Last modified: 2017-09-18
Abstract
In Indonesia we can find Tionghoa-Indonesian woman or man as advertising star to promote certain product. They are chosen as brand ambassadors based on various considerations to support product positioning, and in accordance with the personality of the product.
Tionghoa-Indonesian man or woman could feature alone, or with other figure from different gender, and ethnicity in the advertising.
The objective of this research is to analyze how the meaning is wrapped in the textuality of advertising, and how the signification system interpreted by target audience as a message, which has certain meaning associated with chineseness. Semiotics analysis of these advertisings could reveal the reason advertisers use Tionghoa-Indonesian woman/man in their advertising. Are they used because of their primordial identity or other reason? The result of analysis can used to see the relationship between the notions of chineseness in advertising with current social situation.
Keywords: chineseness, advertising, Tionghoa-Indonesian talent
Theme: Cultural artefacts and arts of the diaspora in Indonesia