Figure 1. Delivery of product positioning through the comic panel.
(Image source:
www.instagram.com/recharge.id)
is in line with what is expressed by Davis (2015) wherein social media branding demands to be a
problem solver for consumers. The use of the comic style in the delivery of messages makes the
information conveyed more attractive. By definition, comics are sequences of images arranged
in accordance with the purpose of the message to be conveyed (Gumelar 2011). In addition to
communicating through comics, the visual style in the picture is conveyed through cartoons. This
is very suitable for Recharge’s target audience since the cartoon style is very popular among the
younger generation (Artawan et al. 2015).
Information about the type of service is not only shown in the text contained in the picture. It
also looks at the caption that supports the image which shows descriptive sentences that state the
position of the product as an application-based power bank rental service.
Figure 2. A comparison between recharge and recharging station products. (Image source:
www.instagram.com/recharge.id)
Unlike the previous image which emphasizes more on informing the product’s position, this
picture shows the comparative value where the product compared is to its competitors, in this
case the charging station that is often found in public facilities. Unlike charging stations where
consumers must carry their own smartphone chargers, Recharge places more emphasis on the
practical aspects where consumers just rent and use the power bank provided by Recharge. This is
in line with what was expressed by Davis (2015) where the use of social media as a media is used
to convey the strength of the product where consumers get a picture of the service/use of a product
that is tailored to personal experience before deciding on a purchase.
Comparison is one style of advertising in the delivery of messages. In comparison, product
promotion is often positioned as superior compared to competing products and directly emphasizes
the value of the main message (Suyanto 2006). The comparison value contained in the picture
display is charging the mobile battery with a charging station and recharge product.
Apart from the emphasis on aspects of product positioning, Instagram @recharge.id also displays
visualizations related to the use of the product. This is because the use of the Recharge power bank
is different from the charging station commonly used by the public.
149
(Image source:
www.instagram.com/recharge.id)
is in line with what is expressed by Davis (2015) wherein social media branding demands to be a
problem solver for consumers. The use of the comic style in the delivery of messages makes the
information conveyed more attractive. By definition, comics are sequences of images arranged
in accordance with the purpose of the message to be conveyed (Gumelar 2011). In addition to
communicating through comics, the visual style in the picture is conveyed through cartoons. This
is very suitable for Recharge’s target audience since the cartoon style is very popular among the
younger generation (Artawan et al. 2015).
Information about the type of service is not only shown in the text contained in the picture. It
also looks at the caption that supports the image which shows descriptive sentences that state the
position of the product as an application-based power bank rental service.
Figure 2. A comparison between recharge and recharging station products. (Image source:
www.instagram.com/recharge.id)
Unlike the previous image which emphasizes more on informing the product’s position, this
picture shows the comparative value where the product compared is to its competitors, in this
case the charging station that is often found in public facilities. Unlike charging stations where
consumers must carry their own smartphone chargers, Recharge places more emphasis on the
practical aspects where consumers just rent and use the power bank provided by Recharge. This is
in line with what was expressed by Davis (2015) where the use of social media as a media is used
to convey the strength of the product where consumers get a picture of the service/use of a product
that is tailored to personal experience before deciding on a purchase.
Comparison is one style of advertising in the delivery of messages. In comparison, product
promotion is often positioned as superior compared to competing products and directly emphasizes
the value of the main message (Suyanto 2006). The comparison value contained in the picture
display is charging the mobile battery with a charging station and recharge product.
Apart from the emphasis on aspects of product positioning, Instagram @recharge.id also displays
visualizations related to the use of the product. This is because the use of the Recharge power bank
is different from the charging station commonly used by the public.
149