ABSTRAK Di Indonesia catur xiangqi masih terdengar asing, namun nyatanya bagi sebagian orang xiangqi masih dimainkan walaupun sebagian
besar oleh warga
keturunan. Bukan hanya sekedar permainan ketangkasan namun juga sebagai suatu cara pembelajaran
untuk mengajarkan nilai nilai luhur yang terdapat di dalam
permainan xiangqi. Salah satu nilai yang sangat penting yang terdapat di ajarkan dalam perminan xiang qi adalah leadership, nilai ini adalah nilai yang paling dasar yang mengajarkan pemainya untuk bersikap dan bertindak sama halnya dengan seorang jendral yang merupakan pemimpin dari seluruh pasukan yang dimainkan. Dengan banyaknya manfaat positif dalam permainan xiang qi, sangat disayangkan jika banyak orang yang belum mengenal permainan ini. Oleh sebab itu xiangqi perlu untuk di diangkat dan di informasikan ke masyarakat luas khususnya bagi generasi muda sebagai regenerasi, dengan tujuan mencintai akulturasi budaya yang juga merupakan bagian dari
sejarah. Xiangqi merupakan sebuah alat untuk dapat
membantu dalam kedisiplinan, berfikir kritis dan masih banyak keterampilan kognitif dan perilaku lainya yang bisa dipelajari dari permainan xiangqi. Dkv dapat berperan sebagai alat yang dapat menyampaikan informasi terkait manfaat xiangqi dan juga sebagai ide kreatif yang bisa mengubah xiang qi sebagai sesuatu yang lebih modern dan menarik. Melalui media kampanye xiangqi akan diperkenalkan kepada generasi muda yaitu pelajar smp dan sma, sebagai prioritas utama karena menurut ahli psikologi perkembangan anak xiangqi dapat membantu anak-anak berkembang lebih baik dalam menyelesaikan masalah, berfikir kritis, pengambilan keputusan, dan keterampilan konsentrasi yang kemudian berkontribusi terhadap peningkatan iq. Dengan pendekatan melalui media kampanye yang lebih modern sehingga lebih sesuai dengan pemikiran dan gaya hidup pelajar saat ini diharapkan dapat membangkitkan minat pelajar untuk aktif dan mendalami permainan xiangqi sebagai sesuatu yang dapat dibanggakan. Dengan banyaknya manfaat positif dari xiangqi diharapkan dpat menghasilkan generasi muda yang berjiwa pemimpin sebagaimana ilmu yang paling dasar di dalam perminan xiangqi.
ABSTRACT In Indonesia, Xiangqi still sounds familiar, although only a few people play it. Did not just an arcade game, but also as a way of learning to teach the noble values of xiangqi. A very important value taught through play xiangqi is leadership, this is the basic values that teach every players to behave and act as well as a general, who acts as a the leader of the whole army played. With many positive benefits in the game of xiangqi.It is unfortunate that many people are not familiar with this game. Therefore, xiangqi need to be informed to the public, especially for the younger generation, as the regeneration with the purpose of loving acculturation is also a part of history. Xiangqi is a tool to help in dicipline, critical thinking, cognitive skills, and the other behavioral skills that can be learned from the xiangqi game. DKV can serve as a tool to convey information regarding the benefitss of xiangqi, as well as creative ideas that can change xiangqi become something more modern and attractive. Through campaigns media, xiangqi will be introduced to the younger generation, the middle high school students as a top priority, because according to the child developmental psychologists, xiangqi can help children develop better in terms of thinking to be able to solve the problem, think critically, make decisions, and improve concentration skills which is contribute to an increase in IQ. With the approach through a more modern campaign media, so it is more in accordance with the thinking and lifestyle of students today's, expected to arouse the interest of students to be active and explore more about game of xiangqi, as something to be proud of. With so many positive benefits of xiangqi, is expected to produced a spirited young leader as the most basic knowledge from the game of xiangqi. Keyword : Xiangqi, Chess.
DAFTAR ISI
HALAMAN JUDUL..........................................................................................
i
HALAMAN PENGESAHAN...........................................................................
ii
PERNYATAAN ORISINALITAS LAPORAN PENELITIAN......................
iii
PERNYATAAN PUBLIKASI LAPORAN PENELITIAN.............................
iii
KATA PENGANTAR......................................................................................
iv
ABSTRAK INDONESIA..................................................................................
v
ABSTRAK INGGRIS.......................................................................................
vi
DAFTAR ISI.....................................................................................................
vii
DAFTAR GAMBAR.......................................................................................
viii
DAFTAR Tabel.................................................................................................
ix
BAB I PENDAHULUAN 1.1
Latar belakang............................................................................
1
1.2
Rumusan masalah......................................................................
3
1.3
Manfaat......................................................................................
3
1.5
Metode pengumpulan data..........................................................
