6. Chaptereee 4e_256e
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CHAPTER 4 STRATEGY AND APPROACH 4.1 Communication Strategy This book is a medium that fulfill culinary lovers need in Indonesia, and is expected to attract the interest of people who are less knowing about the origins of hawker food in Jakarta. The writer will be using the rational and emotional approaches to communicate the message of the book. Rational Approach - Givin g a l earnin g med ia t o the targ et ab out t he or igin of ha wker food in J akarta that can fulfill the need for knowledge of Jakarta culinary culture. Emotional Appr oach - The author want s the re ade rs to fe el nos tal gic nuanc e and cur ios ity . 4.1.1The key facts that support are Designing a book with horizon development culinary , discuss the other side of Jakarta culinarythat is the uniqueness of the origin of Jakarta Hawker Food to society. - The re ader s hou ld have an i nt er es t in t he cul inar y worl d of I ndo nesi a. - T ar get has a hi gh appr eci at ion of t he culi nar y wor ld of Indonesia. - Book on I ndo nesi an f ood is found in a nea rby bookstor e, but t hese books show onl y rec ipe s cour se rec ipe s; it als o looks monotonous and les s visually appealing, and less in the background of these foods. So that people in Indonesia are less familiar with the origins of their food from the nation itself. 1
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Transcript of 6. Chaptereee 4e_256e
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CHAPTER 4
STRATEGY AND APPROACH
4.1 Communication Strategy
This book is a medium that fulfill culinary lovers need in Indonesia, and is
expected to attract the interest of people who are less knowing about the origins of
hawker food in Jakarta. The writer will be using the rational and emotional
approaches to communicate the message of the book.
Rational Approach
- Giving a learning media to the target about the origin of hawker food in Jakarta
that can fulfill the need for knowledge of Jakarta culinary culture.
Emotional Approach
- The author wants the readers to feel nostalgic nuance and curiosity.
4.1.1The key facts that support are
Designing a book with horizon development culinary, discuss the
other side of Jakarta culinarythat is the uniqueness of the origin of Jakarta
Hawker Food to society.
- The reader should have an interest in the culinary world of Indonesia.
- Target has a high appreciation of the culinary world of Indonesia.
- Book on Indonesian food is found in a nearby bookstore, but these books
show only recipes course recipes; it also looks monotonous and less
visually appealing, and less in the background of these foods. So that
people in Indonesia are less familiar with the origins of their food from thenation itself.
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4.2 Creative Strategy
4.2.1 Ob jective
This book offers the Jakarta hawker food and show different readingexperience than other publications which usually only focus on the recipe, this
book invites the readers to interact more and showing the visual culinary
experienced. With informative design and attractive visual, this book offers the
extraordinary culinary info about Indonesian food different from others.
Besides the layout and photo, people can also experience the taste off food
though visual and literature.
4.2.2 Message
Culinary is an integrity of the nation, Indonesian has the pride of its
nation, patriotism, and feel possessed for the culinary and its history. By
knowing and understanding the national culinary, the Indonesian integrity will
be strengthened.
4.2.3 Positioning
This book will give explanation about the uniqueness of the origin hawker
food in Jakarta, which is the first book that reveal this topic, that describes a
little bit of history, ingredients and the location of hawker food that can still be
found.
4.3 Visual Strategy
4.3.1 Keyword
In this book required the history, story, facts about Jakarta hawker food,the key words are:
- Jakarta
- Culinary
- Traditional
- Nostalgic
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4.3.2 Design Strategy
4.3.2.1 Verbal Strategy
According to the target profile audience and book concept, this book
will use informative language style that can be easy tounderstand and
educated. The book will use English language, therefore both local
and foreign people can read the book.
4.3.2.2 Visual Strategy
Color : Blend of earthy and bright colors in design book gives a
classic traditional mood and add Betawi's colors. These
colors represent this book and as an informative media in
promoting this book.
Typography : typography uses a blend of san serif and serif, in
accordance to gain formal but attractive look.
Layout : Design element and motif are adjusted with the mood, lead
to pattern and photography. Layout that expected to give
visualization of education, dynamic concept to attract
the reader. Layout will form informatively based on data. Photo and Illustration : types of illustration that used are simple
vector, just to support element and more
focus to the photos of the food it is more
appealing.
4.4 Media Strategy
In order to promote the book, the writer had decided to choose below the line
promotion strategy. To execute the strategy, the writer would apply the book into
several items mentioned below :
- Book packaging
The book packaging would be additional cover of the book itself.
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- Promotional poster
They are useful communication tools to spread information quickly and build
awareness
- Merchandise ;bookmark,tote bag and post card.
The additional items are used to promote the book.
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