3 RESULT AND DISCUSSION
3.1 Communication message
The benefits of RH products are providing color selection consultations, from models to customized
sizes so that consumers can look beautiful according to their personalities, while the consumer
insight from the bridesmaid phenomenon becomes a very important moment in beautifying the
appearance. They want Muslim dresses that show character and self-privilege. So, RH wants to
portrait the brand as “Muslim dress that is customized so that it can look beautiful according to the
character and personality of yourself on a special day”.
With the tagline “Stunningly Beauty, Be You Be True”, RH believes women can look beautiful
and confident according to their character. By using scuba dress, the ladies would be fascinated
as if the dress is made to exude their own persona. The communication strategy is used in providing information on product excellence. To provide the best service, appreciation and surprise
to convince the target audience to make a purchase, this design utilized FACET Model of Effects
Communication approach in the form of affective responses to the stage of resonance of belief
(Moriarty et al. 2008). If the viewer could be triggered and feel the energy from the brand message
seen through advertisements, they will continue to look forward and share their experiences so that
others can feel the same way (Petrescu 2014).
3.2 Visualization
The visual pays attention to details on product quality and cohesiveness along with the bridesmaid
themes. It also requires the use of informative and persuasive copywriting with advertising approach
models such as Compliment Ads (praise) and Question Ads in the form of the use of questions in
the headline so that it attracts the target to be more deeply attached to a message to the visual of
the ads (Collins 2014).
In the design of logo making, the primary colors used are purple, gold, and ash by using color
mixing which results in a series of colors that are: bright colors (tints), tone colors (tones), and dark
colors (shades). These colors may trigger specific responses and harmony with the message (Meilani
2013). The supporting logo reads “Be You, Be True” by serif typefaces to give the impression that
emphasizes the character of an elegant woman.
3.3 Media strategy
The media mix conveys the messages according to the analysis of the target audience and is designed
with the AISAS communication model. Attention (A) is a step to shape the first impression of the
Figure 1. Promotion media of special bridesmaid package RH. (Source: Ridjana 2020)
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3.1 Communication message
The benefits of RH products are providing color selection consultations, from models to customized
sizes so that consumers can look beautiful according to their personalities, while the consumer
insight from the bridesmaid phenomenon becomes a very important moment in beautifying the
appearance. They want Muslim dresses that show character and self-privilege. So, RH wants to
portrait the brand as “Muslim dress that is customized so that it can look beautiful according to the
character and personality of yourself on a special day”.
With the tagline “Stunningly Beauty, Be You Be True”, RH believes women can look beautiful
and confident according to their character. By using scuba dress, the ladies would be fascinated
as if the dress is made to exude their own persona. The communication strategy is used in providing information on product excellence. To provide the best service, appreciation and surprise
to convince the target audience to make a purchase, this design utilized FACET Model of Effects
Communication approach in the form of affective responses to the stage of resonance of belief
(Moriarty et al. 2008). If the viewer could be triggered and feel the energy from the brand message
seen through advertisements, they will continue to look forward and share their experiences so that
others can feel the same way (Petrescu 2014).
3.2 Visualization
The visual pays attention to details on product quality and cohesiveness along with the bridesmaid
themes. It also requires the use of informative and persuasive copywriting with advertising approach
models such as Compliment Ads (praise) and Question Ads in the form of the use of questions in
the headline so that it attracts the target to be more deeply attached to a message to the visual of
the ads (Collins 2014).
In the design of logo making, the primary colors used are purple, gold, and ash by using color
mixing which results in a series of colors that are: bright colors (tints), tone colors (tones), and dark
colors (shades). These colors may trigger specific responses and harmony with the message (Meilani
2013). The supporting logo reads “Be You, Be True” by serif typefaces to give the impression that
emphasizes the character of an elegant woman.
3.3 Media strategy
The media mix conveys the messages according to the analysis of the target audience and is designed
with the AISAS communication model. Attention (A) is a step to shape the first impression of the
Figure 1. Promotion media of special bridesmaid package RH. (Source: Ridjana 2020)
28