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Asep Suryana
Universitas Pendidikan Indonesia
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Journal : ProTVF

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The representation of Reog Ponorogo’s character construction in Marjan’s beverage product advertisement Wijaya, Rizki Ardiatama; Suryana, Asep; Syuderajat, Fajar
ProTVF Vol 9, No 1 (2025): March 2025
Publisher : Universitas Padjadjaran

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24198/ptvf.v9i1.48204

Abstract

Background: This research was motivated by the different approaches taken in Marjan’s advertisement for Ramadan 2021 compared to previous years. Marjan is known for always showcasing local Indonesian culture explicitly in its advertisements so that the culture presented is identical to the original. In 2021, Marjan presented Reog Ponorogo with a superhero fantasy story, so Reog Ponorogo was implicitly displayed in the advertisement. Purpose: This research aims to determine the representation of the Reog Ponorogo character construction in Marjan’s Ramadan 2021 advertisement. Methods: This research uses a qualitative method with Peirce’s triadic semiotic analytic approach. Results: The representation of Reog Ponorogo construction characters in the Marjan advertisement for Ramadan 2021 was evident in the signs that represent Reog Ponorogo. Marjan’s advertisement constructs the concept of fusing traditional culture with modern popular culture. Conclusions: The resulting fusion creates an advertisement that tells a superhero fantasy story but still carries the identity of Reog Ponorogo. The media construction is built to keep Marjan’s advertisement relevant to the product’s target market, with a message of unity and heroism that differs from its traditional counterpart. Implication: The presentation of traditional culture in media should be done with the utmost care so as not to conflict with the culture’s traditional origin. Consumers are expected to start by getting to know the local culture inherent in themselves so that when this culture is presented in media, consumers can evaluate the media’s presentation of culture in the created content.
Co-Authors - Sapriya Aan Komariah Aan Komariah Abubakar Abubakar Ade Suhendar Adi, Catur Pramono Agus Haris Widayat Agus Setiaman Almadina Rakmaniar Ambarwati, Anggi Amri Anisa Diniati Arbaini, Dyah ARIADNE, EVIE Arini Nur Fariha Arip Amin Asgawanti, Eka Desy Atwar Bajari Centurion Chandratama Priyatna, Centurion Chandratama Cepi Triatna, Cepi Cucu Yuniarsih Dadang Sadeli Dadang Sugiana Dahniar, Tedi Dandi Supriadi David I. Philippov Dedi Rumawan Erlandia Dedy Achmad Kurniady Deni Kadarsah Denny Reza Kamarullah, Denny Reza Dewi Ainun Nafis Diding Nurdin Diding Nurdin, Diding Dikdik, Asep Djaman Satori, Djaman Djam’an Satori Dreitsohn Franklyn Purba Dwi Ajeng Maulidya Makalao Dwi Budi Santoso Eka Prihatin Eka Purnama Sari, Eka Purnama Eka Surachman Engkus Kuswarno Enung Nurhayati, Enung Estu Niana Syamiya Fajar Syuderajat Fannia Juwita Permono fatimah Fatimah Firmansyah, Deri Firyal Fatin Oktaviani Funny Mustikasari Elita Gaffar, Mohammad Fakry Gina Sugina Gunawan, M. Irvan Hartati, Seri Hartika, Nely Hasan, Ansari Helina Apriyani Hendri Hermawan Adinugraha Herlina Agustin Herlina Permata Sari Hery Widijanto Heryana, Karyat Iik Nurulpaik Indarti, Lili Ira Mirawati Ismail, Nurzali Ismail, R.Moh. iwan koswara, iwan Jenny Ratna Suminar Jimi Narotama Mahameruaji Johar Permana Joko susila Josaphat Pramudijanto Junaidin Basri Karyat Heryana Komang Anggayana Kurnia Wirakusumah, Teddy Kurnia Wirakusumah Lina Herlina Lina Herlina Lishapsari Prihatini M. Mirfani, Aceng Maulana, Muhammad Hikam Ma’mun, Muflih Meidita, Chairunnisa Tri Meria Octavianti, Meria Mien Hidayat Mikhail E. Kosov Minnah El Widdah Mohammad Fakry Gaffar Mohammad Fakry Gaffar Moza, Lygaya Natalia V. Lazareva Natalya I. Nikitina Nina Winangsih Syam Novebri Novebri Nugraha Suharto Nugraha, I Gusti Wayan Albar Nugraha, Iqbal Nur Aedi, Nur Nur Hikmah Nurlaely Nurlaely Nurprapti Wahyu Widyastuti, Nurprapti Octaviani, Meria Oktaviani, Firyal Fatin Olesya V. Dudnik Prakoso, Sugih Prihatin, Eka Prihatin, Eka Priyo Subekti Putri Trulline Putri, Aprilian R, Henny Sri Mulyani Ramadhani, Fadli Muhammad Ramdini, Henri Ramli, Taufik Hadi Randa, Agrian Ratu Ratnasari, Eny Rengganis, Linangkung Diah Ayu Rifa'i, Asep Achmad Rifai, Asep Achmad Rifqi Syauqi Hubby Rini Sugiarti, Lucia Ruhimat, Mochammad Devi Cahya S. Kunto Adi Wibowo Sa'ud, Udin Syaefuddin Saffanah, Moura Sahirah, Nahdah Nasya Santi Susanti, Santi Seri Hartati Slamet Mulyana Sri Dewi Setiawati Sri Wiarti Suaebah, Ebah Sugina, Gina Suhariyad, Fendy Suhendar, Ade Sumarto Sumarto Sumarto Sumarto Sumarto Sumiati Sumiati Sunaryo Putri, Dyah Puspitasari Sururi Sururi . Sururi Sururi, Sururi Suryadi Suryadi Suryadi Suryadi Susetyo, Dwinanto Priyo sutarsih, cicih Sutia, Cece Sutrisno, Bagus Oktori Suwandi Sumartias Syafei, M. Yani Tjutju Yuniarsih, Tjutju Triana, Cepi Triana, Dewi Udin Sa'ud Udin Syaefudin Saud, Udin Syaefudin Ulfia Nanda Maulia Utomo, Ardian Setio Uud Wahyudin Veronica M. Grebennikova Widiawati Widiawati Wijaya, Rizki Ardiatama Wuryanto, Agus Yati, Sri Eka Yayah Rahyasih, Yayah Yenrizal Yenrizal Yuniarsih, Cucu Yuniarsih, Tjujtju Zaini Hafidh Zaky, Muhammad