How Advertising Enforces Local Cultural Identity Through Fashion in Timun Mas TV Ads (original) (raw)
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Advertisement is one of the promotional media which is used by marketers either to introduce or sell their products. Marketers have many ways to make the advertisement interesting. One of the ways is by bringing cultures into the advertisement. Kuku Bima Ener-G Yogyakarta version is one of the products which used culture in its advertisement. It mixes the pattern of energy drink products’ advertisements which are usually show masculinity, men, and muscle with a culture. Kuku Bima Ener-G Yogyakarta version used Javanese culture in the advertisement. This research has a purpose to know the representation of Javanese culture in Yogyakarta used by Kuku Bima Ener-G Yogyakarta version’s advertisement. This research used qualitative approach with semiotic analysis method. Pierce’s semiotic method which is divided the indicator in to sign, object and interpretant is used by the researcher. Kuku Bima Ener-G Yogyakarta version’s advertisement is used as the research object. The data collection technique is unit data analysis documentation that are some captures from the advertisement. The result of this research shows that Yogyakarta’s culture is portrayed representing Javanese cultures widely in Kuku Bima Ener-G Yogyakarta version’s advertisement. In a broad way, there are four theme put in this advertisement. They are (a) The harmony of modern and traditional life in Yogyakarta; (b) A confirmation about Yogyakarta Landmark as a local element; (c) Multiculturalism as the main point of Yogyakarta, and (d) Main commodity in Yogyakarta. In a further research, it’s found that the majority products show in the advertisement is from Yogyakarta. In other words, Yogyakarta is portrayed as the center of Javanese cultures. Keyword: Advertising, Kuku Bima Ener-G Yogyakarta version, Java culture.
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