Open AccessMENARASIKAN PENCAK SILAT PADA IKLAN MARJAN 2011 DAN 2018 DARI PERSPEKTIF CHATMAN
Author(s) -
Boy Sandy Surya Wijaya,
Laurencia Steffanie Mega Wijaya Kurniawati,
Rustono Farady Marta,
Dindin Dimyati,
Endik Hidayat
Publication year - 2021
Publication title -
interaksi/interaksi: jurnal ilmu komunikasi
Language(s) - English
Resource type - Journals
eISSN - 2548-4907
pISSN - 2301-6051
DOI - 10.14710/interaksi.9.2.130-140
Subject(s) - narrative , indonesian , media studies , sociology , political science , advertising , humanities , literature , linguistics , art , philosophy , business
Indonesia is a country that is rich in culture, so it provides many ideas, ideas, and even insights for creative agencies, one of which is the Marjan Syrup Ad in 2011 and 2018 which successfully combines Indonesian local culture with Western culture. This study will examine the advertisement using Seymour Chatman's Narrative Structure Theory, which in-depth explains the plot, setting, characters, and main ideas in advertising using the Stories and Discourse components by showing the objectives of making 2011 and 2018 Marjan Ads. The results of the study show two things, in terms of story and discourse. First, the narratives in the two advertisements show the richness of Indonesian culture juxtaposed with Western cultures, such as pencak silat with hip-hop as well as puppet robotics. Second, in the flow of discourse, there is an atmosphere of togetherness, and the right moment of celebration to consume the product.