The representation of Reog Ponorogo’s character construction in Marjan’s beverage product advertisement

Rizki Ardiatama Wijaya, Asep Suryana, Fajar Syuderajat

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.

Keywords


Advertisement; media construction; popular culture; Reog Ponorogo; representation

Full Text:

PDF

References


Abdullah, A., & Permana, R. S. M. (2021). Iklan mi instan di televisi pada saat pandemi COVID-19. ProTVF, 5(1), 57–79. https://doi.org/10.24198/ptvf.v5i1.31326

Ardhianto, P., & Manuel Son, W. (2019). Visual semiotics analysis on television ads UHT Ultra Milk “love life, love milk.” International Journal of Visual and Performing Arts, 1(1), 27–41. https://doi.org/10.31763/viperarts.v1i1.13

Arps, A. (2023). Memori melompat (‘jumping memory’): The mnemonic motion of Indonesian popular culture and the need for a local reframing. Memory Studies, 16(6), 1423–1435. https://doi.org/10.1177/17506980231204176

Barnham, C. (2019). Qualitative semiotics: Can we research consumer meaning-making? International Journal of Market Research, 61(5), 478–491. https://doi.org/10.1177/1470785319851317

Braca, A., & Dondio, P. (2023). Developing persuasive systems for marketing: The interplay of persuasion techniques, customer traits and persuasive message design. Italian Journal of Marketing, 3, 369–412. https://doi.org/10.1007/s43039-023-00077-0

Bulfin, A. (2017). Popular culture and the “new human condition”: Catastrophe narratives and climate change. Global and Planetary Change, 156, 140–146. https://doi.org/10.1016/j.gloplacha.2017.03.002

Danesi, M. (2018). Understanding media semiotics. Bloomsbury Academic. https://doi.org/10.5040/9781350064201

Felani, H., Adi, I. R., & Lukito, R. (2020). Nationalism in popular culture: Critical discourse studies on American and Indonesian films. Asian Journal of Media and Communication, 4(1), 1–13. https://doi.org/10.20885/asjmc.vol4.iss1.art1

Gavilanes, J. M., Flatten, T. C., & Brettel, M. (2018). Content strategies for digital consumer engagement in social networks: Why advertising is an antecedent of engagement. Journal of Advertising, 47(1), 4–23. https://doi.org/10.1080/00913367.2017.1405751

Gibson, C. B. (2017). Elaboration, generalization, triangulation, and interpretation: On enhancing the value of mixed method research. Organizational Research Methods, 20(2), 193–223. https://doi.org/10.1177/1094428116639133

Gretzel, U., & Collier de Mendonça, M. (2019). Smart destination brands: Semiotic analysis of visual and verbal signs. International Journal of Tourism Cities, 5(4), 560–580. https://doi.org/10.1108/IJTC-09-2019-0159

Helfgott, J. B. (2015). Criminal behavior and the copycat effect: Literature review and theoretical framework for empirical investigation. Aggression and Violent Behavior, 22, 46–64. https://doi.org/10.1016/j.avb.2015.02.002

Indriani, S. S., Puspitasari, L., & Rosfiantika, E. (2019). Analisis interaksi simbolik pada konten ofensif iklan Grab #pilihaman. ProTVF, 3(1), 81–100. https://doi.org/10.24198/ptvf.v3i1.21245

Jentoft, N., & Olsen, T. S. (2019). Against the flow in data collection: How data triangulation combined with a ‘slow’ interview technique enriches data. Qualitative Social Work, 18(2), 179–193. https://doi.org/10.1177/1473325017712581

Kalantzis, M., & Cope, B. (2020). Adding sense. Cambridge University Press. https://doi.org/10.1017/9781108862059

Keane, W. (2018). On semiotic ideology. Signs and Society, 6(1), 64–87. https://doi.org/10.1086/695387

Kerr, G., & Richards, J. (2021). Redefining advertising in research and practice. International Journal of Advertising, 40(2), 175–198. https://doi.org/10.1080/02650487.2020.1769407

Korte, B., Wendt, S., & Falkenhayner, N. (2019). Heroism as a global phenomenon in contemporary culture. Routledge. https://doi.org/10.4324/9780429262784

Kucuk, S. U. (2015). A semiotic analysis of consumer-generated antibranding. Marketing Theory, 15(2), 243–264. https://doi.org/10.1177/1470593114540677

Kumar, V., & Gupta, S. (2016). Conceptualizing the evolution and future of advertising. Journal of Advertising, 45(3), 302–317. https://doi.org/10.1080/00913367.2016.1199335

Lambrecht, A., Tucker, C., & Zhang, X. (2024). TV advertising and online sales: A case study of intertemporal substitution effects for an online travel platform. Journal of Marketing Research, 61(2), 248–270. https://doi.org/10.1177/00222437231180171

Lisbijanto, H. (2019). Reog Ponorogo. Histokultura.

