or grammatical processes. Contextual meaning is the meaning of a word or lexicon that appears
based on a particular context. Referential is a meaning that has a reference to it in the real world.
Non-referential meaning is the opposite of referential meaning. Denotative meaning is the original
meaning, the original, or even the actual meaning that a word has that does not have any other
hidden meaning. Connotative meaning is another meaning that uses the word. Conceptual meaning
is the meaning possessed by a word that is independent of any context or association. Associative
meaning is the meaning of words that arise because of the relationship of these words with other
things outside the language. Word meaning describes several words as words that have a common
or similar meaning. Term meaning is the opposite of the meaning of the word. Idiom meaning is the
meaning of a word contained in a certain group of words, where the meaning formed is different
from the original meaning of the word. Proverb meaning is similar to an idiom meaning in that it
arises due to the formation of certain phrases or collections of words.
1.2 Advertising
Advertising is a complex form of communication that sets goals and uses strategies to influence
the thoughts, feelings, and actions of consumers (Moriarty et al. 2011). Advertising or an “ad” is
the overall broad communication about a product, service, or goods paid by a particular sponsor
(Morissan 2010).
1.3 Creative strategy
According to Lee and Johnson (2011), the attractiveness of advertising is the approach taken
in advertising to attract the attention of the target audience to influence their feelings toward the
product/service. The attractiveness of advertising is Informational/Rational (Aggressive Sales); this
attraction focuses on the practical and functional needs of consumers for products or services. Emotional Attractiveness (Persuasive Sales) is attraction that uses emotional messages and is designed
around images expected to touch the heart. CombinationAttraction combines informational/rational
and emotional appeal.
AISAS is an advertising design model of The Dentsu Way that is effective for the target audience
with behavior changes happening now due to the development of the internet. AISAS stands for
Attention, Interest, Search, Action, and Share (Sugiyama &Andre 2011).
1.4 Media
The word “media” has the mediator of the message from the sender to the recipient, or the intermediary introducing the message or in Arabic known as waasai (Arsyad 2002). According to Belch
(in Morissan 2010), the media is an intermediary who sends messages including television, newspapers, radio, and other supporting media. From the above definition, the media is an intermediary
or messenger including broadcast media, print media, digital media, outdoor media, and other
supporting media.
1.5 Visual communication design
Visual Communication Design can be defined as an amalgamation of applications and skills from
design elements such as layout, color, typography, visuals, and communication for business and
industrial needs. Visual communication design is an art to convey a message of information using
the form as the language that is conveyed through media in the form of design (Anggraini and
Nathalia 2018).
36
based on a particular context. Referential is a meaning that has a reference to it in the real world.
Non-referential meaning is the opposite of referential meaning. Denotative meaning is the original
meaning, the original, or even the actual meaning that a word has that does not have any other
hidden meaning. Connotative meaning is another meaning that uses the word. Conceptual meaning
is the meaning possessed by a word that is independent of any context or association. Associative
meaning is the meaning of words that arise because of the relationship of these words with other
things outside the language. Word meaning describes several words as words that have a common
or similar meaning. Term meaning is the opposite of the meaning of the word. Idiom meaning is the
meaning of a word contained in a certain group of words, where the meaning formed is different
from the original meaning of the word. Proverb meaning is similar to an idiom meaning in that it
arises due to the formation of certain phrases or collections of words.
1.2 Advertising
Advertising is a complex form of communication that sets goals and uses strategies to influence
the thoughts, feelings, and actions of consumers (Moriarty et al. 2011). Advertising or an “ad” is
the overall broad communication about a product, service, or goods paid by a particular sponsor
(Morissan 2010).
1.3 Creative strategy
According to Lee and Johnson (2011), the attractiveness of advertising is the approach taken
in advertising to attract the attention of the target audience to influence their feelings toward the
product/service. The attractiveness of advertising is Informational/Rational (Aggressive Sales); this
attraction focuses on the practical and functional needs of consumers for products or services. Emotional Attractiveness (Persuasive Sales) is attraction that uses emotional messages and is designed
around images expected to touch the heart. CombinationAttraction combines informational/rational
and emotional appeal.
AISAS is an advertising design model of The Dentsu Way that is effective for the target audience
with behavior changes happening now due to the development of the internet. AISAS stands for
Attention, Interest, Search, Action, and Share (Sugiyama &Andre 2011).
1.4 Media
The word “media” has the mediator of the message from the sender to the recipient, or the intermediary introducing the message or in Arabic known as waasai (Arsyad 2002). According to Belch
(in Morissan 2010), the media is an intermediary who sends messages including television, newspapers, radio, and other supporting media. From the above definition, the media is an intermediary
or messenger including broadcast media, print media, digital media, outdoor media, and other
supporting media.
1.5 Visual communication design
Visual Communication Design can be defined as an amalgamation of applications and skills from
design elements such as layout, color, typography, visuals, and communication for business and
industrial needs. Visual communication design is an art to convey a message of information using
the form as the language that is conveyed through media in the form of design (Anggraini and
Nathalia 2018).
36