Uncovering the Representation of Indonesian Culture: An Analysis of Marjan Syrup Advertisement
DOI:
https://doi.org/10.22219/satwika.v7i2.29594Keywords:
advertisement, Betawi, Indonesian culture, representationAbstract
The efforts to preserve the culture could be done in various ways. Advertisement is one of them. This study aims to analyze the advertisement of Marjan syrup, one of the popular Indonesian syrups that not only attempts to attract customers but also introduce Indonesian culture. To examine how Marjan syrup represents Indonesian culture, the object of the study was taken from @Iklanesia HD YouTube channel entitled “Iklan Sirup Marjan-Tari Betawi dan Sepatu Roda”. The author applies a qualitative approach by finding the dataset through literary works. The author utilizes the concept of Advertisement Kia Brandt and Representation from Stuart Hall to analyze how the Marjan syrup advertisement attempts to represent Indonesian culture especially Betawi culture. The findings show that there are several signs of Betawi culture shown in this advertisement. The representation of Betawi culture could be seen through the existence of Ondel-ondel, trumpet, coconut flower (kembang kelape), and mask dance (tari topeng) in the ads.
Upaya melestarikan budaya dapat dilakukan dengan berbagai cara. Iklan merupakan salah satu media untuk memperkenalkan budaya. Penelitian ini bertujuan untuk menganalisis iklan sirup Marjan, salah satu sirup populer Indonesia yang tidak hanya berupaya menarik pelanggan tetapi juga memperkenalkan budaya Indonesia. Untuk mengkaji bagaimana sirup Marjan mewakili budaya Indonesia, objek penelitian diambil dari @Iklanesia HD yang berjudul “Iklan Sirup Marjan-Tari Betawi dan Sepatu Roda”. Penulis menerapkan pendekatan kualitatif dengan memperoleh data melalui artikel ilmiah. Penulis menggunakan konsep Advertisement dari Kia Brandt and Representation dari Stuart Hall untuk menganalisis bagaimana iklan sirup Marjan berupaya merepresentasikan budaya Indonesia khususnya budaya Betawi. Hasil dari penulisan artikel ilmiah ini ditunjukkan melalui beberapa simbol dari budaya Betawi. Representasi budaya Betawi adalah Ondel-ondel, terompet, kembang kelapa, dan tari topeng (tari topeng).
Downloads
References
Akanfani, F.L., et. al. (2022). Tari Topeng Betawi: Kajian Filosofi dan Kajian Simbolis. GETER : Jurnal Seni Drama, Tari Dan Musik. https://journal.unesa.ac.id/index.php/geter/article/view/19514
Brandt, K. (2017). ADVERTISING THEORIES AND PRACTICE: EXPERIENCES OF FINNISH PRACTITIONERS. University of Jyväskylä.
Bungin, B. (2006). Sosiologi Komunikasi: Teori, Paradigma, dan Diskursus Teknologi Komunikasi di Masyarakat. Kencana Prenada Media Group.
Candra, D. M. (2013). REPRESENTASI PAKAIAN MUSLIMAH DALAM IKLAN. Profetik: Jurnal Komunikasi, 6(2). https://ejournal.uin-suka.ac.id/isoshum/profetik/article/view/1171
Encyclopedia, T. editors of B. (2023). Trumpet. https://www.britannica.com/art/trumpet.
Gumelar, A. C., Ekawati, F., Purnamasari, F. I., & Dewi, Z. C. (2021). Ondel-Ondel Local Content Curriculum as A Vocational School of Betawi Cultural Preservation. Edunesia : Jurnal Ilmiah Pendidikan, 2(3). https://doi.org/10.51276/edu.v2i3.150
Handayani, D. (2019). Represntasi budaya dalam iklan. Jurnal Budaya Nusantara. https://jurnal.unipasby.ac.id/index.php/jurnal_budaya_nusantara/article/view/2111
Jannah, F. (2020). Pesan Moral dalam Iklan Sirup Marjan Edisi Ramadhan 1442 H Berdasarkan Teori Semiotika Roland Barthes. Institut Agama Islam Negeri (IAIN) Ponorogo. http://etheses.iainponorogo.ac.id/11702/
Kustopo. (2008). Mengenal Kesenian Nasional Ondel-ondel. PT. Bengawan Ilmu.
Kusuma, D. & Susetyo-Salim, T. A. (2019). The Way of Preserving Ondel Ondel Betawi: A Cultural Icon that Becomes a Street Icon. ICoLIS.
