Representasi Keindahan dan Keheningan dalam Wajah Iklan Pariwisata Indonesia di Era Pandemi Covid-19: Analisis Retorika Visual

Arief Hartanto

doi:10.33633/andharupa.v9i01.5842

Representasi Keindahan dan Keheningan dalam Wajah Iklan Pariwisata Indonesia di Era Pandemi Covid-19: Analisis Retorika Visual

Arief Hartanto

Abstract

Abstrak

Dampak dari pandemi covid-19 pada sektor pariwisata telah terjadi krisis multi dimensi baik secara materiil dan non materiil. Keberadaan iklan bisa menjadi media komunikasi visual untuk merespon kondisi yang terjadi. Tujuan penelitian pada artikel ini untuk menggali makna dan pesan dari iklan pariwisata Indonesia, serta untuk mengetahui respon audien terhadap iklan tersebut yang ada di media Youtube. Penelitian ini menggunakan metode kualitatif. Pengambilan data melalui observasi visual, dokumentasi dan menggunakan aplikasi daring netlytic untuk mengambil data respon audien yang terdapat di iklan tersebut. Analisis menggunakan teori perspektif retorika visual dari Foss, dan menggunakan aplikasi daring netlytic untuk melakukan analisis teks dari respon audien. Hasil penelitiannya yaitu diketahui bahwa secara keseluruhan bentuk visual yang dihadirkan pada iklan ini berupa visual yang diam dan menghadirkan visual tentang keindahan objek pariwisata alam yang dimiliki Indonesia. Bentuk visual ini merepresentasikan keindahan dan keheningan yang kemudian merujuk pada peristiwa dan kondisi krisis yang sedang dihadapi. Audien juga mengapresiasi secara kualitas dari iklan pariwisata Indonesia ini baik secara teknis pengerjaan dan materi visual yang ada.

Kata kunci: analisis teks, covid 19, iklan, pariwisata, retorika visual

Abstract

The impact of the Covid-19 pandemic on the tourism sector has resulted in a multi-dimensional crisis, materially and non-materially either. The existence of advertising can be a medium of visual communication to respond to the occurring conditions. The research purpose of this article is to explore the meaning and the message of Indonesian tourism advertisements as well as find out the audience's response to these advertisements on YouTube media. This study uses a qualitative method. Data was collected through visual observation, documentation, and then using the netlytic online application to retrieve audience response to the data contained in the advertisement. The analysis uses Foss theory of visual rhetorical perspective and the netlytic online application to carry out text analysis of audience responses. The results of his research are shown that overall the visual form presented in this ad is the form of a still visual and presents the visual beauty of Indonesia's natural tourism objects. This visual form represents beauty and serenity which then refers to the events and conditions of the crisis being faced. The audience also appreciates the quality of this Indonesian tourism advertisement technically and in the existing visual materials either.

Keywords: advertising, covid-19, texts analysis, tourism, visual rhetoric

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DOI: https://doi.org/10.33633/andharupa.v9i01.5842