CHARACTER VISUAL DESIGN AND ATTRACTIVENESS OF 18th ASIAN GAMES JAKARTA PALEMBANG 2018 MASCOTS

• Main Author: Uttara, Sabeth
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/36994
• Institution: Institut Teknologi Bandung

Indonesia, as the host of the 18th Asian Games in Jakarta Palembang in 2018, uses mascot as one of the elements of event identity. Seeing its development, there seems to be a problem where the mascot is not able to bring people, especially Jakarta, to enliven the event. But unlike the case after the event was over, the demand for various types of applied mascot media, especially merchendise, became very high. Almost every merchendise sold in physical stores and online is sold out. This study uses a mixed method, namely parallel convergence, For that methods used in filtering data are interviews, observations, literature which is supplemented with questionnaire data. From the data obtained, namely a combination of qualitative and quantitative. In visual language using character design instruments, the three 18th Asian Games mascots are well designed. But seeing from the discussion of visual communication, it seems that the mascot phenomenon ahead of the pre-event time is not able to make an appeal to the target market of the Asian Games. Mascot only becomes a complementary commodity from a brand identity of the event. Looking at the communication component, there seems to be some shortcomings especially in the communicator component, in this case INASGOC as the event organizer. Seeing from the phenomenon of post-event, the three mascots become a new visual language in Indonesian society. So that the attractiveness of a mascot is considered not to work as the initial function expected by the organizer.