Lestari, P., & Sihombing, L. H. (2022). Learning Indonesian Culture through an Indonesian TV Series Si Doel Anak Sekolahan. Faktor : Jurnal Ilmiah Kependidikan, 9(3). https://doi.org/10.30998/fjik.v9i3.15029
Maulana, D. (2021). Nostalgic with Oplet, the Legendary Public Transportation in Jakarta. Dinas Kebudayaan Jakarta.
Muhtarom, I., Fauzie, M., & Tjahyono, P. (2018). Tradisi dan Kreasi Kostum Topeng Betawi. Jurnal Desain, 5(01). https://doi.org/10.30998/jurnaldesain.v5i01.1833
Mulyana, D. (2007). Ilmu Komunikasi Suatu Pengantar. PT Remaja Rosdakarya.
Nailasalma, N. (2020). Tari Topeng Tunggal Karya Mak Kinang Dalam Ekspresi Budaya Betawi di Kelurahan Cisalak Kota Depok. Digilib.Isi.Ac.Id.
Purbasari, M., Carollina, D. & Marianto, M. D. (2022). Ondel-Ondel in the Digital Age. The 10th International Conference for Asia-Pacific Art Studies 2022.
Rafkahanun, R., Indira, D., Ardiati, R. L., & Soemantri, Y. S. (2022). Representasi Budaya Ramadan di Indonesia dalam Iklan Gojek Versi Ramadan 2021: Kajian Semiotika Roland Barthes. Stilistika: Jurnal Pendidikan Bahasa Dan Sastra, 15(1). https://doi.org/10.30651/st.v15i1.8797
Rahayu, N. T., & Suryono & Suparwati. (2021). REPRESENTASI BUDAYA LOKAL DALAM IKLAN DAN WACANA SOSIAL KORPORASI. … Hasil Penelitian Dan ….
Rahayu, R. (2023). Iklannya Identik dengan Bulan Ramadhan, Simak Perjalanan Sirup Marjan dari Tahun 1975. TrenAsia. https://www.trenasia.com/iklannya-identik-dengan-bulan-ramadhan-simak-perjalanan-sirup-marjan-dari-tahun-1975
Sari, I. M., & Rahayu, P. B. (2023). Makna dan Pesan yang Terkandung dalam Iklan Video Sirup Marjan pada Ramadhan 1442 H (Sebuah Kajian Semiotika). Journal of Communication Sciences (JCoS), 5(1). https://doi.org/10.55638/jcos.v5i1.380
Sihombing, L. H., & Lestari, P. (2022). Revealing the Philosophy of Starbucks Logo: Semiotic Analysis. ELTALL: English Language Teaching, Applied Linguistic and Literature, 3(2). https://doi.org/10.21154/eltall.v3i2.4886
Sobur, A. (2006). Analisis Teks Media. PT Remaja Rosdakarya.
Stuart Hall. (1997). Representation. Sage Publications.
Sumarni, S. (2018). Kembang Kelape. https://budaya-indonesia.org/Kembang-Kelape
Supandi, M. (2017). Perempuan Dalam Novel Dakwah. Lakon.
Supriyono, R. (2010). Desain Komunikasi Visual: Teori dan Aplikasi.
Tinarbuko, S. (2010). Semiotika Komunikasi Visual. Jalasutra.
Widyahening, E. T. (2015). The role of language in advertisement. The 35th Anniversary Slamet Riyadi University.
Widyantama, R. (2007). Pengantar Periklanan. Pustaka Book Publisher.
Yanuar, D., & Mulyana, A. R. (2019). Interaksi musikal dalam pertunjukan Kesenian Topeng Betawi. Dewa Ruci: Jurnal Pengkajian Dan Penciptaan Seni, 14(1). https://doi.org/10.33153/dewaruci.v14i1.2532
Zahra, E. (2023). Islam dan kearifan lokal pada iklan sirup Marjan versi Ramadhan 1443 H. Uin Prof. K.H. Saifuddin Zuhri.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Lambok Hermanto Sihombing
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with Satwika : Kajian Ilmu Budaya dan Perubahan Sosial agree to the following terms:
- For all articles published in Satwika, copyright is retained by the authors. Authors give permission to the publisher to announce the work with conditions. When the manuscript is accepted for publication, the authors agree to automatic transfer of the publishing right to the publisher.
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access)
