Representasi Kisah Pewayangan pada Iklan Sirup Marjan Versi “Baruna” dalam Perspektif Estetika Postmodern

Toto Haryadi

Abstract


The competition in advertising is so tight that causes over communication. Every company does different way, one of them is through creative advertising by highlighting the local culture which is rarely exposed by other companies. This has been done by the producer of Marjan syrup which is famous for presenting creative advertisements and received positive appreciation, especially the version of "Baruna the Guardian of the Ocean" as Marjan's advertisement with the highest viewers on YouTube. Behind the creativity from a technical point of view, it uses high-quality Computer Generated Imagery (CGI), this advertisement has become a topic of research because of its aesthetic concept, which adapts the story of the puppet character Baruna in a modern packaging and undergoes changes from the original story. The research used qualitative methods, supported by observation and literature studies of similar research, and continued with content analysis methods to discover postmodern aesthetics. The result is that there are some postmodern aesthetic concepts embedded in this advertisement, through changes in wayang stories according to the current era. This research is expected to be a reference in similar studies from another point of view.

Keywords


Baruna, postmodern aesthetics, advertising, Marjan, shadow puppet

References


Anonim. (2023). Top Brand Award 2022. https://www.topbrand-award.com/top-brand-index/?tbi_year=2022

Baihaqi, A., & Yuwana, S. (2022). Representasi Budaya Populer dalam Film Cruella Karya Craig Gillespie: Kajian Postmodernisme J. F. Lyotard. SAPALA, 9(2), 13–28.

Jeng, Y. (2020). Analisis Budaya Postmdernisme dan Postmodernitas. https://www.kompasiana.com/yohanesjeng/5fccc38c8ede4879624035a2/analisis-budaya-postmodernisme-dan-postmodernitas

Kotler, P. (2006). Manajemen Pemasaran. Gramedia Pustaka Utama.

Nisa, N. (2023). Cara Melakukan Seasonal Marketing yang Tepat untuk Tingkatkan Penjualan. https://wizz.id/cara-melakukan-seasonal-marketing-yang-tepat-untuk-tingkatkan-penjualan.html

Nugroho, A., & Haryadi, T. (2017). Posmodernsme dalam Iklan Teh “Javana.” Andharupa, 3(2), 154–165.

Nuraryo, I. (2019). Kultur Pop dan Diskursus Ideologi Kecantikan pada Iklan di Televisi. ProTVF, 3(2), 171–184.

Oktafiandi, I. (2018). Strategi Kreatif Iklan “Kisah Legenda Nusantara” dalam Menumbuhkan Brand Awareness Indoeskrim Nusantara. Visi Komunikasi, 17(1), 1–11.

Suasana, I., & Handayani, L. (2023). Kreativitas yang Efektif dalam Membentuk Brand Attitude. Media Pustaka Indonesia.

Sugiharto, B. (1996). Postmodernisme: Tantangan Bagi Filsafat. Kanisius.

Sunyoto, D., & Putri, W. H. (2016). Etika Bisnis. Media Pressindo.

Suprapto, R. (2019). Analisis Strategi Kreatif Pendekatan Unique Selling Proposition dalam Iklan Nissan 4x4S. Adat, 12(2), 58–74.

Wahyudi, A. (2023). Sekilas Tentang Baruna, Dewa Laut yang Namanya digunakan oleh Pemeran Iklan Marjan 2023. https://www.nongkrong.co/tv/4317794825/sekilas-tentang-baruna-dewa-laut-yang-namanya-digunakan-oleh-pemeran-iklan-marjan-2023?page=2

Wijaya, B. (2020). Menarasikan Pencak Silat pada Iklan Marjan 2011 dan 2018 dari Perspektif Chatman. Interaksi, 9(2), 130–140.

Wirakusumah, T. K. (2021). Konstruksi Makna Kreatif pada Kreator di Biro Iklan. Manajemen Komunikasi, 5(2), 135–155.

Yusuf, M. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan Penelitian Gabungan. Kencana.




DOI: https://doi.org/10.24821/dkv.v16i2.10291

Article Metrics

Abstract view : 0 times
PDF (Bahasa Indonesia) - 0 times

Refbacks

  • There are currently no refbacks.



This work is licensed under a Creative Commons Attribution 4.0 International License.

 

View My Stats