NARRATIVE OF CULTURAL AND TRADITION CONTENT IN THE RAMADAN EDITION OF MARJAN SYRUP COMMERCIAL ADS

• Main Author: Dewana Janmottama, Wikan
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/77084
• Institution: Institut Teknologi Bandung

Commercial advertising, even though its main goal is to promote goods and services to the public to generate profit for the advertiser's brand, but also has the potential to convey a message related to culture and tradition to the public. The advertisement for Marjan syrup is considered successful in adapting cultural and traditional content into its advertisement so that it can become a brand that is always positively discussed during the holy month of Ramadan. Various studies have discussed the moral messages contained in each of his advertisements, but not much research has discussed Marjan's advertisements in terms of storytelling and the adjustments made in adapting the cultural content and traditions of the archipelago. In addition, it is also necessary to understand how Marjan treats people's demands to always produce advertisements that have an impact and are worth discussing. From there, questions arise about the dynamics that occur in each edition of the ad. With this aim, this study analyzed the research objects of the 2018, 2022, and 2023 editions of Marjan syrup advertisements with reference to Seymour Chatman's narrative structure. The narrative structure formulates that a narrative is formed from two major aspects, namely the aspect of story formation and the aspect of discourse. The aspect of story formation can be understood as the details of events and constituent elements, namely the characters and the setting contained therein, while the discourse aspect relates to how the narrative is constructed and conveyed. To answer the question regarding the dynamics of each edition of Marjan's advertisement, it is necessary to compare each research object so that it can be formulated in what parts each edition of the advertisement has similarities, and how they are different. Based on the analysis that has been done, it was found that in the process of adapting the cultural content and traditions of the Archipelago, Marjan narrates the cultural and traditional content by raising themes related to art, social life, and stories of figures in folklore who are close to the community with the aim of iv increasing a sense of familiarity to the adapted content. This closeness will affect the audience's interest in following the storyline. In the narration process, it was also found that Marjan incorporated issues and trends that were happening during the broadcast period, including the development of robotika technology, the issue of women's empowerment, and the issue of environmental pollution. These issues and trends are not only integrated in the narrative, but also shown through creative execution which was carried out for example by using realistic computer-generated imagery or CGI. In 2022 and 2023, they brought action and sci-fi genres to the narrative by taking inspiration from emerging film trends of the time. The depiction of the nuances of Ramadan is carried out mainly by using dishes that are served to celebrate something, whether it's a robot golek show, a harvest, or a victory over the Dragon enemy in the 2023 edition of the advertisement. Most of the celebrations are carried out in the setting of the evening time to show the moment of breaking the fast. However, there is a shift in Ramadan's position in advertising, from previously serving as a binder of the narrative to then turning into a mere complement. This shows the direction of Marjan's future advertisements which will focus more on traditional narratives rather than on conveying the nuances of the holy month of Ramadan in people's lives. Based on the narrative analysis that has been done, the formulation of the dynamics of the narration was also obtained by the producer of Marjan's advertisement. It was found that all of Marjan's advertisements as objects had one main axis which consisted of four aspects, namely the Nusantara aspect, actual issues and trends, Ramadan nuances, and the values carried by the Marjan brand. Even so, there were other specific aspects that can be processed creatively so that they can produce advertising products that are unique and always attractive to the public every year.