PROYEK AKHIR DESAIN KOMUNIKASI VISUALPERIODE VIII
MENGANGKAT KEMBALI JAMU JUN SEBAGAI MINUMAN TRADISIONAL MELALUI MEDIA AUDIO VISUAL dikerjakan oleh:
Jack Ryan Hartono 12.13.0007 Pembimbing :
Bayu Widiantoro, ST, MSn. Rachmi Kumala Widyasari ST, MDs
PROGRAM STUDI KOMUNIKASI VISUAL FAKULTAS ARSITEKTUR DAN DESAIN UNIVERSITAS KATOLIK SOEGIJAPRANATA SEMARANG PERIODE GENAP 2015/2016
LEMBAR PERNYATAAN ORISINALITAS
Nama :Jack Ryan Hartono NIM : 12.13.0007 Program studi : Desain Komunikasi Visual Fakultas : Arsitektur dan Desain Universitas : Universitas Katolik Soegijapranata
Judul:
MENGANGKAT KEMBALI JAMU JUN SEBAGAI MINUMAN TRADISIONAL MELALUI MEDIA AUDIO VISUAL
Menyatakan bahwa proyek akhir ini adalah hasil karya saya sendiri serta telah mengikuti peraturan akademik dalam melakukan kutipan. Apabila di kemudian hari ditemukan adanya bukti plagiasi, manipulasi, dan / atrau pemalsuan data maupun bentuk – bentuk kecurangan lainnya, saya bersedia menerima sanksi dari Progam Studi Desain Komunikasi Visual, Universitas katolik Soegijapranata Semarang. Demi kepentingan akademis, maka saya bersedia dan menyetujui bentuk publikasi dari karya ilmiah ini.
Semarang, 27 Juni 2016
Jack Ryan Hartono
ii
HALAMAN PENGESAHAN
Judul : MENGANGKAT KEMBALI JAMU JUN SEBAGAI MINUMAN TRADISIONAL MELALUI MEDIA AUDIO VISUAL Dikerjakan oleh: Jack Ryan Hartono 12.13.0007
Program Studi Desain Komunikasi Visual Fakultas Arsitektur dan Desain Universitas Katolik Soegijapranata
Semarang, 27 Juni 2016
Mengesahkan
Dekan Fakultas Arsitektur dan Desain
Ketua Program Studi Desain Komunikasi Visual
Koordinator Proyek Akhir DKV 08
Dra B. Tyas Susanti, M.A., Ph.D
Ag. Dicky Prastomo, S.IP., M.A.
Ir. IGN Dono Sayoso, MSR
NIDN 0626076501
NPP 058.1.2013.283
NIDN 0608075601
iii
HALAMAN PENGESAHAN Judul : MENGANGKAT KEMBALI JAMU JUN SEBAGAI MINUMAN TRADISIONAL MELALUI MEDIA AUDIO VISUAL Dikerjakan : Jack Ryan Hartono 12.13.0007
Program Studi Desain Komunikasi Visual Fakultas Arsitektur dan Desain Universitas Katolik Soegijapranata
Semarang, 27 Juni 2016
Menyetujui, Pembimbing I
Pembimbing II
Bayu Widiantoro, ST, MSn
Rachmi Kumala Widyasari ST, MDs
NPP 058.1.2008.275
NPP 58.5.2015.130
Penguji I
Penguji II
Penguji III
Ag. Dicky Prastomo, S.IP., M.A.
Rachmi Kumala Widyasari ST, MDs
Bayu Widiantoro, ST, M.Sn
NPP 058.1.2013.283
NPP 58.5.2015.130
NPP 058.1.2008.275
iv
PRAKATA Puji syukur kehadirat Tuhan Yang Maha Esa atas segala berkat dan rahmat-Nya, sehingga penulis dapat menyusun dan menyelesaikan proyek akir ini dengan baik dan tepat pada waktunya. Pembuatan proyek akhir ini digunakan sebagai salah satu syarat untuk kelulusan di Universitas Soegijapranata semarang. Saya selaku penulis mengucapkan banyak terima kasih kepada : 1. Bapak Bayu Widiantoro, ST, M.Sn selaku dosen pembimbing proyek akhir 08 atas kesediaan waktunya dalam membantu penulis dalam proses penyusunan proyek akhir ini dari awal hingga akhir. 2. Rachmi Kumala Widyasari, ST, M.Ds sebagai dosen pembimbing proyek akhir 08 3. Bu Karsipah penjual
Jamu Jun sudah bersedia meluangkan waktu dan membantu penulis
dalam melakukan riset. 4. Mbak Lis penjual Jamu Jun yang sudah meluangkan waktu dan membantu penulis dalam melakukan riset. 5. Ibu Suharti yang sudah meluangkan waktu dan membantu penulis dalam melakukan riset 6. Teman-teman yang telah membantu penulis secara langsung maupun tidak langsung dalam menyelesaikan makalah ini 7. Orang tua dan keluarga penulis yang telah memberikan semangat dan dukungan baik secara materi ataupun non-materi, sehingga penulis dapat menyelesaikan makalah ini. Penulis menyadari bahwa makalah ini masih jauh dari sempurna, oleh karena itu penulis mengharapkan kritik dan saran dari pembaca demi kesempurnaan makalah ini. Penulis berharap agar makalah ini dapat bermanfaat bagi para pembaca.
