VACANA
School of Liberal Arts
Mae Fah Luang University
School of Liberal Arts
Mae Fah Luang University
ISSN: 2287-0903
บทคัดย่อ
ความนิยมของการทำตลาดผ่านสื่อสังคมออนไลน์ทำให้แบรนด์หลายๆ แบรนด์พยายามที่จะออกแบบ โฆษณาดิจิตัลให้อยู่ในรูปของข้อความที่สื่อสารแบบผสมผสานเพื่อที่จะเข้าถึงลูกค้าออนไลน์ งานวิจัยนี้มุ่ง ศึกษาเทคนิคการออกแบบที่ใช้ในบริบทดังกล่าว และดูการมีอิทธิพลซึ่งกันและกันระหว่างภาพและข้อความ ในการออกแบบ โดยคัดเลือกข้อความที่สื่อสารแบบผสมผสานที่อยู่ในโพสต์ของอินสตาแกรมของสตาร์บัคส์มาเป็นกรณีศึกษา และใช้การวิเคราะห์ตามหลักการออกแบบทรัพยากรภาพในข้อความที่สื่อสารแบบผสมผสานของโจนส์และฮาฟเนอร์ (Jones & Hafner, 2012) และแนวคิดภูมิทัศน์สัญศาสตร์ของเครสและฟาน ลีเออเวน (Kress & van Leeuwen, 2006) องค์ประกอบในการออกแบบที่ศึกษา ได้แก่ รูปแบบ สี และการจัดวางภาพและคำ ผลการศึกษาพบว่าผู้ออกแบบใช้เทคนิคของศิลปะป๊อป อาร์ต การใช้ภาษาแบบไม่เป็นทางการ การเล่นคำ การออกแบบและการจัดตัวอักษร การใช้สีคู่ตรงข้าม และการจัดองค์ประกอบของภาพและข้อความ เพื่อดึงดูดความสนใจของผู้ใช้อินสตาแกรม ผลการศึกษายังพบว่าความสัมพันธ์ระหว่างภาพและข้อความที่อยู่ในข้อความที่สื่อสารแบบผสมผสานบนอินสตาแกรมของสตาร์บัคส์เป็นแบบการสื่อสารข้อมูลที่เหมือนกัน นอกจากนี้ ข้อความที่สื่อสารแบบผสมผสานเหล่านี้สามารถชักจูงให้เกิดอารมณ์ด้านบวกเพื่อสร้างความผูกพันกับลูกค้าทางสื่อสังคมออนไลน์
Abstract
Due to the popularity of social media marketing, many brands have attempted to design digital advertisements in the form of multimodal texts to reach their customers online. This research aims to investigate some of the design techniques used in this context and the interplay between image and text used in the design. In this case study, selected multimodal texts in Starbucks’ Instagram posts were analyzed by applying Jones and Hafner’s (2012) design principles of visual resources in multimodal texts and Kress and van Leeuwen’s (2006) semiotic landscape approach. The design elements that were examined consisted of styles, colors, and alignment of image and text. The findings of this study revealed that the designer applied the techniques of using pop art, informal language, wordplay, typographical devices, complementary colors, and image and text composition to attract Instagram users’ attention. It was also found that the relationship between image and text in Starbucks’ multimodal texts on Instagram was in concurrence. Furthermore, these multimodal texts could appeal to positive emotions in order to generate customer engagement on social media.
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