Dekonstruksi Cerita Rakyat Indonesia dalam Iklan Televisi

The challenge to maintain the sustainability of Indonesian folklore is big that it may cause the loss of pride in Indonesian folklore among the youth. One of the efforts made by PT Lasallefood Indonesia is by presenting a Marjan syrup advertisement themed Indonesian folklore in Ramadhan. This study describes how Indonesian folklore, a traditional cultural product, is deconstructed into a syrup product television advertising with its creative side in generating brand awareness to the audience. This is a qualitative research relying on Derrida's Deconstruction theory. The data in this study are the folklore of Timun Mas and Lutung Kasarung. The result is the deconstruction of the folklore in Marjan's advertisement is not entirely the same as the original story. The folklore presented has almost all been developed. Some have been reconstructed into advertisements with a new and modern storyline, even though the characters presented are still the same. Some characterizations have changed, but don't affect the essence of the story. The folklore story plot has all been almost developed. The brand is featured three times at every important and reasonable moment. This advertisement has made a breakthrough to introduce Indonesian folklore that is full of moral messages with a contemporary look. Tantangan untuk mempertahankan kelestarian cerita rakyat Indonesia semakin besar dengan banyaknya budaya global yang masuk ke Indonesia sehingga tidak menutup kemungkinan hilangnya rasa kebanggan terhadap cerita rakyat Indonesia di kalangan generasi muda. Salah satu upaya telah dilakukan oleh PT Lasallefood Indonesia dengan menghadirkan iklan sirop Marjan yang bertemakan cerita rakyat Indonesia menjelang dan hingga akhir Ramadhan. Penelitian ini bertujuan untuk mendeskripsikan bagaimana cerita rakyat Indonesia sebagai produk budaya tradisional didekonstruksi menjadi iklan televisi produk sirop serta melihat sisi kreativitasnya dalam memunculkan brand awareness kepada penonton. Metode yang digunakan dalam penelitian ini ialah metode kualitatif yang ditopang oleh teori dekonstruksi Derrida. Data dalam penelitian ini adalah cerita rakyat Timun Mas dan Lutung Kasarung. Hasil penelitian menjelaskan bahwa cerita rakyat yang ada dalam iklan Marjan mengalami dekonstruksi dan tidak sepenuhnya sama dengan cerita aslinya. Penokohan dan perwatakan ada yang mengalami perubahan, tetapi tidak memengaruhi esensi cerita. Alur cerita rakyat yang ditampilkan dalam iklan Marjan hampir semuanya telah dikembangkan. Brand sirop Marjan juga ditampilkan sebanyak tiga kali pada setiap momen penting dan masuk akal. Iklan ini telah melakukan terobosan untuk memperkenalkan cerita rakyat Indonesia yang sarat dengan pesan moral dengan tampilan kekinian

STRATEGI KREATIF KONTEN KREATOR DALAM MEMPRODUKSI VIDEO DI AKUN YOUTUBE ANGR

Perkembangan teknologi informasi dan komunikasi di zaman revolusi industry 4.0 telah menciptakan banyak wadah media digital yang digunakan untuk penyebaran informasi. Kemajuan teknologi inipun menghasilkan media sosial seperti Facebook, Instagram, Tiktok, Youtube dan media sosial lainnya yang menyuguhkan bermacam informasi di dunia maya. Dengan perkembangan teknologi yang lebih canggih, media sosial menjadi lebih beragam dan lebih luas lingkupnya. Ini yang menjadi hambatan bagi para konten kreator dalam menyampaikan informasi berupa konten video di era yang serba bebas dalam menyampaikan informasi. Tujuan penelitian ini untuk mengetahui bagaimana strategi kreatif konten kreator dalam memproduksi video di akun YouTube ANGR. Penelitian ini menggunakan metode deskriptif kualitatif dan menggunakan teknik pengumpulan data wawancara, observasi, dan dokumentasi. Hasil penelitian menunjukkan menunjukkan bahwa strategi kreatif yang digunakan oleh konten kreator dalam penelitian ini adalah menonton video channel luar negeri dan membuat ulang videonya dengan menerjemahkan ke dalam bahasa Indonesia sebagai sumber inspirasi dalam menentukan ide, menciptakan video cosplay karakter anime sebagai gimmick, membangun interaksi serta menerima saran dari subscriber akan menjadikan channel ANGR terus berkembang, memilih platform YouTube sebagai tempat distribusi konten serta dibantu aplikasi lain seperti Instagram dan TikTok sebagai media promosi konten, dan mengunggah video pada algoritma jam penanyangan yang tepa

Strategi Kreatif Humas Dinas Energi Dan Sumber Daya Mineral (Esdm) Provinsi Bengkulu Dalam Pengelolaan Media Sosial

