VISUAL BRANDING KAOS MESEM SITHIK
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Abstract
Penelitian ini berjudul VISUAL BRANDING KAOS MESEM SITHIK. Penelitian membahas tentang strategi visual branding pada produk cinderamata pariwisata dari Kabupaten Tulungagung, yaitu Kaos Mesem Sithik. Permasalahan penelitian terletak pada keberadaan kaos Mesem Sithik, konsep branding kaos Mesem Sithik, dan strategi komunikasi pada visal brand Kaos Mesem Sithik. Berdasarkan hasil penelitian, diperolehkesimpulan keberadaan kaos Mesem Sithik berawal dari gagasan komunal organisasi Paguyuban Cinta Wisata Tulungagung, yang kemudian kepengurusan produksi dipindah tangankan kepada perseorangan. Wahyu Cahyo Utomo sebagai pemilik usaha kaos Mesem Sithik lebih leluasa menuangkan gagasan idiom kebudayaan daerah Kabupaten
Tulungagung kedalam visual brand produk. Perpindahan kepengurusan kaos Mesem Sithik membawa perkembangan dari segi konsep branding produk yang mencakup strategi media dan strategi visual. Desain ilustrasi yang tercetak pada permukaan kaos Mesem Sithik tidak serta merta mengungkap strategi komunikasi produk. Strategi komunikasi kaos Mesem Sithik didapatkan melalui pendekatan ikonografi Erwin Panofsky yang menkaji desain ilustrasi dalam tiga lapisan makna, pra-ikonografi, ikonografi, dan ikonologi. Dari analisis
yang dilakukan, strategi komunikasi pada kaos Mesem Sithik mengedepankan keindahan visual, pemanfaatan teks sebagai penjelas universal, penekanan biaya produksi, dan kepantasan norma dalam menyampaikan idiom kebudayaan daerah Kabupaten Tulungagung sebagai brand produk.
Kata Kunci: Strategi komunikasi, visual brand, kebudayaan daerah
This studyis entitled VISUAL BRANDING KAOS MESEM SITHIK. The research discusses about visual branding strategy on tourism souvenir product from Kabupaten Tulungagung, namely T-shirt Mesem Sithik. The problem lies on the existence of T-shirt Mesem Sithik, the branding concept of T-shirt Mesem Sithik, and communication strategies at visual brand of Mesem Sithik T-shirt. Based on the research, it can be said that the existence of T-shirt Mesem Sithik started fromthe notion of communal association Paguyuban Cinta Wisata
Tulungagung that later move the management of production to individual. Wahyu Cahyo Utomo as the owner of T-shirts Mesem Sithik is more flexible to explore the cultural ideas of Tulungagung into visual brand products.The
displacement of management T-shirt Mesem Sithik shows the development in terms of the concept of branding products including strategy media and visual strategy. The illustration design printed on the T-shirt Mesem Sithik doesn’t necessarily show the product communication strategy. The communication strategy of T-shirt Mesem Sithik is studied through the iconography approach Erwin Panofsky that studies illustration design in three steps of meaning; they are pre-iconography, iconography, and iconology.From the analysis done, communication strategy of T-shirt Mesem Sithikputs forward the visual beautyutilizing text as universal explanation, pressing production fee, and the norms suitability in expressing cultural idioms of Tulungagung as the
product brand.
Keywords: communication strategy, visual brand, rural culture
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