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All Journal Ekspresi Seni : Jurnal Ilmu Pengetahuan dan Karya Seni Dewa Ruci : Jurnal Pengkajian dan Penciptaan Seni
Yayan Suherlan
Universitas Sebelas Maret
Arts Humanities Education Languange, Linguistic, Communication & Media Other

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REPRESENTASI IDIOM BUDAYA LOKAL DALAM IKLAN ROKOK DI TELEVISI Yayan Suherlan
Dewa Ruci: Jurnal Pengkajian dan Penciptaan Seni Vol 6, No 2 (2010)
Publisher : Pascasarjana Institut Seni Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (1478.601 KB) | DOI: 10.33153/dewaruci.v6i2.933

Abstract

Local culture, as the cultural heritage of a nation, was originally adhered to and believed to be a set of rules and norms to be upheld in traditional community life. In a traditional community, individuals tend not to have many choices through which they can formulate their identity, and are inclined to experience difficulty in breaking free from the shackle of normative values which exist in their socio-cultural and socio-religious environment and are adhered to like a doctrine. With the onset of modernity and globalization, the values which were formally a point of reference in a traditional community become worn away until old symbols gradually become weakened and eventually replaced by new symbols provided by the global cultural market. Today, local culture is nothing more than a series of symbols which are packaged as a commodity and have a high market value. Commercial advertisements appear using local cultural idioms as a strategy for their communication. Local culture is presented through verbal and visual language with the aim of creating a positive image of the product on offer. This huge problem is the basic idea of this research. Through a case study approach, the research aims to uncover various aspects which go into the making of an advertisement, or in other words, why is an advertisement created in such an attractive way? Why is the image of an advertisement so important in building the strength of a brand name? The advertisement used as the case study for this research is a cigarette advertisement which can be seen on Indonesian television stations. The main focus of this thesis is visual communication strategy through local cultural representation. This will then show the relationship between culture, image, and the mass media as the agent which conveys the message. The research uses an interpretative method of analysis as a tool for viewing the depth of meaning of the advertisement. Keywords: local culture, advertisement, representation, television
Exploring Gugon Tuhon Meaning in 'Playing in the Brantas River' as Life Wisdom in Tulungagung Ari Kurniawan; Yayan Suherlan; Achmad Nur Kholis
Ekspresi Seni : Jurnal Ilmu Pengetahuan dan Karya Seni Vol 27, No 1 (2025): Ekspresi Seni: Jurnal Ilmu Pengetahuan dan Karya Seni
Publisher : LPPM Institut Seni Indonesia Padangpanjang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26887/ekspresi.v27i1.4961

Abstract

Traditional culture is often considered outdated in the face of modernization, yet the presence of gugon tuhon in the oral traditions of the Javanese people indicates that local values still hold strong relevance in social life. As a form of local wisdom, gugon tuhon contains various prohibitions and moral messages that have been passed down through generations in the Tulungagung community, serving to protect safety and honor nature and supernatural entities. The prohibition of playing in the river at certain times is one example of gugon tuhon functioning as informal education about safety and harmony with the environment. This study examines the role of visual art as a means of cultural preservation, particularly through the work titled "Playing in the Brantas River." Using a qualitative method with a descriptive-analytical approach, the study collects data through interviews, observations, and documentation. The analysis results show that the visualization of gugon tuhon through painting not only functions as a medium of expression but also as an educational tool for younger generations. This painting presents cultural symbols that remind us of the importance of preserving local wisdom amidst rapid social change.
Co-Authors Achmad Nur Kholis Ari Kurniawan