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All Journal Communicatus: Jurnal Ilmu Komunikasi Jurnal Representamen PRoMEDIA The Journal of Society and Media Proceedings of International Conference on Da'wa and Communication Jurnal Komunikasi Nusantara Jurnal Komunikasi Nusantara Jurnal Dinamika Administrasi Bisnis Journal of International Conference Proceedings Kediri Journal of Journalism and Digital Media Journal of Islamic Communication Studies Jurnal Ilmiah Administrasi Publik
Rohimah, Afifatur
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Religion Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences

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Resonansi Pesan Storyteling Iklan dalam Komunikasi Humor Muhammad Irfan Mubarok; Rohimah, Afifatur
Kediri Journal of Journalism and Digital Media (KJOURDIA) Vol. 4 No. 1 (2026): KJOURDIA: Kediri Journal of Journalism and Digital Media
Publisher : Fakultas Usluhuddin dan Dakwah IAIN Kediri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30762/kjourdia.v4i1.3715

Abstract

This study examines humorous communication in YouTube advertising storytelling through the Head & Shoulders version featuring Joe Taslim. The primary objective is to elucidate the construction of humorous elements and the formation of message resonance among audiences. A qualitative descriptive approach employing Roland Barthes' semiotic analysis is utilized to uncover the denotative, connotative, and mythic meanings embedded in the advertisement. The findings reveal that humor is constructed via situational hyperbole, character contrast, and narrative surprise, which effectively enhance audience engagement and strengthen brand recall. Message resonance emerges through cultural proximity, representations of masculinity, and relevance to everyday audience experiences. The contribution of this study lies in explaining how humor-based storytelling strategies in digital advertising build message resonance not only through symbolic meanings but also via emotional connections with audiences. These insights enrich the literature on digital advertising communication by highlighting the role of humor as an effective rhetorical strategy in fostering audience attachment and bolstering brand message effectiveness on digital platforms.
Branding Nationalism: Identity Conflicts and Cultural Representation in Local Product Advertising Rohimah, Afifatur; Fitrianti, Ries Dyah
Journal of International Conference Proceedings Vol 8, No 7 (2025): 2025 Bali ICPM Proceeding
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/jicp.v8i7.4651

Abstract

This study critically explores how nationalism is branded and commodified through local product advertising in Indonesia. Grounded in theories of cultural branding and identity politics, it investigates how advertising constructs, negotiates, and commercializes national identity within a globalized market context. Using qualitative content analysis of selected local brand campaigns, the research reveals that nationalism in advertising operates as both empowerment and control: it promotes collective pride while reinforcing social hierarchies and selective cultural inclusion. Local brands frequently employ traditional symbols, language, and imagery to evoke authenticity, yet these representations often serve commercial rather than cultural purposes. Consequently, local advertising becomes a contested site where culture is simultaneously celebrated and commodified. The study argues that such branding practices transform nationalism into a consumable aesthetic, blurring the line between civic identity and consumer desire. These findings underscore the need for critical media literacy and reflexive communication practices in interpreting the socio political implications of cultural representation in advertising.
Co-Authors Amini, Rizki Fadila Anam, Moh. Khoirul Ayodya, Beta Puspitaning Bustomi, Abu Amar D. Jupriono, D. Fitrianti, Ries Dyah Fonny Ambil, Jangki Dausat Jupriono Lukman Hakim Luluk Fikri Zuhriyah. Muhammad Irfan Mubarok Pujianto, Agung Septiana, Elyza Sri Andayani Tjahjono, Endro Yunita Ardilla Yusuf Hariyoko