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.
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<![CDATA[Etika Periklanan, Studi Kasus pada Iklan Grab Bike ]]>
<![CDATA[Hardi Hardi Nugraha Tunggele]]>
<![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.v3i2.4640
<![CDATA[Advertising is a medium used to offer products to consumers. The great benefits of advertising in attracting consumers make companies compete to create creative advertisements. However, it is possible that the advertisements serve to violate ethics. This research analyzes the ethical values in the #SelectAman advertisement from the Grab Bike company with a critical approach. The perspective used is the ethical dimension by Tanya Robertson, with descriptive qualitative research methods. The selection of the descriptive qualitative method is based on the object of the material being studied and the level of adaptability of this method. The results of the study show that the #PilihAman ad from Grab Bike is a negative and unethical advertisement because it gives a bad picture of competing products]]>
<![CDATA[Representasi Kesetaraan Gender Pada Iklan Alfamart X GoPay #Kebahagiaankecil Untuk Kita Semua ]]>
<![CDATA[Talitha Nabilah Ardelia]]>
<![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[Komik Webtoon “Yaa Bunayya” Sebagai Penyampaian Pesan Ketagwaan Remaja Muslim ]]>
<![CDATA[Alif Basori]]>;
<![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[Iklan Animasi “Sebuah Kenangan Manis” Dalam Perspektif Kritik ]]>
<![CDATA[Nawawel Nawawel Sakti Aroisi]]>
<![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[Iklan Tematik Futuristik: “Sasa Tepung Bumbu Serbaguna” Dalam Perspektif Simbolisme ]]>
<![CDATA[Inka Resty Adiyanti]]>
<![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 Irma Tri Anggraeni]]>
<![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.]]>
<![CDATA[Makna di Balik Iklan Traveloka PayLater “Baru Dari Traveloka PayLater!” ]]>
<![CDATA[Christo Ronaldo Siahaan]]>
<![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.]]>
