STRATEGI VISUALISASI PESAN IKLAN HANDICOHÉSION - PUBLICITÉ EDF - TOUT DOIT ÊTRE ACCESSIBLE POUR TOUS

Abstract

This study examines the message visualization strategies in the advertisement Handicohésion – Publicité EDF – Tout Doit Être Accessible Pour Tous, which depicts a fictional world where people with disabilities form the majority, while non-disabled individuals must adapt to the available infrastructure. This reversed perspective conveys a powerful message about the importance of universal accessibility, aligning with Électricité de France’s (EDF) commitment to inclusive services. Employing a descriptive qualitative method, the study integrates visual semiotic and narrative analysis, along with interviews involving visual communication experts and representatives from Indonesia’s National Disability Commission (KND RI). The main objective is to evaluate the effectiveness of the message and its delivery strategy, and how visual elements foster awareness and understanding of accessibility issues. The partnership with KND RI enriches the analysis and strengthens recommendations for more inclusive advertising practices. This research also aligns with the University’s Master Research Plan in the Creative Economy sector, particularly under the topic of Visual Design, and contributes to the advancement of visual communication in social campaigns that promote inclusion and equal access for all.