s1 desain komunikasi visual - digilib.uns.ac.id files1 desain komunikasi visual fakultas sastra dan...

TUGAS AKHIR

PERANCANGAN KAMPANYE

“ANCAMAN HUTAN IKLAN DI KOTA BENGAWAN”

MELALUI MEDIA KOMUNIKASI VISUAL

Disusun Guna Memenuhi Syarat Ujian

Mencapai Gelar Sarjana Seni Rupa S1

Jurusan Desain Komunikasi Visual

Fakultas Sastra dan Seni Rupa

ADREAN ADI PRADANA NABABAN

C0710003

S1 DESAIN KOMUNIKASI VISUAL

FAKULTAS SASTRA DAN SENI RUPA

UNIVERSITAS SEBELAS MARET

SURAKARTA

2015

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HALAMAN PERSEMBAHAN

Tugas Akhir ini penulis persembahkan kepada:

1. Orang tua tercinta, Bapak MR Nababan

dan Ibu Titik Widijasti.


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HALAMAN MOTTO

“ Malas adalah Dosa terbesar bagi orang yang sedang berusaha”


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KATA PENGANTAR

Puji syukur kehadirat Tuhan Yang Maha Esa atas segala limpahan rahmat,

serta karunia-Nya kepada penulis sehingga dapat menyusun dan menyelesaikan

Tugas Akhir ini guna memenuhi persyaratan untuk mencapai gelar Sarjana Seni

Rupa Jurusan Desain Komunikasi Visual Universitas Sebelas Maret Surakarta.

Dalam penyusunan Tugas Akhir ini tentunya tidak lepas dari bimbingan,

bantuan, dan dorongan semangat dari berbagai pihak. Oleh karena itu, penulis

mengucapkan terima kasih sebesar-besarnya kepada:

1. Dekan Fakultas Sastra dan Seni Rupa Universitas Sebelas Maret Surakarta,

Drs. Riyadi Santosa, M. Ed, Ph. D.

2. Kepala Jurusan Desain Komunikasi Visual Fakultas Sastra dan Seni Rupa

Universitas Sebelas Maret Surakarta, Drs. M. Suharto, M.Sn.

3. Pembimbing akademik sekaligus Dosen Pembimbing Tugas Akhir I,

Hermansyah Muttaqin, S.Sn., M.Sn.

4. Dosen Pembimbing Tugas Akhir II, Drs. Mohamad Suharto, M.Sn.

5. Keluarga Besar Nababan yang tercinta.

6. Seluruh teman - teman DKV 2010.

7. LSM Gita Pertiwi.

8. Ginda Ferachtriawan ketua ASPPRO (Asosiasi Perusahaan dan Praktisi

Periklanan Solo).


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Penulis menyadari bahwa Tugas Akhir ini masih jauh dari kesempurnaan,

oleh karena itu segala saran dan kritik sangat diharapkan penulis demi perbaikan

di masa yang akan datang. Semoga Tugas Akhir ini dapat berguna untuk

menambah wawasan para pembaca.

Surakarta, 14 Februari 2015

Penulis


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DAFTAR ISI

HALAMAN JUDUL ........................................................................................... i

LEMBAR PERSETUJUAN................................................................................ ii

LEMBAR PENGESAHAN ................................................................................ iii

HALAMAN PERSEMBAHAN ......................................................................... iv

HALAMAN MOTTO ......................................................................................... v

KATA PENGANTAR ........................................................................................ vi

DAFTAR ISI ....................................................................................................... viii

DAFTAR TABEL ............................................................................................... xiii

DAFTAR GAMBAR .......................................................................................... xiv

ABSTRAK .......................................................................................................... xv

ABSTRACT ........................................................................................................ xvi

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

A. Latar Belakang ........................................................................................... 1

B. Perumusan Masalah ................................................................................... 7

C. Tujuan ........................................................................................................ 7

D. Metode Penelitian ...................................................................................... 8

BAB II. KAJIAN TEORI .................................................................................... 10

A. Tinjauan Umum ......................................................................................... 10

1. Perancangan .......................................................................................... 10

2. Kampanye ............................................................................................. 11

a. Pengertian Kampanye ...................................................................... 11

b. Jenis Kampanye................................................................................ 12


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c. Strategi Kampanye ........................................................................... 14

3. Media .................................................................................................... 16

a. Definisi Media .................................................................................. 16

b. Jenis Media ....................................................................................... 16

