How Advertising Enforces Local Cultural Identity Through Fashion in Timun Mas TV Ads

DOI

10.2991/assehr.k.201215.097How to use a DOI?

Keywords

Advertising, fashion, folklore, local cultural identity, Timun mas

Abstract

Timun Mas ads are a series of advertising to promote Marjan Syrup product which aired in Indonesia in 2019 during the month of Ramadhan. Broadcasted in national televisions and youtube, the ads were inspired by the folklore of Timun Mas as an artifact of Indonesian culture. Timun Mas ads featured Timun Mas, a young woman with an attractive appearance, as the main character. Though the folklore originated from the Central Java area of Indonesia, the clothing worn by Timun Mas in ads is different from those worn by the typical Javanese women. Thus, it is interesting to analyze the fashion worn by Timun Mas in the Timun Mas ad series of Marjan Syrup through the cultural identity perspective. Using qualitative methodology with a semiotics approach, this research aimed to better understand the local cultural identity the creator of these adverts tried to enforce through the fashion worn by Timun Mas in this ad series. The result shows that the fashion worn by Timun Mas is an ensemble created by mixing different local cultures found in Indonesia. By mixing clothing items from different local cultures and urban apparel, Timun Mas ads tried to enforce not the identity of Central Javanese women but that of nowadays Indonesian women which are depicted as stylish and attractive with a tough persona but gentle.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Rina Wahyu Winarni
PY  - 2020
DA  - 2020/12/17
TI  - How Advertising Enforces Local Cultural Identity Through Fashion in Timun Mas TV Ads
BT  - Proceedings of the 4th International Conference on Language, Literature, Culture, and Education (ICOLLITE 2020)
PB  - Atlantis Press
SP  - 622
EP  - 627
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.201215.097
DO  - 10.2991/assehr.k.201215.097
ID  - Winarni2020
ER  -