Penulis,
i
ABSTRAK
ABSTRACT
Indonesia merupakan negara yang memiliki kekayaan akan rempah-rempah yang dapat diolah menjadi minuman tradisional. Di kota Semarang terdapat minuman tradisional yang masih ada hingga saat ini namun sudah mulai jarang dijumpai. Minuman tradisional tersebut bernama Jamu Jun. Jamu Jun ini memiliki keunikan dan kelebihan tersendiri baik dari tekstur maupun rasa, serta dalam penyajiannya berbeda dengan jamu pada umumnya. Jamu Jun ini memiliki rasa yang cederung manis dan pedas. Dalam penyajian Jamu Jun sendiri menggunkan klenthing untuk wadah atau tempat menampung jamu jun tersebut. Seiring berjalannya waktu dan perkembangan jaman tingkat kepopuleran jamu jun ini mulai menurun.
Indonesia is a country that has a wealth will spice that can be processed into a traditional drink. In the city of Semarang are traditional drinks that still exists today but has begun rare. The traditional drink called Herbal Jun. June herbal medicine has its own uniqueness and advantages of good texture and flavor, as well as the presentation is different from herbal medicine in general. Herbs Jun this tend taste sweet and spicy. In presenting itself using the Herb Jun klenthing to accommodate container or place the herbs jun. As time went on and the changing times the popularity of herbal Jun begin to decline. The goal in this design to increase the popularity Herb Jun through audio-visual media in the form of a combined documentary and animated films, in order to attract an audience that is spread through online video media like youtube and other social media. So with through audio-visual media popularity level in June Herbs can be lifted and target the younger generation can understand and want to try the traditional drink. The method used to search for the existence and development of herbal medicine in June alone with through a literature review, interviews, and observations in field conditions directly. So that the information obtained is more deeply about the medicinal jun.
Tujuan dalam perancangan ini untuk meningkatkan kepopuleran Jamu Junmelalui media audio visualberupa gabungan film dokumenter dan film animasi, agar menarik penonton yang disebarkan melalui media video online seperti youtube dan media sosial lainnya. Sehingga dengan melalui media audio visual tingkat kepopuleran Jamu Jun dapat terangkat dan target sasaran generasi muda dapat mengerti dan mau untuk mencoba minuman tradisional.Metode yang digunakan untuk mencari keberadaan dan perkembangan dari Jamu Jun sendiri dengan melaui tinjauan pustaka, wawancara, dan juga pengamatan pada kondisi lapangan secara langsung. Sehingga informasi yang didapatkan lebih dalam mengenai jamu jun tersebut.
Benefits of the design so that people are more concerned and active in addressing the existing problems and improve the purchasing power of Herbs Jun and popularity of herbal medicine. In this scheme, or for further research needed the help of various parties so that messages to be delivered can be received well by the entire community.
Manfaat perancangan tersebut agar masyarakat lebih peduli dan aktif dalam mengatasi masalah yang ada dan meningkatkan daya beli jamu jun dan kepopuleran dari jamu tersebut.Dalam perancangan ini atau untuk penelitian selanjutnya dibutuhkan bantuan berbagai pihak agar pesan yang akan disampaikan dapat diterima dengan baik oleh seluruh kalangan masyarakat.
