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All Journal MEDIASI Jurnal Kajian dan Terapan Media, Bahasa, Komunikasi Jurnal Ilmu Sosial dan Humaniora
Denik Iswardani
Universitas Budi Luhur
Humanities Education Languange, Linguistic, Communication & Media Library & Information Science Social Sciences

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Commodification of Women with Disabilities in Pond's Ads Your Face Edition Your Strength Ria Anggraini; Denik Iswardani
MEDIASI : Jurnal Kajian dan Terapan Media, Bahasa, Komunikasi Vol 4, No 3 (2023): September
Publisher : Politeknik Negeri Media Kreatif

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46961/mediasi.v4i3.795

Abstract

The purpose of this study is to interpret the commercialization practices of women with disabilities referred to in advertising, using John Fiske's semiotic approach, namely, the meaning of representation, the meaning of reality and the meaning of ideology in advertising. The commercialization of women in this advertisement can show that femvertising (feminist advertising) does not mean that women are not objectified. Instead of empowering women, the practice of femvertising further marginalizes women in media texts. The author argues that the femvertising strategy is a strategy that is not intended as a women's empowerment by building constructive messages, but only cloaks from capitalism by packaging advertisements using certain appeals to use the product. Thus, the perception of the product leads to purchasing decisions, which ultimately benefit the product.
Komunikasi Pemasaran Berbasis Kearifan Lokal “Buah Maram” Dalam Membangun Brand Awareness pada Miring Varian Merona Devy Sunny Putri Sofyanto; Denik Iswardani
SOSMANIORA: Jurnal Ilmu Sosial dan Humaniora Vol. 5 No. 1 (2026): Maret 2026
Publisher : Yayasan Literasi Sains Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55123/sosmaniora.v5i1.7857

Abstract

This study aims to analyze the local wisdom–based marketing communication strategy implemented by Brand Miring in building brand awareness through the Merona product variant. Brand Miring is a local herbal beverage that uses maram fruit as its main ingredient and promotes it as a symbol of peatland conservation and the preservation of local culture in West Kalimantan. This research uses a qualitative approach with a case study method. Data were collected through in-depth interviews with the brand team, resellers, and consumers, as well as documentation and observation of promotional activities. The results show that Brand Miring applies an Integrated Marketing Communication (IMC) strategy through various channels such as advertising, sales promotion, direct marketing, personal selling, public relations, and digital marketing, which are integrated with local cultural values. This strategy is effective in building brand awareness, particularly in terms of brand recognition and brand recall. The integration of local wisdom in marketing communication not only provides aesthetic value but also conveys educational and social messages, strengthening the brand’s position and differentiation in the beverage market.
Co-Authors Devy Sunny Putri Sofyanto Ria Anggraini