Visual Framing with Humorous Approach for Gojek’s J3K Initiative Video

Abstract

Gojek is a technology company that reaches Indonesian people through online services. Gojek continues to innovate and be creative in various promotional media, and is increasingly recognized for its advertisements on social media. There are 2 (two) Gojek public service advertisement videos with the theme of J3K which are broadcasted through Gojek Indonesia’s YouTube media, namely “J3K: Agar Nyaman dalam perjalanan pake Gojek” from the driver’s point of view and “Cara aman hidup nyaman pake Gojek” from the customer’s point of view. These two videos are about one minute long to convey the J3K principle (Jaga Kesehatan, Jaga Kebersihan, Jaga Keamanan or maintaining safety, health and hygiene) that drivers and customers need to remember and implement in order to work and be active during this COVID-19 pandemic. Both videos are animated videos with moving frame visualizations. This research examines how characters, visuals and framing are used to conveying the message of the J3K Gojek campaign with a humorous approach. The method used is descriptive qualitative with literature analysis of the visual screen capture of the advertisement video. The result of the analysis is an understanding of visual framing with a humorous approach taken by Gojek in communicating the J3K initiative to the Indonesian people.