Keywords: movies, animation, documentary, drinks, traditional
Kata kunci : film, animasi, dokumenter, minuman, tradisional
ii
DAFTAR ISI
STRATEGI KREATIF ........................................................................................................................... 25 4.1 Konsep Visual ............................................................................................................................... 25 4.1.1 Format Desain .......................................................................................................................... 25 4.1.2 Pewarnaan ............................................................................................................................... 25 4.1.3 Tipografi ................................................................................................................................... 25 4.2 Konsep Verbal ............................................................................................................................... 26 4.2.1 Program “ Semangkok Nikmat Tradisional ” ............................................................................. 26 4.2.2 Konsep Alur Cerita .............................................................................................................. 26 4.2.3 Rancangan Program................................................................................................................. 26 4.2.4 Sinopsis “ Semangkok Nikmat Tradisional ” .............................................................................. 27 4.2.5 Tone Warna dan Grafik Cerita .................................................................................................. 28 4.2.6 Skenario “ Semangkok Nikmat Tradisional ” ............................................................................. 28 4.2.7 Strategi Promosi ....................................................................................................................... 30 4.3 Visualisasi Desain ......................................................................................................................... 30 4.3.1 Logo ......................................................................................................................................... 30 4.3.2 Bentuk Dasar Logo ................................................................................................................... 30 4.3.3 Makna Logo.............................................................................................................................. 31 4.3.4 Story Board .............................................................................................................................. 31 4.3.5 Konsep Desain ......................................................................................................................... 33 4.3.6 Brand Identity ........................................................................................................................... 35 4.3.7 Media Utama ............................................................................................................................ 35 4.3.8 Promotion Tool ......................................................................................................................... 36 BAB 5 ................................................................................................................................................... 37 KESIMPULAN DAN SARAN ................................................................................................................ 37 5.1 Kesimpulan.................................................................................................................................... 37 5.2 Saran .............................................................................................................................................. 37 DAFTAR PUSTAKA ............................................................................................................................. 38 LAMPIRAN ........................................................................................................................................... 39 DAFTAR PERTANYAAN KUISIONER JAMU JUN .............................................................................. 39 WAWANCARA PENJUAL JAMU JUN ................................................................................................ 39
BAB 1 ..................................................................................................................................................... 1 PENDAHULUAN .................................................................................................................................... 1 1.1 Latar Belakang Masalah ................................................................................................................. 1 1.2 Identifikasi Masalah ........................................................................................................................ 2 1.3 Pembatasan Masalah ...................................................................................................................... 2 1.3.1 Ruang Lingkup Peracangan ....................................................................................................... 2 1.3.2 Lingkup Pembahasan ................................................................................................................. 2 1.4 Perumusan Masalah ....................................................................................................................... 2 1.5 Tujuan Penelitian dan Perancangan .............................................................................................. 2 1.6 Manfaat Penelitian dan Perancangan ............................................................................................ 2 1.7 Metode Penelitian dan Perancangan ............................................................................................. 2 1.8 Sistematika Penulisan .................................................................................................................... 3 BAB 2 ..................................................................................................................................................... 4 TINJAUAN UMUM ................................................................................................................................. 4 2.1 Kerangka Berpikir ........................................................................................................................... 4 2.2 Landasan Teori ............................................................................................................................... 4 2.2.1 Komunikasi Sebagai Proses Penyampaian Pesan atau Informasi .............................................. 4 2.2.2 Strategi Komunikasi Dalam Penyampaian Pesan ....................................................................... 6 2.2.3 Media yang Digunakan Dalam berkomunikasi ............................................................................ 7 2.2.4 Media Audio Visual Dalam Perancangan.................................................................................... 7 2.2.5 Film Sebagai Media untuk Penyampaian Pesan ......................................................................... 8 2.2.6 Film Dokumenter ........................................................................................................................ 9 2.2.7 Feature Dalam Film .................................................................................................................. 14 2.2.8Jamu Jun Sebagai Minuman Tradisional ................................................................................... 15 2.2.9Warna Dalam Pembentukan Logo ............................................................................................. 15 2.2.10Aplikasi Logo pada produk Minuman Tradisional ..................................................................... 15 2.3 Kajian Pustaka .............................................................................................................................. 16 2.3.1 Budaya Dalam Menurunkan Resep Minuman Tradisional ........................................................ 16 2.3.2 Kebudayaan Turun-Temurun.................................................................................................... 16 2.3.3 Tradisi yang Digunakan Dari Waktu ke Waktu .......................................................................... 17 2.3.4 Strategi Komunikasi yang Digunakan untuk Menyalurkan Pesan ............................................. 17 2.3.5 Jamu Sebagai Minuman Herbal atau Tradisional ..................................................................... 17 2.3.6 Minuman Tradisional yang Memiliki Banyak Manfaat ............................................................... 17 2.3.7 Media Pengantar Komunikasi agar Pesan Tersampaikan dengan Baik .................................... 18 2.3.8 Komunikasi Visal ...................................................................................................................... 18 2.4 Studi Komparasi ........................................................................................................................... 18 BAB 3 ................................................................................................................................................... 20 STRATEGI KOMUNIKASI .................................................................................................................... 20 3.1 Analisis .......................................................................................................................................... 