MENARASIKAN PENCAK SILAT PADA IKLAN MARJAN 2011 DAN 2018 DARI PERSPEKTIF CHATMAN

Boy Sandy Surya Wijaya; Laurencia Steffanie Mega Wijaya Kurniawati; Rustono Farady Marta; Dindin Dimyati; Endik Hidayat

doi:10.14710/interaksi.9.2.130-140

DOI: https://doi.org/10.14710/interaksi.9.2.130-140

MENARASIKAN PENCAK SILAT PADA IKLAN MARJAN 2011 DAN 2018 DARI PERSPEKTIF CHATMAN

*Boy Sandy Surya Wijaya - Universitas Bunda Mulia, Indonesia

Laurencia Steffanie Mega Wijaya Kurniawati - Universitas Bunda Mulia, Indonesia

Rustono Farady Marta - Universitas Bunda Mulia, Indonesia

Dindin Dimyati - President University, Indonesia

Endik Hidayat - Universitas Pembangunan Nasional “Veteran” Jawa Timur, Indonesia

Received: 11 Dec 2019; Published: 30 Dec 2020.

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Abstract

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.

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Keywords: Marjan Ads, Pencak Silat, Chatman’s Narrative, Story, Discourse.

Funding: Universitas Bunda Mulia

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Section: Articles

Language : EN

In Vol 9, No 2 (2020): December 2020

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