Gunawan, Iwan (2014) Ilustrasi Sosok Manusia dalam Iklan sebagai Wahana Propaganda. In: Seminar Internasional Semiotik, Pragmatik, dan Kebudayaan.

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Abstract

Advertising and other graphic design, along with other propaganda techniques, will instill ideas, and establish a certain mindset of the reader. Frequency of occurrence and geographical reach of this medium makes the message more easily distributed. The nature of this techniques that tend to simplify the problems and coupled with the utilization of the principles of graphic design make the audiences more quickly in absorbing the messages. Potential advertising and graphic design techniques is duly observed as a force forming public perception. Most of advertising and other graphic design media use illustrations of human characters as an effort to provide rigorous information to convey the message. Together with other elements like headlines, text, and aesthetic elements, human characters direct the reader to a certain meaning. Human characters in the print media advertisements in particular magazines is the focus of this study. Selected magazines that appear in Indonesia between 1922 to 1942 are choosen because during that time, there was a significant cultural encounters that lead to the construction of new forms. In the end, the encounters take effect in the appearance of human characters and landscape. The relationship of human characters and the background is an important aspect of forming a new meaning. One human character itself is formed by signifiers which eventually form a new meaning. Human characters in advertising and graphic design is part of avisual “grammatical” structure. In addition, the relationship between illustration with the words in the ad also led to the distortions of meaning other than the early meaning constructed by the human characters independently.

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