Protraction of Javanese Philosophy In Djarum 76 Advertisement Video Series

摘要

This study aims to describe the genie's characteristic in the advertisement as a representation of Javanese culture since Djarum 76 Cigarette is an original Javanese cigarette. This study aims to investigate the point of attraction of Djarum 76 advertisement and the implementation of Javanese local wisdom in the video ads. A qualitative study is appropriate to be implemented. The data was collected from observing the Djarum video ads from year 2007 to 2015. By using descriptive analysis the data was connected into Javanese Philosophy. The result shows that humor becomes the attraction of the advertising. It was meant to attract the lower middle-class audience which is the target buyers of Djarum 76. Therefore, the humor displayed in the ads as its appeal. In each appearance, the genie emphasized the Javanese culture through the clothes that he wore, the behavior, and also the Javanese philosophies which are humble yet convoluted. The Javanese Philosophies showed in the ads are, first: Aja gumunan, aja getunan, aja kagetan, aja aleman; second: Memayu hayuning bawana, ambrastha dur angkara; and third: Kuminter mundak keblinger, aja cidra mundak cilaka.