PRATAMA, CALVIN FIKY YUDHA (2026) ANIMASI IKLAN LAYANAN MASYARAKAT BERTEMA SELF-ESTEEM UNTUK GEN Z. S1 thesis, Universitas Mercu Buana Jakarta.
|
Text (HAL COVER)
cover.pdf Download (2MB) | Preview |
|
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (BAB I)
13. BAB I.pdf Restricted to Registered users only Download (1MB) |
|
|
Text (BAB II)
14. BAB II.pdf Restricted to Registered users only Download (6MB) |
|
|
Text (BAB III)
15. BAB III.pdf Restricted to Registered users only Download (2MB) |
|
|
Text (BAB IV)
16. BAB IV.pdf Restricted to Registered users only Download (10MB) |
|
|
Text (BAB V)
17. BAB V.pdf Restricted to Registered users only Download (841kB) |
|
|
Text (DAFTAR PUSTAKA)
18. Daftar pustaka.pdf Restricted to Registered users only Download (217kB) |
|
|
Text (LAMPIRAN)
19. Lampiran.pdf Restricted to Registered users only Download (1MB) |
Abstract
This project aims to develop a public service announcement (PSA) animation that enhances late adolescents' understanding of the impact of social comparison on social media toward self-esteem while optimizing the use of visual elements, particularly color psychology, as a non-verbal communication medium to represent the emotional condition of the main character. The variables examined in this project include the application of color psychology (hue, saturation, and value) as the visual variable and self-esteem among late adolescents as the primary communication focus. The target audience consists of adolescents aged 18–21 years who actively use social media. Data were collected through interviews with 10 respondents selected using a purposive sampling technique based on characteristics relevant to the target audience. The data were analyzed using a descriptive qualitative method combined with the Design Thinking approach, consisting of the stages of empathize, define, ideate, prototype, and testing. The findings indicate that social media is one of the factors contributing to social comparison behavior, which negatively affects the self-confidence of several respondents. Based on these findings, a one-minute two-dimensional animation entitled Waktuku Sendiri was designed to portray the journey of a young individual overcoming social comparison and gradually developing self-acceptance. The message is reinforced through the application of color psychology, beginning with the dominance of cool colors to represent emotional pressure and gradually transitioning into warm colors to symbolize self-acceptance and optimism. The final design demonstrates that the integration of color psychology, expressive character animation, and a relatable narrative effectively delivers the intended message in a communicative and emotionally engaging manner. Therefore, this animation is expected to serve as an educational medium that encourages adolescents to appreciate their personal growth, recognize their own potential, and value themselves without constantly comparing their lives to others on social media. Keywords: self-esteem, color psychology, 2D animation, social comparison, social media Perancangan ini bertujuan menghasilkan animasi iklan layanan masyarakat yang mampu meningkatkan pemahaman remaja akhir mengenai dampak perbandingan sosial di media sosial terhadap self-esteem serta mengoptimalkan penggunaan elemen visual, khususnya psikologi warna, sebagai media komunikasi nonverbal untuk merepresentasikan kondisi emosional karakter. Variabel yang dikaji dalam perancangan ini meliputi penggunaan psikologi warna (hue, saturation, dan value) sebagai variabel visual serta self-esteem remaja akhir sebagai variabel yang menjadi fokus penyampaian pesan. Target perancangan adalah remaja berusia 18–21 tahun yang aktif menggunakan media sosial. Pengumpulan data dilakukan melalui wawancara terhadap 10 responden menggunakan teknik purposive sampling, yaitu pemilihan responden berdasarkan karakteristik yang sesuai dengan target audiens. Analisis data dilakukan menggunakan metode analisis deskriptif kualitatif yang dipadukan dengan pendekatan Design Thinking melalui tahapan empathize, define, ideate, prototype, dan testing. Hasil analisis menunjukkan bahwa media sosial menjadi salah satu faktor yang memicu munculnya perilaku membandingkan diri sehingga menurunkan rasa percaya diri sebagian responden. Berdasarkan temuan tersebut, dirancang animasi dua dimensi berjudul “Waktuku Sendiri” berdurasi satu menit yang mengangkat perjalanan tokoh utama dalam menghadapi perbandingan sosial hingga mampu menerima dirinya sendiri. Penyampaian pesan diperkuat melalui penggunaan psikologi warna, dengan dominasi warna dingin pada awal cerita untuk merepresentasikan tekanan emosional, kemudian bertransisi menuju warna hangat sebagai simbol tumbuhnya penerimaan diri dan optimisme. Hasil perancangan menunjukkan bahwa pendekatan visual melalui psikologi warna, ekspresi karakter, dan alur cerita yang dekat dengan kehidupan remaja mampu mendukung penyampaian pesan secara lebih komunikatif dan emosional. Dengan demikian, animasi ini diharapkan dapat menjadi media edukasi yang mendorong remaja lebih menghargai proses, potensi, dan nilai dirinya tanpa terus membandingkan diri dengan orang lain di media sosial. Kata Kunci : self-esteem, psikologi warna, animasi 2D, perbandingan sosial, media sosial
Actions (login required)
 |
View Item |
