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All Journal VisArt: Jurnal Seni Rupa dan Design
Hestia Rachmat Nunciata Lubis
Program Studi Desain Komunikasi Visual, Fakultas Ilmu Pemerintahan Dan Budaya, Universitas Indo Global Mandiri Palembang, Indonesia

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Analisis Startegi Kreatif Iklan Marjan 2024 “Putri Hijau Dan Desa Kehidupan" Dhea Arien Febrianie; Hestia Rachmat Nunciata Lubis; Echa Nabila
VisArt: Jurnal Seni Rupa dan Design Vol. 4 No. 1 (2026): VisART : Jurnal Seni Rupa & Desain
Publisher : Penerbit dan Percetakan, CV. Picmotiv

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61930/visart.v4i1.1748

Abstract

This study aims to analyze the creative strategy of using storytelling through Indonesian traditional and cultural narratives with a cinematic concept in PT Lasallefood Indonesia's 2024 Marjan Syrup advertisement entitled "Putri Hijau dan Desa Kehidupan". The advertisement successfully attracts audience attention and conveys implicit messages through its presentation. This study employs a qualitative descriptive method with a content analysis approach. The stages of analysis are conducted by describing the advertising elements, including the advertiser, message, media, target audience, and consumer response. Furthermore, the analysis uses Ferdinand de Saussure's semiotic theory to examine the implicit meanings contained in the advertisement, as well as the AIDA (Attention, Interest, Desire, Action) model to analyze its creative strategy. The results indicate that the implicit messages conveyed in the advertisement can encourage audiences to engage more deeply, both in product purchases and digital interactions. The findings also show that the use of visualization is highly effective in attracting audience attention, and that delivering messages through appealing visuals can enhance product recognition and stimulate consumer interest. In conclusion, the creative strategy implemented by PT Lasallefood Indonesia in the 2024 Marjan Syrup advertisement "Putri Hijau dan Desa Kehidupan" has been effective in fulfilling both the AIDA elements and the semiotic aspects of the advertisement
Buku Ensiklopedia Ikan Kecublang Khas Musi Banyuasin Sumatera Selatan Paulina; Hestia Rachmat Nunciata Lubis
VisArt: Jurnal Seni Rupa dan Design Vol. 4 No. 1 (2026): VisART : Jurnal Seni Rupa & Desain
Publisher : Penerbit dan Percetakan, CV. Picmotiv

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61930/visart.v4i1.1940

Abstract

The design of the Kecublang endemic fish encyclopedia book special for Musi Banyuasin in South Sumatra aims to produce educational media to introduce Kecublang fish to children aged 10–12 years. This design was motivated by the lack of information media that discusses Kecublang fish specifically with an interesting, informative, and easy-to- understand presentation by children. Kecublang fish is part of the local biodiversity that needs to be introduced to the younger generation so that its existence is known and appreciated. The methods used include observation, interviews, literature studies, and documentation to obtain data about Kecublang fish and the information needs of the target audience. The data is the basis for determining the visual concept and the preparation of information in the book. The design process includes determining concepts, color selection, typography, illustrations, and layouts according to the characteristics of children aged 10–12 years. The result of the design is in the form of an encyclopedia book that contains introductions, characteristics, types, habitats, food, and threats to the existence of Kecublang fish. This book is expected to be an alternative learning medium to increase children's knowledge and concern for biodiversity and the local environment in Musi Banyuasin
Co-Authors Dhea Arien Febrianie Echa Nabila Paulina