THE ORIGIN OF HAWKER FOOD IN JAKARTA

Transcription

1 THE ORIGIN OF HAWKER FOOD IN JAKARTA THESIS FIELD PROJECT by Putri Livia BINUS UNIVERSITY INTERNATIONAL BINUS UNIVERSITY JAKARTA 2012 i

2 THE ORIGIN OF HAWKER FOOD IN JAKARTA THESIS Proposed as a requirement for obtaining Bachelor of Art at Program Art and Design Education Level Strata-1 (Sarjana/Bachelor) by Putri Livia BINUS UNIVERSITY INTERNATIONAL BINUS UNIVERSITY JAKARTA 2012 ii

3 THE ORIGIN OF HAWKER FOOD IN JAKARTA THESIS Prepared by: Putri Livia Approved by: Vera Jenny Basiroen, MFA Lecturer Code: D2068 BINUS UNIVERSITY JAKARTA 2012 iii

4 PREFACE First of all I would like to express my gratitude to Almighty Allah SWT for his blessing, His best way to me and praise to the Prophet of Muhammad SAW and my thanks to my parents Drs. H. Muhammad is MM. MBA and Hj.Asmaryati, my older sister Inna Fauzri and my older brother ArieFirman Putra, my partner Denny Adrian and the entire people who are close and always support me in pray, moral, input and even financial support. Also to other parties that related along with the finishing of this thesis. I as an author would like to thank you to: 1. Mrs. Jane Basiroen, MFA., as the Head of Shool of Art and Design and also as supervisor who guided me throughout the process with patience and understanding in finishing this thesis. 2. Mr. Emmanuel Saptaputra, MM.Des., as the Deputy Head of School of Art and Design who gave moral supports and information to the Art and Design School students. 3. Mr. Wildan Ali, MBA., as my co-supervisor, who guided me throughout the process with patience and moral support. 4. The entire Art and Design lectures in Binus International University. 5. Mr.Kartiko Eko Putranto, DEA, PhD., who has already guided and given me all supports and massive moral support to this thesis. 6. Mr. Yahya Andi Saputra, who has been a great help in collect and complete data. 7. Muhammad Arief, who helped me a lot with technique photogaphy and technique drawing. v

5 8. Khairul Amri and Shanti Sjafril, who helped me to correct data with english language. 9. Friends in Art and Design for the moral support. Gema Semesta, Jayanti Ragumani, Vera S.Winardi, Iskandar Zulkarnaen, Marcia, Fellyna Tanuwijaya and all other frineds who helpes with ideas, moral supports and valuable infomation to the author to complete this thesis. 10. All Betawi s society and Jakarta s culinary who have given so much inspirations. The writer realizes that this thesis is still far from perfect. Therefore, the author welcomes any suggestion and constructive comments that come in. Hopefully this thesis can be useful for those who are in need of information. Jakarta, January 2012 Putri Livia vi

6 TABLE OF CONTENT Cover Page... Title Page... Certificate of Approval... Statement of Examiners... Abstract... Preface... Table of Contents... i ii iii iv v vi viii List of Figures... xi CHAPTER 1 INTRODUCTION 1.1 Background Scope Aims and Benefits Structures... 3 CHAPTER 2 THEORITICAL FOUNDATION 2.1 Theories of Book Theories of food Theories of Traditional Food Theories of Betawi Traditional Food Theories of Communication Theories of Typography... 9 vii

7 2.7 Theories of Grid & Layout Theories of Color Theories of Illustration Theories of Photography CHAPTER 3 PROBLEM ANALYSIS 3.1 Analysis of Similar Project Data Sources Problem Identification Target Analysis Sampling Methods Result Survey with Indonesia's culinary lovers S.W.O.T CHAPTER 4 STRATEGY AND APPROACH 4.1 Communication Strategy Creative Strategy Objective Message Positioning Visual Strategy Keyword Design Strategy Media Strategy viii

8 CHAPTER 5 VISUAL DESIGN 5.1 Creative Process Mind Map Mood Board Hand drawn sketches CHAPTER 6 MEDIA PLANNING AND IMPLEMENTATION 6.1 Book Title Font Choosing Grid System Technical Book Format Design Media Application CHAPTER 7 CONCLUSION AND RECOMMENDATION 7.1 Conclusion Recommendation REFERENCES CURICULUM VITAE APPENDICIES ix

9 LIST OF FIGURES Figure 3.1 Wisata Jajan JABODETABEK Book Figure 3.2 Specification of Wisata Jajan JABODETABEK Book Figure 3.3 Jajanan Pasar Paling Diminati Book Figure 3.4 Specification of Jajanan Pasar Paling Diminati Book Figure 3.5 Sri Owen Book Figure 3.6 Specification of Sri Owen Book Figure 3.7 Fast Food Book Figure 3.8 Specification of Fast Food Book Figure 3.9 World kitchen Book Figure 3.10 Specification of World kitchen Book Figure 3.11 Indian Heritage Book Figure 3.12 Specification of Indian Heritage Book Figure 5.1 Mind Map Figure 5.2 Mood Board Figure 5.3 Sketch layout for the ingredient and main food Figure 5.4 Sketch layout for chapter recommended address Figure 5.5 Sketch layout for photo display Figure 5.6 Sketch for create ornament x

10 Figure 6.1 Symbol design for title Figure 6.2 Divider design Figure 6.3 Design Chapter for Jakarta Culinary Figure 6.4 Chapter Main Food Design Figure 6.5 Design Chapter for Snack Figure 6.6 Design additional Chapter for Snacks Figure 6.7 Design Chapter for Drinks Figure 6.8 Design Chapter for Glossary Of Ingredients Figure 6.9 Design Chapter for Drinks Figure 6.10 Design Chapter for Recommended address Figure 6.11 Design Poster Figure 6.12 Design Bookmark Figure 6.13 Design Postcard Figure 6.14 Design Tote bag xi