Seni persembahan dalam iklan
Keywords:
Seni persembahan, iklanSynopsis
Buku Seni Persembahan dalam Iklan mengemukakan satu kerangka konseptual yang melihat periklanan sebagai bentuk seni persembahan sosial yang terancang, bukan sekadar mekanisme promosi komersial. Berasaskan pendekatan interdisipliner yang menggabungkan teori komunikasi, pemasaran, ekonomi politik media dan kajian budaya, buku ini menganalisis bagaimana iklan berfungsi sebagai proses pembinaan makna, penghasilan simbol dan pembentukan persepsi dalam masyarakat moden.
Bahagian pertama menghuraikan asas konseptual periklanan dengan meneliti prinsip seni, konsep persembahan dan matlamat sosialnya. Periklanan ditakrifkan sebagai komunikasi berbayar yang tidak bersifat peribadi tetapi dirancang secara strategik untuk mempengaruhi sikap dan tingkah laku khalayak. Perbincangan meliputi definisi dan sifat iklan dalam perspektif komunikasi massa dan ekonomi pasaran, serta pengelasan periklanan berdasarkan khalayak sasaran, kawasan geografi, saluran media dan fungsi komunikasi. Pendekatan ini memberi asas teoritis yang sistematik bagi memahami struktur dan operasi periklanan dalam konteks sosial yang lebih luas.
Bahagian kedua memfokuskan dimensi persembahan dalam iklan dengan meneliti evolusinya daripada media tradisional kepada ekosistem digital. Buku ini mengupas elemen komunikasi verbal dan non-verbal, psikologi penonton, emosi dan empati sebagai asas pembentukan daya persuasif. Analisis turut merangkumi struktur naratif, skrip, watak, konflik, storyboard serta estetika visual sebagai komponen utama dalam pembinaan makna dan pengalaman simbolik. Perbincangan ini memperlihatkan bahawa keberkesanan iklan bergantung kepada integrasi seni persembahan dengan strategi komunikasi dan pemasaran.
Selain itu, buku ini meneliti dimensi budaya dan identiti dalam iklan, termasuk sensitiviti agama dan sosial, representasi masyarakat serta isu stereotaip dan etika. Periklanan dianalisis sebagai institusi budaya yang berperanan membentuk imaginasi kolektif, norma sosial dan aspirasi pengguna. Dalam konteks era digital, buku ini turut membincangkan fenomena media sosial, influencer, personal branding serta perubahan bentuk persembahan yang lebih spontan dan interaktif.
Keseluruhan perbincangan disintesiskan melalui cadangan Model Lima Dimensi Seni Persembahan Iklan yang mengintegrasikan aspek komunikasi, estetika, psikologi, budaya dan strategi sosial dalam satu kerangka analitis. Model ini menawarkan sumbangan teoritis yang berpotensi memperkaya wacana akademik dalam bidang komunikasi dan periklanan.
Secara keseluruhannya, buku ini menyumbang kepada pengembangan literatur tempatan dalam bidang periklanan dengan menyediakan analisis konseptual yang mendalam dan berstruktur. Ia sesuai dijadikan teks rujukan bagi kursus komunikasi, periklanan, pemasaran, seni persembahan dan pengajian budaya di peringkat pengajian tinggi.
Chapters
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PRAKATA
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DAFTAR ISI KANDUNGAN
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BAGIAN 1 KONSEPTUAL SENI PERSEMBAHAN IKLAN
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BAGIAN 2 PERSEMBAHAN IKLAN
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RUJUKAN
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BIODATA PENULIS
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