lisensi ini mengizinkan setiap orang untuk menggubah ...kc.umn.ac.id/1857/1/halaman awal.pdf6. juga...

Team project ©2017 Dony Pratidana S. Hum | Bima Agus Setyawan S. IIP

Hak cipta dan penggunaan kembali:

Lisensi ini mengizinkan setiap orang untuk menggubah, memperbaiki, dan membuat ciptaan turunan bukan untuk kepentingan komersial, selama anda mencantumkan nama penulis dan melisensikan ciptaan turunan dengan syarat yang serupa dengan ciptaan asli.

Copyright and reuse:

This license lets you remix, tweak, and build upon work non-commercially, as long as you credit the origin creator and license it on your new creations under the identical terms.

PERANCANGAN KAMPANYE SOSIAL TERHADAP

PELESTARIAN KELAUTAN DI SEKITAR PULAU MENTAWAI

Nama : Frans Sahputra

NIM : 09120210289

Program Studi : Desain Komunikasi Visual

Fakultas : Seni & Desain

TUGAS AKHIR

Diajukan sebagai salah satu syarat

Untuk memperoleh gelar Sarjana Seni (S.Sn)

UNIVERSITAS MULTIMEDIA NUSANTARA

TANGERANG

2013

Perancangan Kampanye..., Frans Sahputra, FSD UMN, 2013

ii

HALAMAN PENGESAHAN TUGAS AKHIR

PERANCANGAN KAMPANYE SOSIAL TERHADAP PELESTARIAN KELAUTAN DI SEKITAR PULAU MENTAWAI

Oleh

Nama : Frans Sahputra

NIM : 09120210289

Program Studi : Desain Komunikasi Visual

Fakultas : Seni & Desain

Tangerang, 22 Agustus 2013

Pembimbing I Pembimbing II

Joni Nur Budi Kawulur, S.Sn., M.Ds. Ardyansyah, S.Sn., M.M.

Penguji Ketua Sidang

Zamzami Almakki S.Pd., M.Ds. Mohammad Rizaldi, S.T., M.Ds.

Ketua Program Studi Desain Komunikasi Visual

Desi Dwi Kristanto, S.Ds., M.Ds.


iii

LEMBAR PERNYATAAN TIDAK MELAKUKAN PLAGIAT

DALAM PENYUSUNAN LAPORAN TUGAS AKHIR

Dengan ini saya :

Nama : Frans Sahputra Suhardy NIM : 09120210289 Program Studi : Desain Komunikasi Visual Fakultas : Seni & Desain

Menyatakan bahwa saya telah menyelesaikan penyusunan tugas akhir yang berjudul “PERANCANGAN KAMPANYE SOSIAL TERHADAP PELESTARIAN KELAUTAN DI SEKITAR PULAU MENTAWAI” ini dibuat dengan hasil karya sendiri, dan penulis tidak melakukan plagiat. Semua kutipan karya ilmiah orang lain atau lembaga lain yang ditunjuk dalam laporan tugas akhir ini telah saya sebutkan sumber kutipannya serta saya cantumkan di Daftar Pustaka. Jika di dalam laporan tugas akhir ini terbukti ditemukan kecurangan atau penyimpangan baik dalam penulisan penyusunan tugas akhir, penulis bersedia menerima konsekuensi pembatalan skripsi apabila terbukti melakukan duplikasi terhadap skripsi atau karya ilmiah lain yang sudah ada. Tangerang, 22 Agustus 2013 Frans Sahputra Suhardy


iv

KATA PENGANTAR

Pertama-tama puji syukur penulis panjatkan kepada Tuhan Yang Maha Esa, karena atas

berkatnya penulis bisa menyelesaikan Tugas Akhir berserta dengan laporan penulisannya hingga

selesai.

Tugas Akhir dan penulisan ini adalah merupakan salah satu mata kuliah yang wajib

diambil disemua jurusan di Universitas Multimedia Nusantara dan syarat memperoleh kelulusan

gelar Sarjana Seni, salah satunya yaitu termasuk Fakultas Desain Komunikasi Visual.

Penulis juga mengucapkan terima kasih kepada semua pihak yang sudah membantu

dalam proses pembuatan tugas akhir dan penyusunan laporan ini terutama kepada yang terhormat

1. Dr. Ninok Leksono, selaku Rektor Universitas Multimedia Nusantara

2. Desi Dwi Kristanto, M.Ds., selaku Ketua Program Studi Desain Komunikasi Visual

3. Joni Nur Budi K., S.Sn., M.Ds., selaku Dosen Pembimbing I

4. Ardyansyah, S.Sn., M.M. selaku Dosen Pembimbing II

5. Edi Sukarni, SH., selaku narasumber mambantu dalam pengumpulan data

6. Juga kepada keluarga, dosen yang bersangkutan di Universitas Multimedia

Nusantara, serta tidak lupa juga teman-teman yang telah mendukung, memberikan

waktu, memberi ide, dan membimbing penulis dalam melaksanakan Tugas Akhir

serta penulisan laporan Tugas Akhir ini hingga selesai dengan baik.