This research aims to describe the creative public relations strategy of the Bengkulu Province Department of Energy and Mineral Resources (ESDM) in managing social media. Data collection techniques were carried out using interviews with research informants. The informants in this study were 2 people. The data analysis technique uses qualitative descriptive analysis which consists of data reduction, presentation and conclusions. The research results show that the creative strategy that can be carried out by the public relations of the Bengkulu Province ESDM Service in managing social media instagram@esdmprovbengkulu is based on the theory presented by Oktafiandi (2018:6) which consists of creative brief, massage objective. targeting and branching. For creative briefs, this can be done by paying attention to several steps before creating content, such as the fact-finding, planning, communication and evaluation stages. The message objective aspect is to pay attention to what message you want to convey so that the content created attracts the audience's attention. This can be done by editing photos and video content as attractive as possible. For the targeting aspect, the target in creating Instagram content is the community, while branting can be seen from increasing followers which can be done by carrying out activities that are beneficial to the community so that it can increase followers

The creativity of the J3K version of the Gojek advertisement in the covid 19 pandemic era

In the middle of the covid pandemic people are required to stay at home and also sosial distancing, according to government policy about transportation control made gojek provide a new service namely J3K. The purpose of this research to analyze the creativity of gojek advertisement both in terms of appearance and content. To make customer feeling more safe and comfortable, in creative way to promote their service they use an animation for advertisements. In this case researcher uses a case study approach with qualitative and descriptive for describe, analyze, and interpret the J3K Gojek advertisement. The result of this search based on observation, literature study (books, journals, and websites), and documentation, Gojek succeeded get the attention of the public from their creativity advertisement can gather the trust of their users especially the Indonesia citize

Coffee Business Development Strategy (Case Study at PT XYZ)

The coffee business especially in the coffee shop sector to be superior to the competition is something that must be carried out in a sustainable manner by PT XYZ. Realizing this goal, PT XYZ must formulate its business development strategy. This study aims to determine internal factors (strengths and weaknesses) and external factors (opportunities and threats) which are used as the basis for formulating coffee shop business development strategies. The basic research method is descriptive with data collection techniques through in-depth interviews, focus group discussions (FGD), observation, documentation. Information was obtained through key informants who were determined purposively with the consideration of knowing the coffee shop business, namely directors, managers, supervisors, baristas, consumers, competitors, suppliers and coffee experts. Data analysis uses internal factor evaluation matrix, external factor evaluation, Grand Strategy matrix, SWOT matrix, and participatory prospective analysis. The results of the study show that the position of the grand strategy of PT XYZ is in quadrant I, which means that the strategy concentrates on market and product sustainability, product diversification, and aggressiveness. The main strategy prioritized based on the driving strategy is to increase the effectiveness and efficiency of departmental performance and improve the quality of human resources

PEMANFAATAN MEDIA TIKTOK DALAM MENUNJUKAN EKSISTENSI DIRI MAHASISWA ILMU KOMUNIKASI UIN SUSKA RIAU

Media sosial TikTok telah menjadi platfrom yang banyak digunakan oleh mahasiswa Ilmu Komunikasi untuk menunjukan eksistensi diri, mengekspresikan diri serta membangun personal branding mereka di sosial media. TikTok menawarkan berbagai fitur kreatif seperti filter, efek suara, dan trend-trend video yang memungkinkan pengguna menarik perhatian audiens yang lebih luas penelitian ini bertujuan untuk menganalisis bagaimana mahasiswa Ilmu Komunikasi memanfaatkan TikTok dalam menunjukan eksistensi dirinya. Penelitian ini menggunakan metode kualitatif deskriptif, dengan teknik pengumpulan data melalui wawancara, observasi, dan dokumentasi. Hasil penelitian ini menunjukan bahwa eksistensi diri mahasiswa terlihat dari mahasiswa menggunakan platform ini untuk mengekspresikan kreativitas, mengikuti trend, serta membangun identitas digital yang relevan dengan minat dan bakat mereka, baik di bidang akademik maupun non-akademik. Temuan ini menegaskan bahwa TikTok tidak hanya berfungsi sebagai media hiburan, tetapi juga sebagai alat strategis dalam menunjukan eksistensi diri. Penggunaan yang efektif dan kreatif dapat membantu mahasiswa membangun citra diri yang positif, meningkatkan keterampilan komunikasi, serta membuka peluang lebih luas dalam dunia profesional dan industri kreatif

STRATEGI KREATIF IKLAN “KISAH LEGENDA NUSANTARA” DALAM MENUMBUHKAN BRAND AWARENESS INDOESKRIM NUSANTARA

Creative strategy is a planning carried out to achieve a specific goal to be achieved in an advertising. The problems want to be appointed is the thing that concerned with creative strategy Indoeskrim Nusantara "Kisah Legenda Nusantara" ads in cooperation with MullenLowe Indonesia as advertising agency that created the ads. While the aim of research is to find out how creative advertising strategy "Kisah Legenda Nusantara" ads to build brand awareness for Indoeskrim Nusantara. Researchers also use the Belch theory for the exploration of big ideas and the attractiveness of advertising. And using theory advertising in Morrisan’s book that describes ad execution.The research method used is a case study with a type of descriptive research and qualitative approaches. Techniques of data collection was in-depth interviews with some of the data sources and some documentation writers. The results of the study conclude that the creative strategy of the advertisement "Kisah Legenda Nusantara" uses the appeal of 'superior sense' (rational) of authentic Indonesian taste and the emotional appeal of integration that uses a contradictory combination of colossal (nostalgic) and contemporary elements (relevance). In execution in absurd humor, slice of life and dramatization