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Analisis Karakteristik Iklan Dimas Djay (Budaya Indonesia: Humor dan Kolosal) | Limantara | Koneksi ojs2 has produced an error Message: WARNING: fopen(/home/journal1/public_html/cache/fc-keywords_en_US-35.php): failed to open stream: Disk quota exceeded In file: /home/journal1/public_html/lib/pkp/classes/cache/FileCache.inc.php At line: 86 Stacktrace: Server info: OS: Linux PHP Version: 5.6.30 Apache Version: N/A DB Driver: mysql DB server version: 10.1.28-MariaDB
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Analisis Karakteristik Iklan Dimas Djay (Budaya Indonesia: Humor dan Kolosal)

Michael Limantara, Gregorius Genep Sukendro

Abstract


Periklanan pada dasarnya adalah bagian dari kehidupan industri modern. Di zaman modern ini persaingan antar brand semakin sengit dikarenakan ekspansi, munculnya banyak brand baru dan dihadapkan dengan konsumen yang semakin spesifik, selektif, dan fanatik. Iklan di suatu negara merupakan identitas yang merepresentasikan karakter orang-orang di negara tersebut. Tetapi di zaman modern ini, perhatian masyarakat semakin singkat. Hal ini menjadi tantangan bagi pengiklan untuk membuat iklan yang menarik perhatian masyarakat. Salah satu pengiklan yang sukses membuat iklan yang menarik adalah Dimas Djayadiningrat. Dimas Djay adalah sutradara iklan, karya iklanya Indoeskrim versi “Kisah Legenda Nusantara” dan iklan Ramayana versi “Ramayana Ramadhan” sukses menarik perhatian publik dan menjadi viral. Penulis tertarik untuk mengenal lebih jauh sosok Dimas Djay dan karakteristik iklan-iklan hasil produksinya. Penelitian ini menggunakan metode studi kasus. Dalam melakukan penelitian ini penulis menemukan karakteristik iklan Dimas Djay melalui observasi, dan wawancara. Dari hasil penelitian penulis mengenai karakteristik iklan Dimas Djay ditemukan tiga karakter diantaranya budaya Indonesia, humor, dan kolosal. Ketiga karakter iklan Dimas Djay ini sesuai dengan karakter Indonesia karena Djay membuat iklan mengikuti keinginan pasar, berasal dari selera orang Indonesia itu sendiri.


Keywords


iklan; budaya; humor; kolosal

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DOI: http://dx.doi.org/10.24912/kn.v2i2.3922