4
1.6
Skema perancangan...................................................................
5
BAB II LANDASAN TEORI 2.1
KAMPANYE.............................................................................
6
2.1.1
Faktor yang Mempengaruhi Kampanye......................................
8
2.1.2
Jenis Kampanye..........................................................................
9
2.1.3
Tujuan Kampanye.......................................................................
9
2.1.4
Syarat Kampanye......................................................................
10
2.1.5
Tahapan di dalam Kampanye...................................................
11
2.1.6
Menentukan Isi Pesan Dalam Kampanye.................................
11
2.1.7
Manfaat Kampanye..................................................................
12
2.1.8
Rancangan Program Kampanye...............................................
12
2.1.9
Media Kampanye....................................................................
14
2.1.10 Ilustrasi.....................................................................................
15
2.1.11 Faktor Penunjang Keberhasilan Kampanye.............................
16
2.1.12 Faktor Penghambat Keberhasilan Kampanye..........................
16
2.1.13 Teori Kebudayaan....................................................................
17
2.1.15 Teori Sejarah Xiang qi.............................................................
18
2.1.14 Gaya Hidup..............................................................................
20
BAB III LANDASAN TEORI 3.1
PEXI (Persatuan Xiangqi Indonesia) ......................................
23
3.2
Xiang Qi Gambaran Kebijaksanaan Budaya China.................
24
3.2.1
Bidak Xiang Qi........................................................................
25
3.2.2
Wawancara...............................................................................
26
3.2.3
Tinjauan Terhadap Proyek Sejenis..........................................
27
3.2.4
Hasil Analisis Permasalahan Berdasarkan Data dan Fakta......
27
3.2.5
Segmentasi, Targeting, Positioning.........................................
28
3.2.6
SWOT Kampanye Xiang Qi....................................................
29
BAB IV PEMECAHAN MASALAH 4.1
Konsep Komunikasi.................................................................
30
4.2
Konsep Kreatif.........................................................................
30
4.3.3
Layout (Komposisi) ................................................................
30
4.3
Konsep Visual..........................................................................
31
4.3.2
Typography..............................................................................
31
4.3.4
Warna.......................................................................................
32
4.4
Konsep Media...........................................................................
32
4.4.2
Poster (Print Media) ................................................................
33
4.4.3
brosur.......................................................................................
34
4.4.4
Website (Electronic Media) ....................................................
37
4.4.5
X-banner..................................................................................
38
4.4.6
T-Shirt......................................................................................
40
4.4.7
Pin............................................................................................
41
4.4.8
Calendar...................................................................................
42
4.4.9
Karakter....................................................................................
44
4.4.9
Papan Catur..............................................................................
45
BAB IV PEMECAHAN MASALAH 5.1
Kesimpulan .............................................................................
47
DAFTAR PUSTAKA....................................................................................
xvi
Lampiran........................................................................................................
xvii
DAFTAR TABEL
Tabel 1.1
Sistematika Kerangka Pemikiran...............................................
5
Tabel 2.1
Model Kampanye Ostergraard....................................................
14
Tabel 2.2
Model Kampanye Difusi Inovasi..............................................
14
Tabel 4.1
Budgeting...................................................................................
40
DAFTAR GAMBAR
Gambar 3.1
Logo PEXI...............................................................................
23
Gambar 3.2
Chinese chess board...................................................................
26
Gambar 3.3
Chinese chess Pawn..................................................................
27
Gambar 3.4
Chinese chess Pawn..................................................................
27
Gambar 3.5
Chinese chess Pawn..................................................................
28
Gambar 3.6
Chinese chess Pawn..................................................................
28
Gambar 3.7
Chinese chess Pawn..................................................................
29
Gambar 3.8
Chinese chess Pawn..................................................................
29
Gambar 3.9
Chinese chess Pawn..................................................................
30
Gambar 3.10 Logo Singapore Xiangqi...........................................................
32
Gambar 3.11 Flyer..........................................................................................
33
Gambar 3.12 The First Pioneer Human Chinese Competition in Malaysia 2014
34
Gambar 4.1
Trojan pro..................................................................................
39
Gambar 4.1.1 Capture it..................................................................................
39
Gambar 4.2
Logo Kampanye.........................................................................
41
Gambar 4.3
Poster..........................................................................................
42
Gambar 4.4
Poster.........................................................................................
43
Gambar 4.5
Poster.........................................................................................
44
Gambar 4.6
Brosur........................................................................................
46
Gambar 4.7
Web...........................................................................................
48
Gambar 4.8
X-banner...................................................................................
49
Gambar 4.9
T-Shirt.......................................................................................
50
Gambar 4.10 Pin .............................................................................................
51
Gambar 4.11 Calendar....................................................................................
52
Gambar 4.12 Bidak catur................................................................................
53
Gambar 4.13 Papan catur.................................................................................
54
