Komodifikasi Budaya Lokal dalam Ilkan: Analisis Semiotika pada Iklan Rokok Djarum 76 Cita Rasa Nusantara Edisi Tahun 2024

Abstract

Advertisements with the theme of local cultural content which are now starting to be widely shown on YouTube channels have the aim of approaching the taste image of the product being sold to consumers, apart from that in order to maintain local Indonesian cultural values. This research was carried out with the aim of getting an overview of indications of the exploitation of Central Javanese local cultural content in the 2024 Edition of the Djarum 76 Cita Rasa Nusantara Cigarette advertisement. This research is descriptive qualitative research using Roland Barthes' semiotic analysis method, namely iconic connotation, connotation, denotation and linguistic messages. An indication of the practices of exploiting local Central Javanese cultural content in the 2024 Edition of the Djarum 76 Cita Rasa Nusantara Cigarette advertisement is shown by the visual appearance of the Central Javanese folklore scene "Jaka Tarub with 7 Bidadari" (connotation message). As well as the presence of a scene of a tobacco farmer watching in the garden the typical lurik clothes of farmers in Central Java (denotational message), and the appearance of a man's voice in the background (linguistic message) singing with the words "Djarum 76 sense of peace, calm, Djarum 76 susana pas steadiness, satisfaction swept away , calming fun, 76 nuances of choice, 76 feelings of peace, Everything is thick, atmosphere 76”.