Teknik Pengambilan Gambar dalam Pembuatan Iklan Layanan Masyarakat Chatbot WhatsApp SIBOBA di Polres Boyolali

Abstract

Laporan tugas akhir ini membahas strategi dan implementasi teknik pengambilan gambar dalam produksi video iklan layanan masyarakat yang bertujuan untuk memperkenalkan kembali layanan chatbot WhatsApp SIBOBA milik Polres Boyolali. Layanan chatbot tersebut merupakan inovasi digital yang dirancang untuk meningkatkan efektivitas komunikasi publik serta mempermudah akses layanan kepolisian. Pembuatan video ini bertujuan mensosialisasikan fungsi chatbot secara edukatif dan persuasif melalui pendekatan visual yang menarik dan relevan dengan masyarakat lokal. Bagian tinjauan pustaka menguraikan secara komprehensif mengenai iklan, video iklan, iklan layanan masyarakat (ILM), media sosial, serta teknik sinematografi. Salah satu teori utama yang digunakan adalah teori 5C dari Mascelli yang meliputi camera angle, close-up, composition, continuity, dan cutting. Metodologi yang diterapkan meliputi observasi, wawancara, partisipasi aktif, serta studi pustaka. Produksi video dibagi menjadi lima tahap berdasarkan teori Villamil-Molina, yaitu development, pre-production, production, post-production, dan delivery. Kerja sama dilakukan secara langsung dengan Divisi Humas Polres Boyolali dalam proses pengembangan ide cerita, penulisan naskah, serta pengambilan gambar. Tema utama video ini mengangkat isu sosial balap liar yang dikaitkan dengan pemanfaatan layanan chatbot untuk pelaporan. Pada tahap produksi, berbagai teknik visual diterapkan untuk menggambarkan suasana masyarakat Boyolali sekaligus menyoroti pentingnya teknologi dalam layanan publik. Penggunaan berbagai camera angle seperti high angle, low angle, dan eye level, serta pengambilan gambar close-up dan medium shot yang didukung oleh komposisi visual yang terencana dengan baik, menjadi kekuatan utama dalam menyampaikan pesan naratif secara efektif. Selain itu, penerapan aspek continuity sangat penting untuk menjaga kesinambungan antar adegan, sehingga alur cerita dapat mengalir dengan lancar dan utuh tanpa membingungkan penonton. Teknik cutting dimanfaatkan secara tepat untuk mengatur ritme visual, mempertegas perpindahan antar adegan, serta menciptakan transisi yang halus dan dramatis sesuai dengan kebutuhan naratif. Proses editing dan penyusunan narasi dilakukan secara intensif agar pesan visual mudah dipahami dan mampu menyentuh aspek emosional audiens. Hasil produksi video ini menunjukkan bahwa teknik pengambilan gambar yang terstruktur dan berbasis teori sinematografi dapat meningkatkan efektivitas penyampaian pesan iklan layanan masyarakat. Media visual terbukti tidak hanya berfungsi sebagai alat komunikasi, tetapi juga sebagai jembatan partisipatif antara institusi publik dan masyarakat. Video ini dapat dijadikan referensi strategis bagi instansi pemerintah atau lembaga lain dalam mengomunikasikan inovasi pelayanan berbasis digital secara efektif.

This final project report discusses the strategy and implementation of filming techniques in the production of a public service announcement video aimed at reintroducing the Boyolali Police Department's SIBOBA WhatsApp chatbot service. This chatbot service is a digital innovation designed to improve the effectiveness of public communication and facilitate access to police services. The purpose of this video is to socialize the chatbot's function in an educational and persuasive manner through a visual approach that is engaging and relevant to the local community. The literature review section comprehensively outlines advertising, video advertisements, public service announcements (PSAs), social media, and cinematography techniques. One of the main theories used is Mascelli's 5Cs, which encompass camera angle, close-up, composition, continuity, and cutting. The methodology employed includes observation, interviews, active participation, and literature review. The video production was divided into five stages based on Villamil-Molina's theory: development, pre-production, production, post-production, and delivery. Direct collaboration with the Boyolali Police Department's Public Relations Division was carried out during the story development, scriptwriting, and filming process. The main theme of this video addresses the social issue of illegal racing, which is linked to the use of chatbot services for reporting. During the production stage, various visual techniques were applied to depict the atmosphere of the Boyolali community while highlighting the importance of technology in public services. The use of various camera angles such as high angle, low angle, and eye-level, as well as close-up and medium shots, supported by well-planned visual composition, became the main strength in conveying the narrative message effectively. Furthermore, the implementation of continuity aspects was crucial to maintain continuity between scenes, so that the storyline could flow smoothly and intact without confusing the audience. Cutting techniques were utilized appropriately to regulate the visual rhythm, emphasize the transition between scenes, and create smooth and dramatic transitions according to the narrative needs. The editing and narrative composition process was carried out intensively so that the visual message is easy to understand and able to touch the emotional aspects of the audience. The results of this video production demonstrate that structured shooting techniques based on cinematography theory can increase the effectiveness of the delivery of public service announcement messages. Visual media has been proven to function not only as a communication tool, but also as a participatory bridge between public institutions and the community. This video can be used as a strategic reference for government agencies or other institutions in communicating digital-based service innovations effectively.