Analisis Estetika Visual Dalam Sejarah Maskot Kotamadya Tangerang

Abstract

A mascot is a tool used by institutions or social organizations to introduce, influence, and build public perception of the institution, organization, activities to be carried out, and the products they produce. For a region, a mascot is an effective promotional tool to create a positive image of the uniqueness, potential, performance of institutions activities, and communities in the area. Kotamadya Tangerang was established in 1993, and as a city with its own government, it already has 3 (three) mascot products that represent the region as well as the activities that have been carried out. The 3 (three) mascots are Si Atang, Si Botang, and Si Suta. A mascot is a product of visual art and character design, which is not just about visual aesthetics. Messages can be effectively conveyed through an aesthetically well-executed phase. The analysis used on various visual signs in mascots applies semiotic theory. In addition, a hermeneutic analysis was then conducted to obtain the essence and a deep understanding of the interpretation of visual aesthetics.