ANALYSIS OF SYMBOLS IN CAMPAIGN “THE BEAUTY FROM SABANG TO MERAUKE”

Ariani Kusumo Wardhani, Renita Azzahra

Abstract


The beauty of women who are very diverse is not limited to physical beauty, but there are many points of view that can be seen; therefore, women are the main target audience in the campaign. The trend of women's beauty is generally much influenced by the socio-cultural background of a society. As in the work of designer Nadya Noor who collaborated with Base, a beauty product company, by creating an illustration applied to campaign for clothing about beauty standardization, this work was inspired by the unique shapes of the big islands in Indonesia, as well as the diversity of women in Indonesia who very diverse. The research method using qualitative methods is to analyze the illustrations on clothes with the delivery of messages in the design. Through this work, the researcher examines the visual elements of fashion illustrations in campaigns with the messages conveyed through visuals in campaigns related to illustrations, colors, layouts, with data collection techniques through library research, documentation and interviews. The illustration can be symbols for Indonesian representation from all races in Indonesia.


Keywords


Illustration; Visual elements; Indonesian women; Representation

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