CITRAWIRA : JOURNAL OF ADVERTISING AND VISUAL COMMUNICATION
Fokus utama jurnal ini adalah untuk mempromosikan forum diskusi secara akademik global dan pertukaran interdisipliner maupun multidisiplin keilmuan dari para cendekiawan peneliti yang mengeksplorasi topik pada permasalahan periklanan dan komunikasi visual. Serial ini akan mendorong inovasi dan penelitian, berkontribusi pada pemahaman yang lebih baik tentang dampak naratif, teknologi, ekonomi, promosi, periklananan dan persoalan artistik desain dalam lingkup desain grafis, multimedia, animasi, game yang meliputi seluruh rumpun dalam desain komunikasi visual. Analisis naratif fenomena tertentu, dengan fokus pada periklanan dan komunikasi visual; Studi tentang pengaruh promosi dan periklanan maupun komunikasi visual oleh teknologi media sosial; Analisis promosi dan periklanan yang mempengaruhi strategi baru dalam desain untuk mempersuasi konsumen seperti ambien media; Studi tentang hubungan antara desain grafis, animasi, game dan multimedia terhadap rasa estetika desain dan keinginan pasar strategis. Kajian tentang formula ekonomi dan inovatif dalam hal rantai produksi dan strategi pemasaran untuk periklanan cetak, periklanan TV, film iklan web series, animasi, game, fotografi iklan dalam aspek komunikasi visual. Dampak dan signifikansi strategi pemasaran untuk periklananTV, film iklan web series, animasi, game, iklan korporat, fotografi iklan, brand dan branding dari perspektif ekonomi politik atau pendidikan; Pendekatan historis dalam konteks sejarah periklanan untuk menemukan dan mengidentifikasi pengaruh-pengaruh terhadap strategi promosi, film iklan web series, animasi, game dan fotografi iklan, visual merchandising dalam ranah komunikasi visual; Kajian tentang fenomena baru pada periklanan, promosi, film iklan web series, animasi, game fotografi iklan, ambien media, baik media cetak maupun media online; Analisis dan studi yang berfokus aspek persuasi konsumen terhadap dampak dari nilai iklan.
Articles
148 Documents
<![CDATA[Pembentukan Ad Divergence Pada Iklan Kreatif Kredivo Versi #Sefleksibelitu ]]>
<![CDATA[Qoyyum, Arfi Ma’rufi]]>
<![CDATA[ CITRAWIRA : Journal of Advertising and Visual Communication Vol. 3 No. 1 (2022) ]]>
Publisher : <![CDATA[ISI Press Institut Seni Indonesia Surakarta ]]>
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DOI: 10.33153/citrawira.v3i1.4617
<![CDATA[Creative advertising raises interesting points inherent in the ad itself. This is because the concept of divergent thinking is adapted and developed in advertising science with 5 main dimensions, namely originality, flexibility, elaboration, synthesis, and artistic value, which is commonly called Ad Divergence by Robert E Smith from Torrance Test of Creative Thinking and Guildford Theory on creativity. This research method uses descriptive qualitative, namely by collecting data through observation, documentation, and literature study. Research on the formation of Ad Divergence in Kredivo's Creative Ads Version #Seflexbel is to find and identify the application of Ad Divergence in Kredivo's fintech product advertisements. The results of the study show that there is the formation of each dimension of Ad Divergence, but only 2 dimensions dominate the application in the ad.]]>
<![CDATA[Analisis Iklan Jaminan Saldo Kembali dari Gopay Dalam Perpektif Teori Design Thinking ]]>
<![CDATA[Pahlevi, Syah Reckha]]>
<![CDATA[ CITRAWIRA : Journal of Advertising and Visual Communication Vol. 3 No. 1 (2022) ]]>
Publisher : <![CDATA[ISI Press Institut Seni Indonesia Surakarta ]]>
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DOI: 10.33153/citrawira.v3i1.4618
<![CDATA[Improvement of technology is opening an oppurtunity for advertising to display the advertisement in many media. Now the company faces many form of media that can be used as advertising media. One of the media with a positive feedback for advertising media is streaming platform, for exempelr there is Youtube. Recently, GoPay as digital wallet service from GoJek company published an advertisment that have different look, it use two dimension animation format. Rubber Hose is the stlye that represent the style of animation in year 1930s used for the GoPay advertisement this time. This paper will be critisize and analyze based on design thinking theory by Tim Brown that consist of three phase, there are inspiration, ideation, and implementation about an advertisment that tittled “Jaminan Saldo Kembali dari Gopay”.]]>
<![CDATA[Representasi Sensualitas Wanita Pada Iklan Televisi “Segar Sari Susu Soda” Versi Julia Perez ]]>
<![CDATA[Putri, Alifia Ananda]]>
<![CDATA[ CITRAWIRA : Journal of Advertising and Visual Communication Vol. 3 No. 1 (2022) ]]>
Publisher : <![CDATA[ISI Press Institut Seni Indonesia Surakarta ]]>
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DOI: 10.33153/citrawira.v3i1.4619