Penulis juga menyadari bahwa penulisan ini tidaklah sempurna dan masih banyak

terdapat kekurangan dalam laporan ini, baik dilihat dari teknik penyajian penyampaian baik

visual maupunmateri, dan kata-kata yang terdapat di dalamnya. Oleh karena memohon maaf atas

kekurangan yang terdapat di laporan ini. Penulis berharap semoga laporan ini dapat memberikan

informasi dan menambah wawasan kepada para pembacanya.

Tangerang, 22 Agustus 2013 Frans Sahputra


v

ABSTRAKSI

Kepulauan Mentawai terletak memanjang dibagian paling barat pulau Sumatra dan dikelilingi oleh samudra Hindia yang terdiri dari 4 pulau utama yaitu Siberut, Sipora, Pagai Utara dan Pagai Selatan. Kepulauan Mentawai memiliki pantai yang indah dan bersih dengan berada pada jarak 150 km di lepas pantai pulau sumatera, keadaan tersebut menjadikan kepulauan Mentawai memiliki kekayaan sumber daya perairan yang tinggi dengan sumber daya perairan yang sangat beranekaragam. Sumber daya perairan Kepulauan Mentawai meliputi sumber daya ikan maupun sumber daya terumbu karang. Luasnya daerah terumbu karang yang ada menjadikan Kepulauan Mentawai sebagai Kepulauan yang memiliki keanekaragaman ikan yang tinggi khususnya ikan-ikan karang.

Penangkapan ikan di Kepulauan Mentawai khususnya untuk ikan-ikan laut semakin banyak dan terus bertambah sesuai permintaan pasar, semua itu menyebabkan nelayan melakukan sebuah kegiatan eksploitasi dan perusakan terumbu karang terhadap ikan-ikan laut secara besar-besaran dengan menggunakan berbagai cara yang tidak wajar.

Dengan kampanye yang dibuat oleh penulis membuat para nelayan memikirkan dampak yang dilakukan dapat menyimpulkan efek jangka panjang dan jangka pendek pada kehidupan nelayan. Para nelayan akan dengan mudah menangkap pesan yang terdapat pada kampanye didalamnya dan kemudian dapat memikirkan efek yang serius bagi kehidupanya.

Kata kunci: Kampanye Sosial, Visual Komunikasi, Pelestarian Kelautan


vi

ABSTRACTION

Mentawai islands are located in the west of Sumatra and surrounded by Hindia Ocean, consisting of 4 main islands; Siberut, Sipora, North Pagai and South Pagai. Mentawai islands have a beautiful and clean beach in 150 km from Sumatra, as well as rich and various water resources. Water resources includes fish and coral reefs. Since the islands have a wide area of coral reefs, they have various kind of fish, especially coral fish.

Many people take the fish from Mentawai islands. It becomes much worse with the rising demand in the market. Fishermen exploit the fish and damage the coral reefs using in any way.

By this campaign, the writer hopes that fishermen consider the effects of what they do to their lives, both short term and long term. Fishermen will easily get the messages in the campaign and think of the effects to their lives.

Keywords: Social campaigns, Visual Communications, Marine Conservation


vii

DAFTAR ISI

HALAMAN PENGESAHAN TUGAS AKHIR ..................................................................... ii

LEMBAR PERNYATAAN TIDAK MELAKUKAN PLAGIAT ......................................... iii

KATA PENGANTAR ............................................................................................................. iv

ABSTRAKSI ........................................................................................................................... v

ABSTRACTION ...................................................................................................................... vi

DAFTAR ISI ......................................................................................................................... vii

DAFTAR GAMBAR .............................................................................................................. x

DAFTAR TABEL ................................................................................................................. xii

BAB I PENDAHULUAN ....................................................................................................... 1

1.1 Latar Belakang ...................................................................................................... 1

1.2 Rumusan Masalah ................................................................................................. 2

1.3 Batasan Masalah .................................................................................................... 2

1.4 Tujuan Penelitian ................................................................................................... 3

1.5 Manfaat Penelitian ................................................................................................. 3

1.6 Metode Penelitian .................................................................................................. 4

1.7 Skematika Perancangan ......................................................................................... 5

BAB II TELAAH PUSTAKA ................................................................................................. 6

2.1 Terumbu Karang .................................................................................................... 6

