A Genre Analysis of Car Brochure Advertisements: Exploring Move and Step Approach
DOI:
https://doi.org/10.22437/kalistra.v4i1.40144Keywords:
genre, analysis, brochure, advertisement, discourseAbstract
The aims of this article is to understand the move and step of car brochures and explore how these elements vary across different examples. This article analyzed four car brochure from different brand using Bathia’s framework of move and steps with qualitative method. The result of this paper is that the car brochures from Nissan, Chery, Toyota, and KIA showcase distinct strategies tailored to their audiences. Nissan emphasizes simplicity and reliability, Chery appeals to modern, urban buyers with stylish designs, Toyota balances detailed information with innovation, and KIA highlights sustainability and luxury with electric and premium models. Each reflects its brand’s unique identity and audience focus.
Abstrak
Tujuan dari artikel ini adalah untuk memahami move dan step dalam brosur mobil serta mengeksplorasi bagaimana elemen-elemen ini berbeda pada berbagai contoh. Artikel ini menganalisis empat brosur mobil dari merek yang berbeda menggunakan kerangka move dan steps dari Bathia dengan metode kualitatif. Hasil penelitian menunjukkan bahwa brosur mobil dari Nissan, Chery, Toyota, dan KIA menampilkan strategi yang berbeda sesuai dengan target audiens masing-masing. Nissan menekankan kesederhanaan dan keandalan, Chery menarik minat pembeli modern dan urban dengan desain yang stylish, Toyota menggabungkan informasi detail dengan inovasi, dan KIA menonjolkan keberlanjutan serta kemewahan melalui model listrik dan premium. Setiap brosur mencerminkan identitas unik mereknya dan fokus pada audiensnya.
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