4. Media Komunikasi Visual .................................................................... 18

a. Komunikasi ...................................................................................... 18

1) Pengertian Komunikasi ............................................................... 18

2) Proses Komunikasi ...................................................................... 21

b. Media Komunikasi ........................................................................... 25

1) Pengertian Media Komunikasi .................................................... 25

c. Media Komunikasi Visual ................................................................ 28

1) Desain Grafis (Graphic Design) .................................................. 28

2) Jenis Desain Grafis ...................................................................... 34

B. Tinjauan Khusus ........................................................................................ 36

1. Ancaman ............................................................................................... 36

2. Hutan Iklan............................................................................................ 37

a. Hutan ................................................................................................ 37

b. Iklan .................................................................................................. 38

1) Definisi Iklan ............................................................................... 38

2) Fungsi Iklan ................................................................................. 39

3) Jenis Iklan .................................................................................... 40

c. Hutan Iklan ....................................................................................... 52

3. Kota ....................................................................................................... 56


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a. Pengertian Kota ................................................................................ 56

b. Tata Ruang Kota dan Perancangan Tata Ruang Kota ...................... 56

c. Kota Bengawan ................................................................................ 60

BAB III. IDENTIFIKASI DATA ....................................................................... 61

A. Identifikasi Obyek Perancangan ................................................................ 61

1. Kota Solo .............................................................................................. 61

a. Sejarah Kota Solo ............................................................................. 61

b. Kebijakan Penyelanggaran Reklame di Kota Solo .......................... 63

c. Data Fisik Reklame di Kota Solo ..................................................... 65

d. Biro Iklan di Kota Solo .................................................................... 67

2. LSM Gita Pertiwi .................................................................................. 69

a. Sejarah LSM Gita Pertiwi ................................................................ 69

b. Struktur Organisasi ........................................................................... 71

c. Tujuan LSM Gita Pertiwi ................................................................. 72

d. Strategi LSM Gita Pertiwi ................................................................ 73

e. Program LSM Gita Pertiwi .............................................................. 74

B. Komparasi .................................................................................................. 76

C. Anilisis SWOT .......................................................................................... 77

D. Unique Selling Preposition (USP) ............................................................. 80

E. Positioning ................................................................................................. 80

BAB IV. KONSEP KREATIF DAN PERANCANGAN MEDIA ..................... 82

A. Metode Perancangan .................................................................................. 82

B. Konsep Kreatif ........................................................................................... 83


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C. Target ......................................................................................................... 84

1. Target Market........................................................................................ 84

2. Target Audiens ...................................................................................... 85

3. Target Karya ......................................................................................... 86

D. Strategi Visual ........................................................................................... 88

1. Strategi Visual Verbal ........................................................................... 88

2. Strategi Visual Non Verbal ................................................................... 90

E. Referensi Visual......................................................................................... 101

F. Pemilihan Media dan Media Placement .................................................... 103

G. Prediksi Biaya ............................................................................................ 115

BAB V. VISUALISASI KARYA ....................................................................... 117

A. Campaign ( Kampanye ) ............................................................................ 117

1. Above The Line ( Media Lini Atas ) ...................................................... 117

a. Media Cetak ..................................................................................... 117

1) Iklan Koran 1 ............................................................................... 117

2) Iklan Koran 2 ............................................................................... 118

b. Media Digital.................................................................................... 119

1) Website ........................................................................................ 119

2) Microsite ...................................................................................... 121

3) Media Sosial ................................................................................ 126

4) Web Banner ................................................................................. 128

2. Below The Line ( Media Lini Bawah ) .................................................. 130

a. Postcard ( Kartu Pos ) ...................................................................... 130


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3. Ambient Media ...................................................................................... 131

B. Pre-Activation ............................................................................................ 132

1. Poster..................................................................................................... 132

a. Poster 1 ............................................................................................. 132

b. Poster 2 ............................................................................................. 133

2. Door Ad ................................................................................................. 134

3. Entrance Door Ad ................................................................................. 135

4. Elevator Door Ad .................................................................................. 136

5. Neonbox Ad ........................................................................................... 138

6. Window Ad ............................................................................................ 140

C. Activation ................................................................................................... 141

1. Poster..................................................................................................... 141

2. Body Ad ................................................................................................. 142

3. Merchandise .......................................................................................... 143

a. Tas ( Goody Bag ) ............................................................................ 143

b. Kaos .................................................................................................. 144

c. Pin..................................................................................................... 145

d. Sticker ............................................................................................... 146

