Photography Style Displacement in Print Ads from The New Order Era to The Post New Order

Prayanto Widyo Harsanto, 196302111999031001 (2014) Photography Style Displacement in Print Ads from The New Order Era to The Post New Order. JARAD (the journal of Asean Research in Arts and Design), 1 (1). pp. 144-158. ISSN 2351-0684

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Abstract

The governance of the new order under Soeharto,s leadership not only embed the political stability and security, but also to the growth of lndonesia's economics matters. The structural changing in economy system becomes the key for the growth and development of the more rnodern ads in a big scate in lndonesia. Likewise with the ads' presentation that has been changing from the new order era to the post new order era, in its content, media or Form Those displacements and changes are apptied also on the ads' illustration. photography as an ads' illustration not merely has its artistic value, but also demanded to have a related concept to its marketing function and design principles (aesthetic-persuasive). There fore, photography in the ads gives not only a meaning in functional context, but also in an aesthetic meaning. ln functional meaning, photography in ads is made with an objective to help the marketing process to its products and services in a persuasive. In the aesthetic context, photography in the ads are able to reflect its style (visual characteristic) according to its appearance's time. Photography's presentation in the print media's ads has opened the aesthetic discourse about character and characteristics according to its period of time. This phenomenon appears not only on the textual (visual) phenomenon, but also contextuatly

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