Oleh Cons. Tri Handoko

ABSTRAK
Ilustrasi dalam iklan cetak selain berfungsi sebagai daya tarik dan penahan perhatian khalayak juga dapat mempengaruhi penerimaan dan ingatan khalayak terhadap pesan iklan. Dalam perkembangannya dewasa ini iklan cetak telah banyak memanfaatkan pendekatan afektif dalam ilustrasinya dengan menggunakan daya tarik ketakutan/kekuatiran, kesedihan/penderitaan, kehangatan, persamaan derajat, serta pendekatan daya tarik seks untuk mempengaruhi penerimaan dan ingatan khalayak.

Kata kunci: Ilustrasi iklan, pendekatan afektif

ABSTRACT
Illustrations in print advertisements have function to attract and hold the attention of the audiences beside influence their acceptance and memory. Recently, illustrations of print advertisements have been using affective approaches by using appeal to anxiety, appeal to sorrow, appeal to warmth, appeal to equity, and appeal to sex influencing audiences’ acceptance and memory.

Keywords: Advertisements illustrations, affective approach

Download di sini > Ilustrasi Iklan Cetak dengan Pendekatan Afektif dalam Hubungannya dengan Penerimaan dan Ingatan Khalayak

Sumber: Desa Informasi > Pusat Penelitian (Research Centre) Petra Christian University

“Desa Informasi” or “Information Village” is the name adopted for the Local eContent (digital information resources with local flavor) development project being carried out in Petra Christian University Library.

“Desa Informasi” can also play an important role in preserving (at least) digitally local historical and cultural heritage, thus preserving the collective memory of a local society.

All Local eContent collections are available for everyone through the Internet for free. Some Local eContent collections are currently available in “Desa Informasi,” such as Surabaya Memory, Digital Theses, eDIMENSI, Petra@rt Gallery, Petra iPoster, and Petra Chronicle.

Cons. Tri Handoko
Dosen Jurusan Desain Komunikasi Visual
Fakultas Seni dan Desain – Universitas Kristen Petra

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