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[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.]]>
<![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[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[Komik Webtoon “Yaa Bunayya” Sebagai Penyampaian Pesan Ketagwaan Remaja Muslim ]]>
<![CDATA[Basori, Alif]]>;
<![CDATA[Handriyotopo, Handriyotopo]]>
<![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.v3i2.4637
<![CDATA[Webtoons frequently visited by teenagers contain various genres of comic stories, but only a few discuss Islam. The Qur'an has many stories, one of which is the story of Luqman's advice to his son. The webtoon approach to this story is suitable to be conveyed to Muslim youth today so that young people who are the next generation of the nation remain in the corridors of goodness. The design of a webtoon comic tells the story of Luqman. This webtoon character takes ideas from lurik and blangkon motifs, so this design is unique compared to other Islamic comics on the webtoon. Communication strategy via Instagram using the AIDA model to target the target audience.]]>
<![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[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 Animasi “Sebuah Kenangan Manis” Dalam Perspektif Kritik ]]>
<![CDATA[Nawawel Sakti Aroisi, Nawawel]]>
<![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.v3i2.4638
<![CDATA[“Sebuah Kenangan Manis” comercial ads by Khong Huan company received a lot of attention and appreciation from many internet users when it was released. By using 2D animation media created using the frame by frame technique, it requires animators to draw images one by one to animate the drawings. The animation of “A Sweet Memories” interesting because it is quite rare for advertisements made by local studios to use 2D animation media with quality that can be said to compete with foreign animation. In addition, in the advertisement, Khong Huan also claims to use a Japanese animation style called anime, which in Indonesia has quite a lot of fans. In response to the many appreciations for this advertisement, this study will try to directly analyze the animation visuals of “Sebuah Kenangan Manis” advertisement by frame by frame.]]>
<![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[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[Semiotika Iklan 3 Always On “Bebas Kini Semakin Nyata” ]]>
<![CDATA[Irma Tri Anggraeni, Irma]]>
<![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.v3i2.4639
<![CDATA[This paper discusses about how the 3 Always On try to advertise and tried to give a berakthriugh to the concept of freedom in people’s life. This concept oftenly being mistranslated. Although it is said to be free, the traditional form of stigma is actually able to break the concept of freedom itself. In the end, the term of a free and equal woman has never materialized. The 3 Always On adverstisement provides mild sarcastic of criticism to promote its produts, arguing on that it is unlimited. This explanation was being explained with the theory concept of Semiotic Theory by Roland Brathes.]]>
