Jargon Iklan untuk Produk Lokal sebagai Industri Kreatif  

Oleh:

Manurung, Rosida Tiurma

Jenis: Article from Journal - ilmiah nasional - tidak terakreditasi DIKTI - non-atma jaya
Dalam koleksi: ZENIT vol. 03 no. 02 (Aug. 2014), page 97-102.
Topik: jargons; language strength; creative industry; local products; positive images

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: ZZ1 Non-tandon: tidak ada Tandon: 1

Lihat Detail Induk

Isi artikel

In the era of globalization, traditional or local foods are regarded as "second hand products " by our society. The existence of regional foods is not appreciated. Even in culinary business, they are not considered significant at all. In this case, the advertisement (ad) jargons promoting regional foods aré not creative, boring, and outdated; consequently, their existence is ignored. Progressive ad jargons play an important role as a creative industry to support local products. In the omnipresent of foreign products, jargons as one of the tools can be used to improve the popularity and image of local products. This research will discuss creative, unique, and marketable jargons; for instance, chocolates products in Garut have the following brands: Cokelat Antigalau (Anti-stress Chocolate), Cokelat Enteng Jodoh (Easy-to-get-soulmate Chocolate), Cokelat Cegah Alay (Foolish-avoidance Chocolate), Cokelat High Quality Jomblo (Unmarried High Quality Chocolate), Cokelat Antikorupsi (Anti-corruption Chocolate), and so on, and all of which have positive images. It is high time that Indonesian regional foods made use of ad jargons for local cuisines. Regional foods represented by ad jargons as creative industry are supposed to show their existence in the market. Local consumers must also have the confidence that our regional foods also have high quality, competitiveness, and positive images compared to foreign food products. Therefore, both local producers and ad designers must work hand in hand to enhance the product positive images while creating consumers' interests to buy.

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