2.2 Pariwisata dan Wisatawan ..................................................................................... 8

2.3 Bom Ikan ............................................................................................................... 8

2.4 Desain Komunikasi Visual .................................................................................... 9

2.5 Kampanye Sosial (Social Campaign) .................................................................. 10

2.6 Prinsip dan Elemen Desain .................................................................................. 12

2.6.1 Point, Line, Plane ................................................................................. 12

2.6.2 Balance ................................................................................................. 13

2.6.3 Rhythm .................................................................................................. 14

2.6.4 Scale ..................................................................................................... 15

2.6.5 Unity ..................................................................................................... 15

2.6.6 Framing ................................................................................................ 16

2.6.6.1 Cropping ................................................................................ 16

2.6.6.2 Margins ................................................................................. 17


viii

2.6.6.3 Borders .................................................................................. 18

2.6.6.4 Framing Images and Text ...................................................... 18

2.6.7 Pattern .................................................................................................. 19

2.6.8 Tipografi ............................................................................................... 20

2.6.8.1 Font ........................................................................................ 21

2.6.8.2 Spacing ................................................................................... 23

2.6.8.3 Leading .................................................................................. 23

2.6.8.4 Letters Spacing ...................................................................... 23

2.6.8.5 Word Spacing ........................................................................ 24

2.7 Teori Dasar Warna .............................................................................................. 24

2.7.1 Primary Color ...................................................................................... 25

2.7.2 Secondary Color ................................................................................... 26

2.7.3 Tertiary Color ....................................................................................... 26

2.7.4 Compliment Color ................................................................................ 27

2.7.5 Analogue Color .................................................................................... 27

2.8 Teori Logo ........................................................................................................... 30

2.9 Desain Tata Letak / Layout ................................................................................. 31

2.9.1 Elemen Teks ......................................................................................... 32

2.9.1.1 Judul ....................................................................................... 33

2.9.1.2 Subjudul ................................................................................. 33

2.9.1.3 Bodytext ................................................................................. 33

2.9.1.4 Caption .................................................................................. 33

2.9.1.5 Nomer Halaman .................................................................... 33

2.10 Teori Fotografi .................................................................................................. 34

2.10.1 Teknik Fotografi ................................................................................. 34

2.11 Media Kampanye .............................................................................................. 36

2.11.1 Poster .................................................................................................. 36

2.11.2 Flyer .................................................................................................... 36

2.11.3 Booklet ............................................................................................... 37

2.11.4 Brosur ................................................................................................. 37

2.11.5 X-Banner ............................................................................................ 37

2.11.6 Merchandise ....................................................................................... 38


ix

2.12 Teori Semiotik ................................................................................................... 38

2.13 Audiens .............................................................................................................. 39

BAB III HASIL PENELITIAN ............................................................................................. 42

3.1 Gambaran Umum Penelitian ............................................................................... 42

3.2 Kerusakan Terumbu Karang ............................................................................... 46

3.3 Undang-Undang Kelautan & Perikanan .............................................................. 47

3.4 Lokasi Geografis Mentawai ................................................................................ 50

3.4.1 Transpotasi Pulau Mentawai ................................................................ 53

3.4.2 Fasilitas Pulau Mentawai ...................................................................... 55

3.5 Kondisi Nelayan Pulau Mentawai ....................................................................... 57

3.5.1 Musim ................................................................................................... 59

3.5.2 Jenis Alat Tangkap ............................................................................... 59

3.5.3 Lokasi Penangkapan ............................................................................. 61

3.5.4 Jenis Ikan Mentawai ............................................................................. 61

3.5.5 Total Tangkapan .................................................................................... 63

3.6 Kampanye & Event yang sudah diselengarakan ................................................. 64

3.6.1 My Island Way Mentawai .................................................................... 64

3.6.2 Mentawai International Pro Surf Competition ..................................... 65

3.7 Kerangka Berpikir ............................................................................................... 66

BAB IV ANALISA PERANCANGAN ................................................................................ 67

4.1 Stategi Komunikasi ............................................................................................. 67

4.2 Strategi Desain ..................................................................................................... 68

4.3 Konsep Desain ..................................................................................................... 69

4.4 Proses Kreatif Logo ............................................................................................. 69

4.5 Media yang digunakan ........................................................................................ 73

BAB V PENUTUP ................................................................................................................ 79

5.1 Kesimpulan .......................................................................................................... 79

5.1 Saran ..................................................................................................................... 79

DAFTAR PUSTAKA ............................................................................................................ 81

