2 RESEARCH METHODS
In conducting this research, the authors used qualitative research methods because most of it refers
to the phenomena that occur in society. Strengthened by the explanation from Moleong, qualitative
research is research that is intended for the phenomenon of the behavior, perception, motivation,
and action holistically by means of description (Moleong 2005). Data collection uses triangulation
of data, namely observation, interviews, and literature study. Observation is a method of looking
directly into the field (Sugiyono 2013). The data was obtained based on direct observation of the
tourist destinations of Bumi Perkut and Palutungan Curug Putri on July 10, 2019 and August 18,
2019.
3 RESULT AND DISCUSSION
3.1 Concept of verbal message
Verbal messages, commonly referred to as copywriting, or in this case the tagline, are obtained from
a creative strategy by combining Unique Selling Proposition (USP), Benefit, and Insight from the
target audience. From these three elements, the proposition can be taken as the main message that
Curug Putri has complete facilities and unique waterfall shapes, reflecting the shape of a mythical
princess who was the daughter of heaven and water. This waterfall is believed to be efficacious and
able to provide new and unique experiences for visitors. From this angle, a tagline is taken from
the key phrase Beyond the Magical Curug.
The types of meanings used in the design of verbal messages in the form of taglines and headlines
are contextual and associative. In this case, the word “beyond” contains contextual meaning that
will depend on what is discussed, in this case referring to the facilities in Curug Putri as the selling
power of this tourist area which is generated from the USP of this Putri waterfall tour. The word
“The magical” is included in the associative meaning—in this case, the myth of a heavenly princess
and water believed to be efficacious. The word “Curug” is included in the conceptual meaning
because the concept of Curug is a waterfall.
Therefore, with the formation of the contextual, association, and conceptual meanings, verbal
messages, in this case, a tagline, can be conveyed clearly to the target audience and can be received
clearly without dual or multiple meanings. Henceforth, this verbal language will be strengthened
or the visual language will be strengthened so that it the minds of consumers become clearer over
the meaning or message conveyed by advertisers (Nurbani and Nanda 2019).
3.2 Visual media
3.2.1 Target audience
To obtain strategies and the right media in accordance with the target audience, the activities of the
target audience will be deepened to discover how effective the media is in promoting the Curug
Putri. The results from the mood board above show that the target audience likes things related to
nature and hanging out with friends, traveling, culinary, trying new and unique things, following
trends, and liking tranquility.
3.2.2 Typography
In the design of the promotion of Curug Putri Campground, the Sans Serif typeface is used to make
it more friendly and modern. It uses Balbeer fonts for headlines and letter affirmations and use
Gotham fonts for body copy.
3.2.3 Color
The color used is an earth tone. A grayish white color is from the small rocks of the mountains,
dark green is the color of the leaves, the maroon color is the brownish color of the earth, and the
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In conducting this research, the authors used qualitative research methods because most of it refers
to the phenomena that occur in society. Strengthened by the explanation from Moleong, qualitative
research is research that is intended for the phenomenon of the behavior, perception, motivation,
and action holistically by means of description (Moleong 2005). Data collection uses triangulation
of data, namely observation, interviews, and literature study. Observation is a method of looking
directly into the field (Sugiyono 2013). The data was obtained based on direct observation of the
tourist destinations of Bumi Perkut and Palutungan Curug Putri on July 10, 2019 and August 18,
2019.
3 RESULT AND DISCUSSION
3.1 Concept of verbal message
Verbal messages, commonly referred to as copywriting, or in this case the tagline, are obtained from
a creative strategy by combining Unique Selling Proposition (USP), Benefit, and Insight from the
target audience. From these three elements, the proposition can be taken as the main message that
Curug Putri has complete facilities and unique waterfall shapes, reflecting the shape of a mythical
princess who was the daughter of heaven and water. This waterfall is believed to be efficacious and
able to provide new and unique experiences for visitors. From this angle, a tagline is taken from
the key phrase Beyond the Magical Curug.
The types of meanings used in the design of verbal messages in the form of taglines and headlines
are contextual and associative. In this case, the word “beyond” contains contextual meaning that
will depend on what is discussed, in this case referring to the facilities in Curug Putri as the selling
power of this tourist area which is generated from the USP of this Putri waterfall tour. The word
“The magical” is included in the associative meaning—in this case, the myth of a heavenly princess
and water believed to be efficacious. The word “Curug” is included in the conceptual meaning
because the concept of Curug is a waterfall.
Therefore, with the formation of the contextual, association, and conceptual meanings, verbal
messages, in this case, a tagline, can be conveyed clearly to the target audience and can be received
clearly without dual or multiple meanings. Henceforth, this verbal language will be strengthened
or the visual language will be strengthened so that it the minds of consumers become clearer over
the meaning or message conveyed by advertisers (Nurbani and Nanda 2019).
3.2 Visual media
3.2.1 Target audience
To obtain strategies and the right media in accordance with the target audience, the activities of the
target audience will be deepened to discover how effective the media is in promoting the Curug
Putri. The results from the mood board above show that the target audience likes things related to
nature and hanging out with friends, traveling, culinary, trying new and unique things, following
trends, and liking tranquility.
3.2.2 Typography
In the design of the promotion of Curug Putri Campground, the Sans Serif typeface is used to make
it more friendly and modern. It uses Balbeer fonts for headlines and letter affirmations and use
Gotham fonts for body copy.
3.2.3 Color
The color used is an earth tone. A grayish white color is from the small rocks of the mountains,
dark green is the color of the leaves, the maroon color is the brownish color of the earth, and the
37