Penerapan Pola Komunikasi Soft Selling melalui Storytelling dalam Film Iklan “Metamorfodream”

Nuria Indah Kurnia Dewi, Agni Saraswati, Audrey Nafisa Falihah Furqon

Abstract


Abstrak

Prodi D3 Animasi ISI Yogyakarta (Prodi Animasi) sebagai lembaga pendidikan pencetak pekerja seni dalam bidang animasi perlu melakukan proses diseminasi yang berkesinambungan sebagai upaya untuk meningkatkan animo masyarakat. Terkait tujuan tersebut, Prodi Animasi memerlukan sebuah media diseminasi komunikasi yang relevan dengan perkembangan zaman, sesuai dengan latar belakang target audiens, serta mampu merepresentasikan karakter Prodi Animasi itu sendiri. Berdasarkan kriteria tersebut, maka film iklan animasi berjudul “Metamorfodream” dipilih sebagai sebuah model media diseminasi. Film iklan ini dirancang dengan memadukan unsur storytelling dan periklanan sehingga menghasilkan iklan dengan pola komunikasi soft selling. Landasan teori yang digunakan adalah teori film animasi oleh Jean Ann Wright dan konsep mengenai identitas brand oleh Derrick Chong serta teori penceritaan Struktur Tiga Babak oleh Weels Root. Metode penciptaan yang dipakai adalah proses penciptaan kreatif oleh Graham Wallas. Tujuan penelitian ini difokuskan untuk mengetahui bagaimana penerapan pola komunikasi soft selling melalui storytelling dalam film iklan Metamorfodream, di mana unsur storytelling akan digunakan dalam membangun bahasa komunikasi sehingga iklan yang dihasilkan akan bersifat soft selling sehingga dapat dinikmati sebagai sebuah karya film.

 

Kata Kunci: diseminasi, film iklan animasi, storytelling, soft selling

 

Abstract

As an educational institution that produces art workers, the Animation Program in the Indonesia Institute of the Arts Yogyakarta needs to carry out a continuous dissemination process to increase public interest. Related to this goal, the Animation Program requires a communicative dissemination medium that is relevant to the times and suitable to the audience's background. It should be able to represent the character of the Animation Study Program itself. Based on these criteria, the animated advertising film entitled “Metamorphodream” was chosen as a media dissemination model. This advertising film is designed by combining storytelling and advertising elements, so as to produce advertisements with soft-selling communication type. The theoretical basis used is the theory of animated films by Jean Ann Wright, the concept of brand identity by Derrick Chong, and the theory of storytelling in Three Acts Structure by Weels Root. The method of creation used is the creative creation process by Graham Wallas. This research aims to know how soft- selling communication patterns can be applied through storytelling in the Metamorphodream advertising film. Storytelling elements will be used in building a communication language so that the resulting advertisements will be soft selling so that they can be enjoyed as a film.

 

Keywords: animated advertising films, concept art, dissemination, storytelling


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DOI: https://doi.org/10.33633/andharupa.v8i02.5270

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