Studi Kasus Multikultural Visual Maskulinitas Model Iklan Baliho Mie Sedaap Cup Korean Hot Spicy
Abstract
Tren K-Pop yang masuk ke Indonesia sejak 2019 membuat periklanan, khususnya sebuah brand menjadi terpengaruh. Penggunaan artis dari Korea untuk menjadi bintang iklan telah muncul di merk makanan Indonesia dan brand itu adalah Mie Sedaap. Tujuan dari penelitian ini untuk mengetahui fenomena multikultur iklan dalam bentuk baliho dengan merk Mie Sedaap edisi Korean Hot Spicy. Metode pada penelitian ini adalah metode kualitatif yang berdasarkan observasi lapangan, membuat catatan, dan mendeskripsikan. Hasil penelitian menemukan bahwa ditemukannya fenomena berupa budaya K-Pop yang memengaruhi brand lokal Indonesia, kemudian gaya berpakaian dari budaya lokal berubah menjadi modern dengan digunakannya pakaian berupa kemeja pada model K-Pop.
Multicultural Case Study of Advertising Masculinity Models on Billboards Sedaap Noodles Cup Korean Hot Spicy
ABSTRACT
K-Pop trend that has entered Indonesia since 2019 has affected advertisements, especially a brand, become affected. The use of artist from Korea to become commercials, has appeared on Indonesian food brand, and that brand is Sedaap Noodle. The purpose of this observation is to know the phenomenon multi culture in the advertisement in the form of billboards with the Korean edition of the Korean Chicken Hot Spicy Sedaap Noodle brand. The method used in this research method is qualitative method. This method is based on field observations, taking notes, and describing. The result of the study found that influenced local Indonesian brands, the the style of clothing from local culture changed to modern with the use of clothes in the form of shirts on K-Pop models.
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DOI: https://doi.org/10.24821/invensi.v8i2.11265
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