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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.
______________________________ 1
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.
______________________________ 1
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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