This study is aimed at examining unconventional outdoor media advertising, the visualization structure of advertisements, and how messages are displayed. The research method used was Norman Fairclough’s critical discourse analysis, which involved the following: a) a text analysis, identifying the advertising visual structure; b) an analysis of discourse practices, which comprises how texts are narrated, modelled, produced and consumed; and c) a social practice analysis, which links advertising ideas and urban cultures. The research involved 30 respondents consisting of students, lecturers, and employees of Universitas Trisakti in a focus group discussion (FGD) to obtain public perceptions of visual attractiveness. Outdoor media advertising is attributed to the development of creative, short, readable messages, with simple visual structures that enable reading patterns from left to right or top to bottom. Based on observations of three research samples, it was found that there were novel ideas regarding outdoor media advertising creative strategies, namely, a) the novelty of advertising a new visual element structure by reversing outdoor media design principles; b) the intentional convention of reversed messages having evoked a more interacting public response; and c) advertising with sociocultural narrative content through the provision of advertised commercial products and services. The findings in this study show that there is a longer exposure level to unconventional outdoor media; therefore, the public’s goal is to interpret the message delivered. Unconventional advertising is the new orientation of communication strategies. The findings in this study have practical implications in arrangement of visual structures to become more interactive.
<strong>Abstract</strong><br />Today website as a branding media becomes business of a outstanding product globally. As the department of culture and tourism Bandung do for doing branding of the Bandung city through the official website bandungtourism.com (Stunning Bandung). Attractive tourism website will attract user if it has an attractive and informative layout, and it is not on the official website stunning Bandung. Visualization on website has theories such as website usability theory, user friendly, attractive design thoery, tourism promotion and also other supporting theories for the research. The research was using phenomenology methodology and supported by content analysis method, so that the research can achieve optimal result. Based on that method it take field research through the perspective of user experience website. The Bandung tourism website should be attractive fit with user experience and user interface website. The results and conclusions of this study are the attractiveness factors of the website and the desain of attractive tourism website which can propose as a reference for the promotion of tourism in other county.<br /><div> </div><div> </div><div> </div><div><strong>Abstrak</strong></div>Pada masa sekarang ini website sebagai media branding menjadi kewajiban sebuah produk agar dapat beredar secara global. Seperti yang dilakukan oleh dinas kebudayaan dan pariwisata Bandung dalam melakukan branding terhadap kota Bandung melalui website resmi bandungtourism.com (Stunning Bandung). Website pariwisata akan menarik bagi user jika memiliki tampilan atraktif dan informatif, dan hal itu tidak ada pada website resmi stunning Bandung. Visualisasi tersebut memiliki teori-teori website seperti teori usability website, user friendly, teori desain atraktif, promosi pariwisata serta teori-teori lain pendukung penelitian ini. Penelitian dilakukan dengan metodologi fenomenologi dan ditunjang metode analisis isi, agar penelitian dapat mencapai hasil optimal. Berdasarkan pendekatan tersebut maka dilakukan riset lapangan melalui perspektif user experience website. Tampilan website pariwisata Bandung harus menarik dan atraktif sesuai dengan user experience dan user interface website. Hasil dan kesimpulan dari penelitian ini berupa temuan faktor-faktor atraktif pendukung website dan ditemukannya usulan website pariwisata Bandung yang lebih atraktif yang bisa dijadikan acuan untuk promosi pariwisata daerah lain.<br />Kata kunci : visualisasi, website, promosi
Street sculpture art is sculpture that is deliberately presented in public spaces. The Jogja Street Sculpture Art 2017 event chose the Kotabaru area as a public space in which to display statues. There were various forms of public responses to the statues. The physical environment where a statue is placed is the primary field and the awareness of sculptures has become increasingly prevalent because pictures of sculptures are increasingly frequently uploaded on social media platforms. Social media has become an important field in which the public can respond to statues without seeing them physically. A statue, whether it inspires discourse or not, can become dominant in the field of social media. Eventually, a gap forms regarding whether a statue is in discourse with other statues. This research study attempts to identify how sculptures have occupied the physical world and social media has helped to determine the sculptures' level of memorability. This study uses the critical discourse analysis (CDA) research method. The results of the analysis show that memorability is influenced by the irregularities of a statue's visual elements, the relationship between the physical environment and the narrated, hyperrealistic historical background and the statue's level of memorability, the last of which is affected by the factor of entertainment. The study concludes that the visual achievement of street sculpture art is no longer seen in terms of the power of the aesthetic elements of a sculpture's visual structure but is influenced and publicised by the power of
Subjektivitas di dalam iklan adalah kuasa yang dimiliki iklan untuk mengkonstruksi trend, kebenaran, hingga ideologi yang terjadi melalui alam bawah sadar. Iklan berfungsi menyampaikan pesan, yang direpresentasi-visualkan melalui metafora-metafora yang menjembatani antara gambaran imajinasi dan realitas. Ambient media merupakan media beriklan yang memanfaatkan lingkungan di mana iklan ditempatkan. Miracle Aesthetic Clinic (Miracle) merepresentasi-visualkan iklan ambient media-nya dengan cara menghilangkan tampilan wajah kedua boneka perempuan. Wajah model iklan merupakan komoditi pencitraan yang pada umumnya memiliki nilai jual, namun dalam kedua iklan ini justeru ditenggelamkan ke dalam alas meja dan dinding tembok. Penelitian ini menggunakan metode penelitian Analisa Wacana Kritis untuk menganalisa subjektivitas di dalam pemaknaan ambient media. Subjektivitas iklan Miracle menyudutkan perempuan tidak dapat hadir, tersisih, menjadi sosok yang mengerikan di dalam tataran sosialnya ketika wajah berjerawat. Iklan ambient media Miracle ini berhasil mengkonstruksi wacana trend baru kecantikan wajah yang tidak terbatas pada tolok ukur karakteristik kecantikan pada umumnya.Kata kunci: ambient media, subjektivitas, kuasa, kecantikan ideal perempuan.
Chips are traditional Indonesian food. These snacks are made from cassava, tempeh or fruits. Some small industrial centers make chips a staple of livelihood. Small industries must compete with modern industries. However, due to the existence of traditional markets, mini markets, and grocery stalls, the chips industry continues to survive. Packaging design has a role to attract buyers. The combination of illustrations, photos, typography, color, and shape of the packaging sometimes fails to attract the desire of buyers to try certain chips. This study aims to find out which packaging has high attractiveness. The research method used is a qualitative analysis method based on social construction theory consisting of stages: 1). objectification; 2). internalization; and 3). externalization. The results of the study show that packaging that is more desirable to consumers is: 1). The concept of eastern cultural philosophy, objectified with graphic ornament area icons. 2). Consumer interpretation is built when repeated packaging illustrations are set or seen when consumers consume these foods; 3). There are social context narratives that are discourse and deliberately disseminated through social media. These three findings are the basis for packaging design that is creative and has selling value. Strengthening the deepening of visual media literacy in the internet world makes the solution at every stage of the packaging design process to truly understand the packaging trend.
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