LAMPIRAN .......................................................................................................................... 82


x

DAFTAR GAMBAR

Gambar 2.01 Terumbu Karang ................................................................................................ 7 Gambar 2.02 Balance ............................................................................................................ 14 Gambar 2.03 Rhythm ............................................................................................................ 14 Gambar 2.04 Scale ................................................................................................................ 15 Gambar 2.05 Unity ................................................................................................................ 16 Gambar 2.06 Cropping .......................................................................................................... 17 Gambar 2.07 Margins ............................................................................................................ 17 Gambar 2.08 Borders ............................................................................................................. 18 Gambar 2.09 Pattern .............................................................................................................. 19 Gambar 2.10 Tipografi .......................................................................................................... 20 Gambar 2.11 Contoh Font Serif ............................................................................................ 21 Gambar 2.12 Contoh Font Slab-Serif .................................................................................... 22 Gambar 2.13 Contoh Character Proportion ........................................................................... 22 Gambar 2.14 Contoh Cursive dan Fantasi Font .................................................................... 22 Gambar 2.15 Leading ............................................................................................................ 23 Gambar 2.16 Letter Spacing .................................................................................................. 23 Gambar 2.17 Word Spacing .................................................................................................. 24 Gambar 2.18 Lingkaran Warna ............................................................................................. 25 Gambar 2.19 Primary Color .................................................................................................. 25 Gambar 2.20 Secondary Color .............................................................................................. 26 Gambar 2.21 Tertiary Color .................................................................................................. 26 Gambar 2.22 Compliment Color & Analogue Color ............................................................ 27 Gambar 2.23 Warna Additive ............................................................................................... 28 Gambar 2.24 Warna Subtractive ........................................................................................... 28 Gambar 2.25 Contoh Logo .................................................................................................... 31 Gambar 2.26 Layout .............................................................................................................. 32 Gambar 2.27 Elemen Teks .................................................................................................... 33 Gambar 2.28 Poster & Flyer .................................................................................................. 36 Gambar 2.29 Booklet & Brosur ............................................................................................ 37 Gambar 2.30 X-Banner & Jenis-jenis Merchandise .............................................................. 38 Gambar 3.01 Website Petisi tindakan penghentian Bom ikan Mentawai ............................. 43 Gambar 3.02 Isi Berita dalam petisi ...................................................................................... 45 Gambar 3.03 Isi Surat petisi .................................................................................................. 45 Gambar 3.04 Dukungan & komentar petisi ........................................................................... 46 Gambar 3.05 Foto Edi Sukarni, SH (Dinas Perikanan Mentawai) ........................................ 49 Gambar 3.06 Suasana Pantai Pulau Mentawai ...................................................................... 50 Gambar 3.07 Lambang Kepulauan Mentawai ....................................................................... 51 Gambar 3.08 Peta Kepulauan Mentawai ............................................................................... 51 Gambar 3.09 KM Ambu-ambu ............................................................................................. 53 Gambar 3.10 KM Simasin ..................................................................................................... 54 Gambar 3.11 Minibus Kepulauan Mentawai ........................................................................ 54 Gambar 3.12 Fasilitas & Akomodasi Kepulauan Mentawai ................................................. 55 Gambar 3.13 Jenis ikan Karang ............................................................................................ 63 Gambar 3.14 Banner Iklan International Pro Surf Competition ........................................... 66 Gambar 4.01 Struktur Logo .................................................................................................... 70 Gambar 4.02 Motif Mentawai ............................................................................................... 71


xi

Gambar 4.03 Motif Mentawai & Motif Mentawai Vector .................................................... 71 Gambar 4.04 Rumah Adat Moderen Suku Uma & Tradisional ............................................ 72 Gambar 4.05 Logo Kampanye Horizontal ............................................................................ 72 Gambar 4.06 Logo Kampanye Vertical ................................................................................ 72 Gambar 4.07 Poster Utama & Poster Alternatif .................................................................... 74 Gambar 4.08 Brosur tampak depan ....................................................................................... 74 Gambar 4.09 Brosur tampak belakang .................................................................................. 75 Gambar 4.10 Spanduk ........................................................................................................... 75 Gambar 4.11 Penerapan Spanduk ......................................................................................... 76 Gambar 4.12 Baliho .............................................................................................................. 76 Gambar 4.13 Penerapan Baliho ............................................................................................. 77 Gambar 4.14 Header Website ............................................................................................... 77 Gambar 4.15 Penerapan Website .......................................................................................... 78 Gambar 4.16 Marchandise .................................................................................................... 78


xii

Daftar Tabel

Tabel 3.01 Tabel Ikan karang yang teridentifikasi ................................................................. 62


lisensi ini mengizinkan setiap orang untuk menggubah ...kc.umn.ac.id/1857/1/halaman awal.pdf6. juga...

Documents