Liu, Z. (2021). Analysis on the conflict plot of the film Avengers: Endgame. Proceedings of the 2021 3rd International Conference on Literature, Art and Human Development. https://www.atlantis-press.com/proceedings/iclahd-21/125964765

Matus, P. (2018). Discursive representation: Semiotics, theory, and method. Semiotica, 225, 103–127. https://doi.org/10.1515/sem-2017-0019

Monika, & Antonio, F. (2022). How superhero characters shape brand alliances and leverage the local brand: The evidence from Indonesia. Businesses, 2(1), 33–53. https://doi.org/10.3390/businesses2010003

Nieminen, S., & Rapeli, L. (2019). Fighting misperceptions and doubting journalists’ objectivity: A review of fact-checking literature. Political Studies Review, 17(3), 296–309. https://doi.org/10.1177/1478929918786852

Niu, M. (2020). Semiotics and semiosics: The terminological connotations and conceptual relations. International Journal of New Developments in Education, 2(3), 4–13. https://doi.org/https://doi.org/10.25236/IJNDE.2020.020302

Nugraheni, T., Narawati, T., & Budiman, A. (2021). Jaipong dance: Representation of local culture, popular culture and global culture. International Journal of Social Sciences and Humanities Invention, 8(12), 6716–6725. https://doi.org/10.18535/ijsshi/v8i12.02

Omidi, A., Dal Zotto, C., & Picard, R. G. (2022). The nature of work in the media industries: A literature review and future directions. Journalism and Media, 3(1), 157–181. https://doi.org/10.3390/journalmedia3010013

Peirce, C. S. (1931). Collected papers of Charles Sanders Peirce. Harvard University Press.

Putra, A., & Arba, J. (1989). Prabu Klana Swandana. Pionir Jaya.

Richards, J. I., & Curran, C. M. (2002). Oracles on “advertising”: Searching for a definition. Journal of Advertising, 31(2), 63–77. https://doi.org/10.1080/00913367.2002.10673667

Rosfiantika, E., Mahameruaji, J. N., & Permana, R. S. M. (2018). Representasi Yogyakarta dalam film Ada Apa Dengan Cinta 2. ProTVF, 1(1), 47–60. https://doi.org/10.24198/ptvf.v1i1.13333

Sama, R. (2019). Impact of media advertisements on consumer behaviour. Journal of Creative Communications, 14(1), 54–68. https://doi.org/10.1177/0973258618822624

Schwab, R., Krebs, I., & Bachmann, P. (2023). Information competition in disruptive media markets: Investigating competition and user selection on Google. Digital Journalism, 11(9), 1701–1722. https://doi.org/10.1080/21670811.2022.2076138

Stamenkov, G. (2023). Recommendations for improving research quality: Relationships among constructs, verbs in hypotheses, theoretical perspectives, and triangulation. Quality & Quantity, 57(3), 2923–2946. https://doi.org/10.1007/s11135-022-01461-2

Sugihartati, R. (2020). Youth fans of global popular culture: Between prosumer and free digital labourer. Journal of Consumer Culture, 20(3), 305–323. https://doi.org/10.1177/1469540517736522

Sulton, Wulansari, B. Y., & Utami, P. S. (2020). Wayang Golek Reog Ponorogo: The acculturation of Indonesian culture as patriotism character education learning medium to early age children. KnE Social Sciences. https://doi.org/10.18502/kss.v4i4.6494

Wojdynski, B. W., & Golan, G. J. (2016). Native advertising and the future of mass communication. American Behavioral Scientist, 60(12), 1403–1407. https://doi.org/10.1177/0002764216660134

Yakin, H. S. M., & Totu, A. (2014). The semiotic perspectives of Peirce and Saussure: A brief comparative study. Procedia - Social and Behavioral Sciences, 155, 4–8. https://doi.org/10.1016/j.sbspro.2014.10.247

Zhang, X., & Sheng, J. (2017). A Peircean semiotic interpretation of a social sign. Annals of Tourism Research, 64, 163–173. https://doi.org/10.1016/j.annals.2017.04.002




DOI: https://doi.org/10.24198/ptvf.v9i1.48204

Refbacks

  • There are currently no refbacks.


Bookmark and Share


Copyright (c) 2025 Rizki Ardiatama Wijaya, Asep Suryana, Fajar Syuderajat

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

ProTVF Indexed by:

    

Editorial Office of ProTVF:

Faculty of Communication Science, Universitas Padjadjaran
Jl. Raya Bandung-Sumedang Km. 21 Jatinangor, Sumedang, Indonesia 45363
WhatsApp: +6283111519064 (Anggi Lestari)

Telephone: +62227796954
Faximile: +62227794122
E-mail: jurnalprotvfunpad@gmail.com

 

ProTVF Supervised by:

View My Stats