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

KUSWARA, SURYA and Lionardo, Andries and Adam, Ryan (2025) REPRESENTASI HOROR PADA IKLAN “GO-JEK VERSI KUNTILANAK DAN IKLAN DJARUM 76 VERSI JIN ONLINE”. Undergraduate thesis, Sriwijaya University.

	Text RAMA_70201_07031282025165.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (19MB) | Request a copy
	Text RAMA_70201_07031282025165_TURNITIN.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (12MB) | Request a copy
	Text RAMA_70201_07031282025165_0001057901_007098708_01_front_ref.pdf - Accepted Version Available under License Creative Commons Public Domain Dedication. Download (5MB)
	Text RAMA_70201_07031282025165_0001057901_007098708_02.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (7MB) | Request a copy
	Text RAMA_70201_07031282025165_0001057901_007098708_03.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (1MB) | Request a copy
	Text RAMA_70201_07031282025165_0001057901_007098708_04.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (2MB) | Request a copy
	Text RAMA_70201_07031282025165_0001057901_007098708_05.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (3MB) | Request a copy
	Text RAMA_70201_07031282025165_0001057901_007098708_06.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (645kB) | Request a copy
	Text RAMA_70201_07031282025165_0001057901_007098708_07_ref.pdf - Bibliography Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (788kB) | Request a copy
	Text RAMA_70201_07031282025165_0001057901_007098708_08_lamp.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (265kB) | Request a copy

Abstract

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.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Iklan Youtube, Jin Online, Komunikasi Iklan, Kuntilanak, Mitos Lokal, Representasi Horor.
Subjects:	H Social Sciences > HF Commerce > HF5717-5734.7 Business communication Including business report writing, business correspondence P Language and Literature > P Philology. Linguistics > P87-96 Communication. Mass media
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Surya Kuswara
Date Deposited:	20 Jan 2025 02:36
Last Modified:	20 Jan 2025 02:36
URI:	http://repository.unsri.ac.id/id/eprint/165776

Actions (login required)

View Item