Proceedings of the International Conference of Innovation in Media and Visual Design (IMDES 2023)

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Analysis Satria Dewa Gatotkaca Strategic and Tactical Advertisement Movie Poster and Its Correlation in Art Direction with Literature Study Approach

Authors
Edo Tirtadarma1, *
1Visual Communication Design Department, Universitas Multimedia Nusantara, Scientia Boulevard Gading, Curug Sangereng, Serpong, Kab., Tangerang, Banten, 15810, Indonesia
*Corresponding author. Email: edo.tirtadarma@umn.ac.id
Corresponding Author
Edo Tirtadarma
Available Online 6 November 2023.
DOI
10.2991/978-2-38476-136-4_8How to use a DOI?
Keywords
advertising; movie; poster
Abstract

Indonesia has many folklores that are passed down from generation to generation. One of the famous folklores is the epic tale of Mahabharata. The protagonist is represented by Pandawa, and the antagonist is represented by Kurawa. The story of Gatotkaca was turned into a live action movie by Satria Dewa Studio. To advertise this movie, a poster as advertising medium was designed. This paper analyses Satria Dewa Gatotkaca Movie Poster, and the role of the poster in strategic and tactical of advertising visual messages and its correlation with the art direction process of movie poster visualization. The methodology approach is qualitative method with descriptive literature study approach. As a result of this research, the Gatotkaca movie poster established a brand image strategy with a drama-lecture approach, as evidenced by great-looking art direction visualisation. The outcome result is that the poster had a significant impact on the audience in shaping their perceptions of a new local superhero, as well as making the Mahabharata epic more accessible to today's youth and providing a richer viewing experience.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference of Innovation in Media and Visual Design (IMDES 2023)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
6 November 2023
ISBN
978-2-38476-136-4
ISSN
2352-5398
DOI
10.2991/978-2-38476-136-4_8How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Edo Tirtadarma
PY  - 2023
DA  - 2023/11/06
TI  - Analysis Satria Dewa Gatotkaca Strategic and Tactical Advertisement Movie Poster and Its Correlation in Art Direction with Literature Study Approach
BT  - Proceedings of the International Conference of Innovation in Media and Visual Design (IMDES 2023)
PB  - Atlantis Press
SP  - 70
EP  - 86
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-136-4_8
DO  - 10.2991/978-2-38476-136-4_8
ID  - Tirtadarma2023
ER  -