{"id":11270,"date":"2022-11-29T11:39:16","date_gmt":"2022-11-29T04:39:16","guid":{"rendered":"https:\/\/binus.ac.id\/malang\/?p=11270"},"modified":"2022-12-16T11:51:39","modified_gmt":"2022-12-16T04:51:39","slug":"brand-gender","status":"publish","type":"post","link":"https:\/\/binus.ac.id\/malang\/2022\/11\/brand-gender\/","title":{"rendered":"Brand Gender"},"content":{"rendered":"

Di masa lampau, konsumen dapat mengidentifikasi gender suatu merek tanpa kesulitan yang cukup besar. Cukup lewat komunikasi merek tersebut menggunakan tanda-tanda gender (laki-laki atau perempuan) yang mewakili secara eksplisit dunia gender tersebut. Misalnya di Indonesia tanda maskulinitas adalah celana sementara tanda feminitas adalah rok. Kedua tanda ini jelas penggunaannya bagi konsumen secara komunikatif karena mampu membantu konsumen untuk mengidentifikasi perbedaan konsumen yang ditargetkan dari brand atau produk tersebut.<\/p>\n

Namun, seiring berkembangnya waktu perkembangan produk dan layanan saat ini memunculkan produk-produk yang uniseks dimana target konsumennya adalah laki-laki maupun perempuan. Perubahan signifikan ini turut mengubah perilaku konsumen. Konsumen merasa semakin percaya diri menyulap tanda dan simbol yang menekankan budaya mereka dan tidak harus berdasarkan pada perspektif gender secara biologis.<\/p>\n

Lalu bagaimana brand gender ini terkonstruksi?<\/h3>\n

Hubungan gender sendiri tidak pernah menjadi topik yang dapat dibahas secara sederhana terutama dalam konteks budaya. Namun dalam konteks brand gender sendiri, konstruksi brand memiliki gender dapat dilihat dari tanda-tanda yang digunakan dan mengikutinya sebagai bahan interpretasi. Perkembangan brand gender adalah proses yang kompleks yang merupakan keseluruhan sistem tanda, simbol, dan kode yang digunakan dalam periklanan. Misalnya untuk mengidentifikasi brand gender diperlukan setidaknya pemahaman sistem tanda yang akan digunakan dalam desain.<\/p>\n

Tinjauan brand gender<\/h3>\n

Meninjau brand gender dapat dilakukan setidaknya berdasarkan item-item berikut ini:<\/p>\n

    \n
  1. Situasi budaya<\/li>\n
  2. Palet warna<\/li>\n
  3. Suasana pada desain<\/li>\n
  4. Bahasa<\/li>\n<\/ol>\n

    Demikian pembahasan mengenai brand gender menjadi salah satu topik yang menarik untuk dibahas lebih lanjut. Terutama dalam bidang desain komunikasi visual yang menempatkan desainer sebagai pelaku utama pencipta sistem tanda.<\/p>\n","protected":false},"excerpt":{"rendered":"

    Di masa lampau, konsumen dapat mengidentifikasi gender suatu merek tanpa kesulitan yang cukup besar. Cukup lewat komunikasi merek tersebut menggunakan tanda-tanda gender (laki-laki atau perempuan) yang mewakili secara eksplisit dunia gender tersebut. Misalnya di Indonesia tanda maskulinitas adalah celana sementara tanda feminitas adalah rok. Kedua tanda ini jelas penggunaannya bagi konsumen secara komunikatif karena mampu […]<\/p>\n","protected":false},"author":8,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[125],"tags":[],"class_list":["post-11270","post","type-post","status-publish","format-standard","hentry","category-visual-communication-design"],"yoast_head":"\nBrand Gender | BINUS UNIVERSITY MALANG | Pilihan Universitas Terbaik di Malang<\/title>\n<meta name=\"description\" content=\"BINUS University Malang Merupakan Universitas Terbaik di Malang dengan Program Computer Science, Entrepreneurship Bussiness Creation, Computer Science, Interior Design, Communication, Public Relations, Visual Communication Design.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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