Zain, Hanifa Rahmawati and Jastisia, Irenia and Rica El Chidtian, Aileena Solicitor Costa (2022) EKSISTENSI KISAH DEWI SRI DALAM KEHIDUPAN MODERN MASYARAKAT PEDESAAN PADA IKLAN MARJAN EDISI “MARJAN, RAYAKAN KEMENANGAN”. In: Seminar Nasional Desain (SNADES) 2022, Surabaya.
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Abstract
Indonesia has cultural diversity in every region. As a multicultural country, the culture is still attached as well as preserved its existence until now, one of which is folklore. As a cultural heritage, folklore is often recounted orally so that it becomes an unforgettable culture. As one of the companies in Indonesia, PT Lasallefood Indonesia helps preserve Indonesia culture. Through its advertisement of the "Marjan, Rayakan Kemenangan" edition, Marjan tells the folklore of Dewi Sri as well as the lives of the village people. The advertisement was chosen because it features an image of a folktale packed in the contemporary side. The commercial has been released on April 9, 2022 through Youtube social media and television shows. This study aims to analyze the meaning of the symbols and cultural values contained in the folklore of Dewi Sri through studies of advertising objects and literature studies. The study used Roland Barthes' semiotic theory analysis to uncover the meaning of denotations, connotations, as well as myths in the advertisement. The conclusion of this study shows that Indonesian people still hold fast to customs and culture. Even in modern times, it can exist through the development of modern media, including advertising. In addition, it contains the noble values of the Indonesian people. Keywords: Dewi Sri, Folklore, Advertising, Semiotics
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| Subjects: | P Language and Literature > P Philology. Linguistics > P99 Semiotics. Signs and Symbols |
| Divisions: | Conference/Seminar > Seminar Nasional Desain (SNADES) 2022 |
| Depositing User: | Fatchullah Fatchullah |
| Date Deposited: | 17 Oct 2022 03:40 |
| Last Modified: | 17 Oct 2022 03:44 |
| URI: | http://repository.upnjatim.ac.id/id/eprint/9947 |
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