI: https://doi.org/10.35308/jspps.v4i1.10192

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