20 3.1.1 Identifikasi Studi Kasus ............................................................................................................ 20 3.1.2 Hasil Kuisioner ......................................................................................................................... 20 3.1.3Potensi Jamu Jun ...................................................................................................................... 21 3.2 Khalayak Sasaran ( Target Audience ) ........................................................................................ 21 3.2.1 Geografis.................................................................................................................................. 21 3.2.2 Demografis ............................................................................................................................... 21 3.3 Strategi Komunikasi ..................................................................................................................... 22 3.3.1 Creative Brief............................................................................................................................ 22 3.3.2 Unsur Komunikasi .................................................................................................................... 22 3.3.3 Prinsip 5W + 1H ....................................................................................................................... 23 3.3.4 Strategi Media .......................................................................................................................... 23 3.4 Anggaran ....................................................................................................................................... 24 BAB 4 ................................................................................................................................................... 25 iii
DAFTAR TABEL
DAFTAR GAMBAR Gambar 2.1 Kerangka Berpikir .............................................................................................................................. 4 Gambar 2.2 Proses Komunikasi ............................................................................................................................ 4 Gambar 2.3 Komponen atau Unsur Komunikasi ................................................................................................ 5 Gambar 2.4 Contoh Tipe Film Expository .......................................................................................................... 11 Gambar 2.5 Contoh Tipe Film Observational .................................................................................................... 12 Gambar 2.6 Contoh Tipe Film Interactive .......................................................................................................... 12 Gambar 2.7 Contoh Tipe Film Reflexive ............................................................................................................ 13 Gambar 2.8 Contoh Tipe Film Reflexive ............................................................................................................ 13 Gambar 2.9 Contoh Tipe Film Reflexive ............................................................................................................ 14 Gambar 2.5 Screenshoot 2 Video Asal-usul Jamu Jun ................................................................................... 19 Gambar 3.1 Diagram Pengetahuan Jamu JUN ................................................................................................ 20 Gambar 4.1 Warna yang digunakan ................................................................................................................... 25 Gambar 4.2 Jenis huruf Monotype Corsiva ....................................................................................................... 25 Gambar 4.3 Jenis Huruf One Stroke Script LET ............................................................................................... 26 Gambar 4.4 Sinopsis “Semangkok Nikmat Tradisional” .................................................................................. 27 Gambar 4.5 Logo Jamu Jun................................................................................................................................. 30 Gambar 4.6Dasar Bentuk Logo ........................................................................................................................... 30 Gambar 4.7 Makna Logo ...................................................................................................................................... 31 Gambar 4.8 Storyboard ........................................................................................................................................ 31 Gambar 4.9 Storyboard ........................................................................................................................................ 32 Gambar 4.10 Storyboard ...................................................................................................................................... 32 Gambar 4.11Background Kondisi Cafe Masa Depan ...................................................................................... 33 Gambar 4.12 Gambar Kondisi Didalam cafe ..................................................................................................... 33 Gambar 4.13 Menu Jamu Jun Dimasa Depan .................................................................................................. 33 Gambar 4.14 Karakter Penjual Jamu ................................................................................................................. 34 Gambar 4.15 Desa Poncoharjo ........................................................................................................................... 34 Gambar 4.16 Masjid Agung Demak .................................................................................................................... 34 Gambar 4.17 Animasi Angkutan Umum Tahun 70an ...................................................................................... 35 Gambar 4.18 Animasi Pasar Gang Baru ............................................................................................................ 35 Gambar 4.19 Merchandise ................................................................................................................................... 35 Gambar 4.22Facebook Jamu Jun ....................................................................................................................... 36 Gambar 4.23Teaser Film Jamu Jun ................................................................................................................... 36 Gambar L.1 Tempat Jamu Jun ............................................................................................................................ 39 Gambar L.2Bentuk Jamu Jun .............................................................................................................................. 39 Gambar L.3PenjualJamu Jun .............................................................................................................................. 39 Gambar L.4 Data Lapangan Penjual Jamu Jun ................................................................................................ 41 Gambar L.5 Data Lapangan Penjual Jamu Jun ................................................................................................ 42 Gambar L.6 Jamu Jun .......................................................................................................................................... 43 Gambar L.7 Konsep Berpikir ................................................................................................................................ 44 Gambar L.8 Alternatif Logo .................................................................................................................................. 45 Gambar L.10 Storyboard Pertama ...................................................................................................................... 46 Gambar L.11 Storyboard Pertama ...................................................................................................................... 47 Gambar L.12 Isi Storyboard Pertama ................................................................................................................. 47 Gambar L.13 Storyboard Kedua ......................................................................................................................... 48 Gambar L.15 Storyboard Kedua ......................................................................................................................... 49 Gambar L.16 Konsep Desain Cafe ..................................................................................................................... 49 Gambar L.17 Storyboard Singkat ........................................................................................................................ 50 Gambar L.18 Konsep Storyboard Singkat ......................................................................................................... 50 Gambar L.19 Storyboard Film Jamu Jun ........................................................................................................... 51 Gambar L.20 Storyboard Film Jamu Jun ........................................................................................................... 51 Gambar L.21 Storyboard Film Jamu Jun ........................................................................................................... 52
Tabel 3.1 Timeline dan Launching Media ................................................................................ 24 Tabel 4.1 Konsep Alur Cerita .................................................................................................. 26
iv