BAB VI. PENUTUP ........................................................................................... 147

1. Kesimpulan ................................................................................................ 147

2. Saran .......................................................................................................... 149

DAFTAR PUSTAKA

LAPIRAN


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DAFTAR TABEL

Tabel 1 Harga dan Ukuran Titik Reklame Solo .................................................. 66

Tabel 2 Daftar Perusahaan Periklan di Kota Solo ............................................... 69

Tabel 3 Struktur Organisasi LSM Gita Pertiwi ................................................... 72

Tabel 4 Analisi SWOT ........................................................................................ 78


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DAFTAR GAMBAR

Gambar 1 Reklame Non Papan Jl. Letjen Sutoyo ............................................... 67

Gambar 2 Reklame Non Papan Depan Halay ..................................................... 67

Gambar 3 Reklame Non Papan Jalan Masuk Desa Seberang Kali Anyar .......... 67

Gambar 4 Reklame Non Papan Selatan SMP 8 Surakarta .................................. 67

Gambar 5 Logo LSM Gita Pertiwi ...................................................................... 70

Gambar 6 Contoh Logotype yaitu logo CocaCola ............................................. 101

Gambar 7 Contoh Logogram yaitu logo Shell .................................................... 101

Gambar 8 Contoh Gabungan Antara Logotyope dan Logogram Yaitu

LogoCussons Bintang Kecil ................................................................................ 101

Gambar 9 Contoh Penggunaan Teknik Digital Imaging dan Digital

Manipulation Dalam Print ad ............................................................................. 102

Gambar 10 Contoh Poster Jumble Layout .......................................................... 102


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Perancangan Kampanye

Ancaman Hutan Iklan Di Kota Bengawan

Melalui Media Komunikasi Visual

Adrean Adi Pradana Nababan1

Hermansyah Muttaqin, S.Sn., M.Sn 2

Drs. Mohamad Suharto, M.Sn 3

ABSTRAK

Adrean Adi Pradana Nababan. 1015. Tugas Akhir ini berjudul Perancangan

Kampanye Ancaman Hutan Iklan Di Kota Bengawan Melalui Media Komunikasi

Visual. Adapun permasalahan utama yang dikaji adalah bagaimana merancang

kampanye sosial yang tepat dan efektif. Tujuan utama dari perancangan kampanye

adalah untuk menyadarkan warga masyarakat Kota Solo akan dampak negatif

iklan luar ruangan bagi lingkungan mereka. Untuk itu, diperlukan strategi yang

tepat, konsep yang matang, dan memilih media pendukung yang sesuai untuk

mengkomunikasikan kampanye kepada target yang dituju agar mengerti pesan

yang disampaikan didalamnya. Dengan mengetahui dan memahami pesan tentang

dampak negatif iklan luar ruangan, diharapkan warga masyarakat Kota Solo mau

menjaga lingkungannya, serta mau mendukung dan berperan langsung dalam

kampanye.

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Mahasiswa Jurusan Desain Komunikasi Visual, Fakultas Sastra dan Seni Rupa

Universitas Sebelas Maret Surakarta dengan NIM. C0710003

2 Dosen Pembimbing Tugas Akhir I

3 Dosen Pembimbing Tugas Akhir II


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Campaign Design

Advertising Forest Threats At Bengawan City

By Visual Communication Media

Adrean Adi Pradana Nababan1

Hermansyah Muttaqin, S.Sn., M.Sn 2

Drs. Mohamad Suharto, M.Sn 3

ABSTRACT

Adrean Adi Pradana Nababan. 2015. This final project is entitled Campaign

Design Advertising Forest Threats At Bengawan City By Visual Communication

Media. The main problem of this project is how to design a proper social

campaigns and effective. The main objective of the campaign design is to aware

of Solo City citizens about negative impact of outdoor advertising for their

environment. Therefore, it’s required to the right strategy, mature concept and

selecting appropriate the endorse media to communicate the campaign to the

target understand the message conveyed inside. By knowing and understanding

message about negative impact of outdoor advertising, hopefully citizens of Solo

City would keep their environment, as well willing to support and direct role in

the campaign.

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Student of Visual Communication Design Department, Faculty of Literature and Arts, Sebelas Maret

University of Surakarta with student ID Number: C0710003

2 First Final Project’s Guide Lecturer

3 Second Final Project’s Guide Lecturer


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