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Image of REPRESENTASI HOROR PADA IKLAN “GO-JEK VERSI KUNTILANAK DAN IKLAN DJARUM 76 VERSI JIN ONLINE”

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REPRESENTASI HOROR PADA IKLAN “GO-JEK VERSI KUNTILANAK DAN IKLAN DJARUM 76 VERSI JIN ONLINE”

Kuswara, Surya - Personal Name;

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This research discusses the representation of horror in two YouTube advertisements in Indonesia, namely the kuntilanak version of the Gojek advertisement and the online genie version of the Djarum 76 advertisement. Both of these advertisements use horror elements, which usually cause fear, to create a horror effect as well as humor and appeal to the audience. In the Gojek advertisement, the figure of Kuntilanak is shown as a user of online transportation services, depicting the scary and comic side of the character with a touch of modernity. Meanwhile, the Djarum 76 advertisement presents Jin Online, a mystical figure who usually has supernatural powers, this study uses a semiotic approach to analyze how horror symbols are presented in a pop culture context and repackaged as an effective advertising communication tool. The results of the analysis show that the use of horror elements in advertising is able to create a unique appeal by utilizing a combination of horror, local myth and modernity, which is relevant to the local Indonesian audience. This research also highlights how mass media adapt local culture to market products creatively. And the horror representations found in this analysis were 6 scans of the Kuntilanak version of the Gojek advertisement and 3 scans of the Jin online version of the Djarum 76 advertisement.


Availability
Inventory Code Barcode Call Number Location Status
2507000552T165776T1657762024Central Library (REFERENCES)Available but not for loan - Not for Loan
Detail Information
Series Title
-
Call Number
T1657762024
Publisher
Indralaya : Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sriwijaya., 2024
Collation
xv, 90 hlm.: ilus., tab.; 29 cm
Language
Indonesia
ISBN/ISSN
-
Classification
302.207
Content Type
-
Media Type
-
Carrier Type
-
Edition
-
Subject(s)
Komunikasi
Prodi Ilmu Komunikasi
Specific Detail Info
-
Statement of Responsibility
TUTI
Other version/related

No other version available

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  • REPRESENTASI HOROR PADA IKLAN “GO-JEK VERSI KUNTILANAK DAN IKLAN DJARUM 76 VERSI JIN ONLINE”
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