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All Journal Demandia : Jurnal Desain Komunikasi Visual, Manajemen Desain, dan Periklanan Jurnal Desain Serat Rupa : Journal of Design Ideas: Jurnal Pendidikan, Sosial dan Budaya Aksara: Jurnal Ilmu Pendidikan Nonformal Jurnal SASAK : Desain Visual dan Komunikasi Judikatif: Jurnal Desain Komunikasi Kreatif Dikmas: Jurnal Pendidikan Masyarakat dan Pengabdian Wimba: Jurnal Komunikasi Visual
Elizabeth Susanti Gunawan
Universitas Kristen Maranatha
Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences Other

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Journal : Serat Rupa : Journal of Design

 1 
SEMIOTIC ANALYSIS OF ADAPTED ADVERTISING COMMUNICATION BETWEEN CHINA AND WESTERN PEPSI “RISING” GLOBAL ADVERTISING ELIZABETH SUSANTI GUNAWAN
Serat Rupa Journal of Design Vol 1 No 3 (2017): SRJD-MAY
Publisher : Fakultas Seni Rupa dan Desain Universitas Kristen Maranatha

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (6283.788 KB) | DOI: 10.28932/srjd.v1i3.466

Abstract

communication carried through the same advertising message is expected to help consumers easily recognize the brand anywhere. This strategy is also useful in reducing advertising cost because they don’t have to redesign new advertisements for different countries. Pepsi “Rising” TV Commercial was created by CLM BBDO Paris Agency as the Pepsi global advertising for Africa, Caribbean Sea, Central America, South America, Europe, Oceania, and Asia (India). The advertisements for other countries were only shortened and dubbed to make them fit with local languages. However, for the Chinese market, the agency changed the actor and some storyline attributes with those similar to the original ones. They used one global advertisement for many countries, but they deliberately changed it for the Chinese market. This study uses Roland Barthes’ semiotic to analyze the connotation level between the Pepsi global advertisement and the Chinese advertisement that have similar visuals and plot lines in the denotation level. This study aims to determine the elements that can change the message and ideology in the advertisement. The final results show significant differences among the advertisements that represent each unique cultural development.                   Keywords: adapted advertising; Chinese advertising; global advertising; individualism-collectivism; semiotic analysis
PERANCANGAN PROMOSI MUSEUM BATIK INDONESIA UNTUK GENERASI MUDA MELALUI INSTAGRAM Mochammad Rashad; Elizabeth Susanti; Miki Tjandra
Serat Rupa Journal of Design Vol 6 No 2 (2022): SRJD - JULI
Publisher : Fakultas Seni Rupa dan Desain Universitas Kristen Maranatha

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (21584.445 KB) | DOI: 10.28932/srjd.v6i2.4619

Abstract

Batik is a traditional Indonesian fabric with a blend of art and technology that has been recorded by UNESCO as one of the intangible world heritages. The Indonesian Batik Museum was established by the government to preserve, provide insight, and understanding of Nusantara batik to the public. To keep up with the times, museums are currently more focused on the visitor experience and not just as a repository of collections. However, at this time, there is still a lack of public interest in visiting and a lack of promotion on Museum Batik Indonesia’s social media. Hopefully, after visiting Museum Batik Indonesia, the mindset of visitors about Indonesian batik will change. The purpose of this promotional design is to increase the interest of the younger generation in visiting the Museum Batik Indonesia. Batik is Indonesia’s proud asset and deserves to be preserved, so it is necessary to introduce the history, meaning and various types of batik to the younger generation. Museum Batik Indonesia is a facility that can include education about Indonesian batik. The promotion design of Museum Batik Indonesia is using the AIDA (Awareness, Interest, Desire, Action) marketing strategy on Instagram. The design of this promotion includes various information about Museum Batik Indonesia and knowledge about batik in general, which is expected to increase the interest of the younger generation to wear, understand and love Indonesian batik.  
Co-Authors Cindrawaty Lesmana Darmayanti, Tessa Eka Debora Eka Velly Dody Achmad Jessica Yonatia Jessica Yonatia Kezia Sachi Sinamo Krismanto Kusbiantoro Laurensius Andreas Santoso Miki Tjandra Mochammad Rashad Naomi Haswanto Paul Martin Richard Julianus Rajagukguk Vanesha Vanesha