Visualization of Indonesian culture as backgrounds in Pocari Sweat Ads “Bintang SMA” (original) (raw)
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Bali's beautiful nature and cultural richness has mesmerized tourists from around the world for decades. The government and private companies in tourism sector in Bali face challenges in creating marketing and advertising programs capable of communicating effectively with an increasingly diverse and dynamic target markets. However, Bali is not merely a travel destination; it is also a home for millions of people struggling to preserve their traditions while trying to keep up with modernization and globalization accelerated by the tourism industry. The position of Bali between globalization and tradition can be seen in the glocalization strategies employed in tourism advertisement (Pratiwi & Arka, 2016). This study will examine further about how the government bodies construct the image of Bali in several Bali advertisements videos and how the advertisements positioned Bali: its culture, its nature and its people, in the face of tourism. The data sources of this study are three advertisement videos produced by Bali Government Tourism Office, Bali Tourism Board and Ministry of Tourism Republic of Indonesia. Bali tourism advertisements customarily exploit Bali's vibrant culture, incorporating verbal and visual signs which implicitly deliver Balinese local values and ideology. We report the findings how the implicit meaning of verbal and visual signs is packaged in those advertisements. The data are acquired from Youtube. The data are collected by observation method using note taking technique. The multimodal data both the visual and verbal signs are analysed using the theory of semiotic proposed by Barthes (1998). Then the theory of semantic by Palmer (2001) is used to analyse the meaning of those verbal and visual signs in order to find out hidden messages delivered by government through the advertisements. Furthermore it is elaborated by the analysis of transitivity system (Halliday, 1985) to find the constellation of participants, processes and circumstances in the advertisements. Employing the three layers of analysis, this study finally can uncover the ideology, consciously or unconsciously delivered by the advertisements. INTRODUCTION Bali is a part of Indonesian archipelago. Bali's beautiful nature and cultural richness has mesmerized tourists from around the world for decades. In an endeavour to actively promote tourist destinations in Bali, the government and private companies in tourism industry have advertised Bali in many ways, one of which is by advertisement videos. Advertising as a form of commercial promotion is a common activity which cannot be separated in our social daily life. The ultimate objective of advertising is catching costumer attention to think and feel certain things about a product, and influence their purchase behaviour. This goal can be made by creating persuasive communication through verbal and visual signs of the advertisement. Both are used because they can work together delivering a certain aim and implicit meaning. Government bodies such as Bali Government Tourism Office, Bali Tourism Board and Ministry of Tourism Republic of Indonesia Government have produced a lot of tourism advertisements to promote the panorama, local culture and the other characteristics of Bali. As an example, Bali tourism advertisements videos were created attractively using local terms, signs, sounds, symbols, and pictures which implicitly deliver the local values and ideology of Bali (Pratiwi & Arka, 2016). The successful promotion of tourism in Bali by using tourism advertisement videos is based on the interpretation of the customer toward the videos. So, it can be said that government bodies as advertisers should be aware on how to communicate the messages and the ideology of Bali effectively through interesting packaging in advertisement videos.
International Journal of Visual and Performing Arts, 2022
This article discusses the use of visual assets during the covid-19 pandemic in Indonesia. There are regulations related to restrictions on movement for everyone during the pandemic, and there is much confusion in information, resulting in information chaos, and one of the reasons is the inappropriate use of visual assets as a medium for the Covid-19 prevention campaign in Indonesia. This study aims to identify the misuse of these visual assets. This study uses visual data spread on social media and observation to examine billboards, banners, and the like scattered in the community. In addition to visual data, interviews were also conducted with graphic designers. The questions asked were about the reasons for determining the design and their motivation in utilizing visual assets. The analysis is carried out by building relationships between the designs created, the use of visual assets, and contextual relationships with other interests outside the substance of the Covid 19 prevention campaign program in Indonesia. The results of the study show that visual assets are not used proportionally in conveying the Covid-19 prevention campaign in Indonesia. The conclusion is that there is no policy that provides direction regarding the provisions for the use of visual assets in preventing the Covid-19 health disaster in Indonesia. This research contributes to the government because this research finds a rule model for the use of visual assets in Indonesia. This is an open-access article under the CC-BY-SA license.