Narayani, Audia Putri (2016) Perancangan Public Service Annoucement Anti Rokok Bagi Remaja Usia 15-19 Tahun. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Indonesia merupakan Negara konsumen tembakau terbesar nomor 5 di
Dunia. Di Surabaya, sebanyak 23% remajanya merupakan perokok aktif dengan
motivasi merokok dikarenakan oleh pengaruh lingkungan dan kebiasaan interaksi
dengan perokok. 28% remaja mengaku tetap merokok karena kurangnya media
yang mampu memotivasi mereka untuk berhenti merokok, oleh karena itu
dirancanglah sebuah kampanye Public Service Announcement (PSA) yang mampu
memotivasi mereka untuk berhenti merokok. PSA adalah proses penyampaian
pesan sosial yang bertujuan untuk membangkitkan kepedulian masyarakat
terhadap sejumlah masalah yang harus mereka hadapi. Metodologi riset yang
digunakan berawal dari proses penggalian data mengenai fenomena, identifikasi
masalah, rumusan masalah serta solusi yang dipelajari melalui studi eksisting,
literatur, penggalian data secara primer dan sekunder. Kemudian, langkah
selanjutnya adalah menentukan ide kampanye yang akan di turunkan pada konsep
komunikasi, visual dan media. Proses perancangan PSA ini memiliki konsep
mengajak remaja untuk berhenti merokok dengan tagline “Mandheg Yok Rek!”.
Konsep yang dimiliki di dapatkan dari pengamatan perilaku target audiens.
Tagline menggunakan bahasa khas daerah Surabaya dengan maksud untuk dapat
mendekatkan diri dengan target audiens yang merupakan remaja – remaja
Surabaya. Diharapkan kampanye ini dapat menumbuhkan motivasi remaja
perokok untuk dapat mengurangi angka perokok aktif di Surabaya.
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Indonesia is the 5th largest country in the world that have many tobacco
consumer. In Surabaya, there are 23% of active smoker teenagers who have
smoking motivation caused by environmental influences and interaction habits.
Even they know how dangerous effect of cigarettes, 28% of them are admitted to
stay smoking because they can’t find any media that could motivate them to quit
smoking, because of that reason, a public service announcement was designed to
motivate them to quit smoking. Public service announcement is one of many way
to delivering a social message to raise the number of public awareness.
Research method used from data, phenomenon, problem identification,
and breakdown solution which are learned through existing studies, literature,
primary and secondary research from observation and depth interviewed. After
processing the data , the next step is how to determined big idea that will be the
communication campaign concept, visual and media.
Designing Public Service Announcement has a concept that want to make
teenagers to stop smoking with the tagline " Mandheg Yok Rek!" . The concept is
owned by getting observations of the target audience behavior. The tagline used
Surabayan traditional language so target audience will have getting feeling closer
with the campaign. This campaign has expected to foster the interest and
motivation of active smokers teenagers to reduce the rate of active smokers in
Surabaya.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Additional Information: | RSDP 741.6 Nar p |
| Uncontrolled Keywords: | Edukais, Iklan layanan masyarakat , Kampanye, Public service annoucement, Remaja, Rokok, Surabaya |
| Subjects: | T Technology > TS Manufactures > TS171 Product design |
| Divisions: | Faculty of Civil Engineering and Planning > Industrial Design Product > (S1) Undergraduate Thesis |
| Depositing User: | ansi aflacha |
| Date Deposited: | 17 Jul 2020 07:55 |
| Last Modified: | 17 Jul 2020 07:55 |
| URI: | http://repository.its.ac.id/id/eprint/76409 |
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