<![CDATA[Advertising as a promotional medium contains the ideology of persuasion. This research is motivated by the existence of a television advertisement for Segar Sari Susu Soda, a version of Julia Perez, which represents the exploitation of female sensuality. The research approach uses descriptive qualitative methods, which are carried out with the viewpoint of the theory of female sensuality in mass media (television) advertisements based on existing case studies. The aim is to analyze product advertisement impressions that contain elements of female sensuality by using Charles Sanders Peirce's theory and John Fiske's semiotic analysis theory to explore both the social and linguistic meanings visualized in these advertisements, both verbally and nonverbally. The results of this study indicate that the sensuality presented in the advertisement for Segar Sari Susu Soda's version of Julia Perez is a form of emotional conflict in the form of a mask of sensuality that is modified to become an element being sold, and if left unchecked will damage the character of sexuality in a socio-cultural perspective and damage religious and ethical values.]]>
<![CDATA[Analisis Unsur Sensualitas Dalam Iklan Televisi DODO Tahun 2013 ]]>
<![CDATA[An-Nisa, Nur]]>
<![CDATA[ CITRAWIRA : Journal of Advertising and Visual Communication Vol. 3 No. 1 (2022) ]]>
Publisher : <![CDATA[ISI Press Institut Seni Indonesia Surakarta ]]>
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DOI: 10.33153/citrawira.v3i1.4620
<![CDATA[Advertising is intended to communicate a message to an audience. Advertising is useful in introducing a product and attracting consumers' attention about their product so that consumers want to buy it. However, it is undeniable that in designing an advertisement to make it look attractive to the public, a brand will use a variety of interesting ways to convey its message. So that the main focus is the extent to which a company is able to account for the ethics of a message conveyed in their advertisements. DODO advertisements are considered crossing the line because they show an element of eroticism that is not good when displayed in public. The method used in this study is a qualitative descriptive analysis, this study interprets and describes the data used based on attitudes and views of the ongoing situation with the final step, namely the conclusions obtained from the results of this study.]]>
<![CDATA[Objektifikasi Perempuan Sebagai Elemen Persuasif dalam Iklan : Kritik Terhadap Iklan Shopee 11.11 Big Sale Versi Tukul Arwana ]]>
<![CDATA[Prastio Ginanjar, Fahmi]]>
<![CDATA[ CITRAWIRA : Journal of Advertising and Visual Communication Vol. 3 No. 1 (2022) ]]>
Publisher : <![CDATA[ISI Press Institut Seni Indonesia Surakarta ]]>
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DOI: 10.33153/citrawira.v3i1.4621
<![CDATA[Shopee is an e-commerce site that is engaged in buying and selling online and can be accessed easily by its consumers. Advertising is one of the most frequently used strategies in marketing. However, it often ignores ethics. The objectivity of women is one of the deviations of advertising ethics. The case study of the Shopee 11.11 Big sale advertisement, starring Tukul Arwana and background dancers wearing skimpy clothes, received a warning from KPI. Advertising is described through Swarts' holistic critique theory and then studied with the objectivity theory of Fredrickson & Roberts, then its relation to the ethical dimension by Kevin Johnston. The findings are that this advertisement contains elements of sexism and objectivity towards women and is not suitable for children]]>
<![CDATA[Perancangan Katalog Digital Museum Radya Pustaka Surakarta ]]>
<![CDATA[Handita Kesoema, Ivan]]>;
<![CDATA[Handriyotopo, Handriyotopo]]>
<![CDATA[ CITRAWIRA : Journal of Advertising and Visual Communication Vol. 3 No. 1 (2022) ]]>
Publisher : <![CDATA[ISI Press Institut Seni Indonesia Surakarta ]]>
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DOI: 10.33153/citrawira.v3i1.4622
<![CDATA[Radya Pustaka Surakarta Museum needs a service that is able to efficiently present information about its 15,216 collection of cultural heritage objects. The design of the digital catalog website interface aims to be an information service medium for the Radya Pustaka Surakarta Museum that can help visitors find information on cultural heritage. Design using the Design Thinking method is human centered or focuses on human needs (users) and the process originates and is aimed at users. The results of the design include product identity (verbal and visual) from a digital catalog with the main identity of Rajamala combined with primary colors of blue, yellow, and white with a flat design illustration style referring to Michael Fugoso's style and shadows in wayang performances. The main media for this design are website prototypes and promotional media (Instagram campaigns, digital posters and YouTube advertisements) and merchandise supporting media such as (t-shirts, tumblers, sitting calendars, wall clocks, notebooks, keychains, enamel pins and sticker sets).]]>
