AN ANALYSIS OF VERBAL AND NON-VERBAL COMMUNICATION CUES USED IN ADVERTISEMENT VIDEOS OF “DR. MARTENS” AND “VANS”

Abstract

Verbal and non-verbal communication cues play a vital role in reinforcing an advertising message and enhancing its impact on the audience. This study explores the role of verbal and non-verbal communication cues in enhancing the effectiveness of advertising videos, focusing on two iconic footwear brands: Dr. Martens and Vans, how these cues function collectively to not only inform but also persuade viewers. This study used a qualitative research method with a case study approach. The data were taken from six video advertisements, three from Dr. Martens and three from Vans with sources from their Official YouTube. The analysis identifying verbal communication cues using Gorys Keraf’s theory and William J. Seiler's theory for non-verbal communication cues. Each script and scene were classified to identify the most dominant use of verbal and nonverbal communication in each video. A questionnaire was also distributed to 33 potential buyers to validate the effectiveness of these advertisements. The findings revealed that identification, rationalization, and suggestion were the most frequently used verbal techniques, while facial expressions and body movements dominated the non-verbal strategies. The questionnaire results confirmed that the majority of audiences agreed that the messages were clear, engaging, and effective in building brand image.