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All Journal Journal of Language and Literature Al-'Adalah Jurnal Pendidikan dan Pembelajaran Kimia (JPPK) Episteme: Jurnal Pengembangan Ilmu Keislaman DERIVATIF Economic Education Analysis Journal Jurnal Ilmiah Al-Syir'ah JURNAL EKONOMI PENDIDIKAN DAN KEWIRAUSAHAAN Jurnal Kesehatan Holistic JURNAL PENDIDIKAN TAMBUSAI J-ADIMAS (Jurnal Pengabdian kepada Masyarakat) Journal of Midwifery Binawan Student Journal Journal of Artificial Intelligence and Digital Business Jurnal Keperawatan Bunda Delima Wawasan : Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan Maeswara: Jurnal Riset Ilmu Manajemen dan Kewirausahaan Eksekusi: Jurnal Ilmu Hukum dan Administrasi Negara Epistemé: Jurnal Pengembangan Ilmu Keislaman International Journal of Economics, Business and Innovation Research
Rohmawati Rohmawati
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Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Nursing Physics Public Health Social Sciences Veterinary Other

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Journal : Journal of Language and Literature

 1 
REPRESENTATION OF INDONESIAN CULTURE DIVERSITY IN DJARUM 76 TELEVISION ADVERTISEMENT Erdita, Dellia; Jamila, Nur Abdina; Rohmawati, Rohmawati
Journal of Language and Literature Vol 7, No 1 (2019)
Publisher : Universitas Gunadarma

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (787.606 KB) | DOI: 10.35760/jll.2019.v7i1.1996

Abstract

Cigarette industry is well known in Indonesia, therefore cigarette advertisements are common in television. Although there are regulations regarding cigarette advertisement recently, back in 1990s, cigarette advertisements were frank. The article aims to find out the construction of Indonesian cultural diversity representation in Djarum76 television advertisement. This article uses a qualitative design research method. Constructionist representation by Stuart Hall is used as the analysis approach in this research. The result of this research showed by analyzing 10 iconic scenes and the lyrics of trademark song from Djarum 76 advertisement, the advertisement visually constructs the Indonesian culture diversity, specifically East Java culture. Dominantly, the scenes visualize the iconic places in Indonesia. Therefore, it can be concluded that Djarum 76 wants to be seen as iconic as the cultural places and arts in the television advertisement while subconsciously, Djarum 76 leads the target market to believe in what the lyrics of the advertisement said. Hence, despite we are absorbed with the visual of the advertisement that is showing the beauty of certain places or arts, we also hear the enchanting lyrics which attached in our minds.
Co-Authors Adilla, Queen Ahmad Saeroji Al Anam, Muhammad Mufti Al Ayubi, Sholahudin Anggraeni, Milka Arkhan, Rifky Arne Huzaimah, Arne Avinda Diana Rahiliah Deddy Junaedi Dian Kartikasari Eli Masnawati Erdita, Dellia Faidati, Ashima Faizah, Noor Febri Yuliani Gufron, Moh. Holijah Holijah Hosen, Maria Ulfa intan permata sari Jamila, Nur Abdina Januharto Partono Jayatmi, Irma Khofifah Aryanti Kholifatul Fiardillah Kurniati, Willujeng Laila Azmila Hasan Maharani, Silvia Mahardika, Rani Moch Faizal Rachmadi Muhammad Abdillah Nesya Pradini Verdyan Nina Kadaritna Noni Hendrita Nuri Asa Kamaliatul Izzi Pradani, Rizki Febri Eka Prita Lestari Ramadhan, Fenni Valianda Amelia Reica Vina Farida Renta Sianturi Rika Oktaviani Anshori Rizma Hilmayasari Siti Aisyah Sugesti, Retno Susilaningtyas, Tri Suwandi Suwandi Syahril Siddik, Syahril Tamudin, M. Tasviri Efkar Tia Bella Sunari Utami, Ryadini Riyan Wafa Nabiilah Carolin Widya Nur Khasanah Yusa, Viola De Zulviana Nurahma Maulani