<![CDATA[Reka Cipta Iklan Dengan Pendekatan Ambient Media Dalam Konsep Segitiga Insight Pada Desa Wisata Betisrejo Kabupaten Sragen ]]>
<![CDATA[Putu Wiyano Wandowo, Soky]]>;
<![CDATA[Herry Prilosadoso, Basnendar]]>
<![CDATA[ CITRAWIRA : Journal of Advertising and Visual Communication Vol. 3 No. 1 (2022) ]]>
Publisher : <![CDATA[ISI Press Institut Seni Indonesia Surakarta ]]>
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DOI: 10.33153/citrawira.v3i1.4623
<![CDATA[Reka Cipta Iklan Ambient Media Dengan Konsep Segitiga Insight Sebagai Bagian Dari Strategi Kreatif Untuk Desa Wisata Betisrejo Kabupaten Sragen.Perancangan ini menggunakan konsep segitiga insight yang terdiri dari pengetahuan produk, konsumen, serta mediumnya sebagai dasar merancang promosi iklan tersebut. Problemnya dan urgensi dalam penelitian ini adalah pertanian organik desa wisata ini memberikan dampak kesehatan yang baik dan hiburan alam yang menyenangkan, kepada konsumen yang membutuhkannya. Dengan perancangan ini diharapkan mampu menjangkau target konsumen dengan metode ambient media untuk citra Desa Wisata Betisrejo, untuk menggugah perhatian masyarakat untuk berinteraksi dengan promosi iklan mendapatkan pengalaman yang lebih agar membekas di ingatan target konsumen.]]>
<![CDATA[Iklan Tematik Futuristik: “Sasa Tepung Bumbu Serbaguna” Dalam Perspektif Simbolisme ]]>
<![CDATA[Resty Adiyanti, Inka]]>
<![CDATA[ CITRAWIRA : Journal of Advertising and Visual Communication Vol. 3 No. 2 (2022) ]]>
Publisher : <![CDATA[ISI Press Institut Seni Indonesia Surakarta ]]>
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DOI: 10.33153/citrawira.v3i2.4634
<![CDATA[Futuristic is a concept, a strange thing, modern, and imagined from a time that will come in the future. This Avant-Garde concept presents a visual or displays that carry a future and modern theme. In early 2021, Sasa used an animated advertising style by carrying a futuristic concept in Cyberpunk style. The study method of data collection carried out in this study was through observation, literature study, and internet research. This study is aimed at criticizing the creativity and symbolic elements of the combination of cyberpunk style on seasoned flour products which generally have the largest target market or consumption dominated by housewives. Based on a series of analysis results, it is concluded that the connotative meanings contained and implied in the advertisement are quite difficult to understand for someone who only watches it once.]]>
<![CDATA[Makna di Balik Iklan Traveloka PayLater “Baru Dari Traveloka PayLater!” ]]>
<![CDATA[Ronaldo Siahaan, Christo]]>
<![CDATA[ CITRAWIRA : Journal of Advertising and Visual Communication Vol. 3 No. 2 (2022) ]]>
Publisher : <![CDATA[ISI Press Institut Seni Indonesia Surakarta ]]>
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DOI: 10.33153/citrawira.v3i2.4635
<![CDATA[Advertising is a work of art that can be interpreted. In interpreting advertising, there are meanings that appear depending on the perspective used. These meanings can then be used to determine whether an advertisement is good or bad. The good and bad of an advertisement will be seen from a certain point of view, such as the point of view of a critical consumer. From this point of view, an advertisement can be considered informative, relevant, and honest or it can be considered manipulative, irrelevant and deceptive. Advertisement “New from Traveloka PayLater!” has several meanings that can be interpreted from a certain point of view. Although the advertisement is sufficient to describe the advantages of the service, there are some dangers conveyed through the meanings that spread from the beginning to the end of the advertisement. Advertisement “New from Traveloka PayLater!” considered bad because it promotes consumptive behavior and hedonic culture, especially for the millennial generation.]]>
<![CDATA[Representasi Kesetaraan Gender Pada Iklan Alfamart X GoPay #Kebahagiaankecil Untuk Kita Semua ]]>
<![CDATA[Nabilah Ardelia, Talitha]]>
<![CDATA[ CITRAWIRA : Journal of Advertising and Visual Communication Vol. 3 No. 2 (2022) ]]>
Publisher : <![CDATA[ISI Press Institut Seni Indonesia Surakarta ]]>
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DOI: 10.33153/citrawira.v3i2.4636
<![CDATA[Advertising media is one of the media that contributes to the process of socializing gender stereotypes in society. Nowadays, awareness of gender equality is increasing, advertising media can play a role in socializing the issue of gender equality as one of the realities that exist in society. Alfamart X GoPay advertisements was taken as the object of research to understand the description and meaning of gender equality through visuals and narratives with descriptive qualitative approaches and semiotic analysis. The result of the semiotic analysis on the advertisement is that men can play a dual role both in supporting the family economy and in the domestic sphere. Household work should be done by anyone, both men and women.]]>
