The cigarette’s identity construction through corporate social responsibility advertising  

Oleh:

Siahaya, Isabella Astrid

Jenis: Article from Proceeding
Dalam koleksi: The 2nd International CSR Communication Conference Aarhus, 18-20 September 2013), page 1-17.
Topik: Identity construction; Publicity; Advertising; Advertorials; Corporate identity; Brand identity; Corporate social responsibility; Marketing public relations; Media
Fulltext: Pages from Proceedings Aarhus, hlm 104-120 2013-16.pdf (4.67MB)

Isi artikel

Cigarettes are harmful for health and Indonesia now ranks the third for having the highest smoking rates in the world. According to one of the leading daily newspapers, the grant that the Indonesian government has given to the low-economic society in the form of cash for their basic needs is spent for buying cigarettes. Smoking has become addictive. In fact, the Indonesian government has made various efforts to stop the smoking habits of the citizens. But those effort has made the cigarette companies and the creative advertising agencies more ingenious in creating ads. After the ban, PT DJARUM, one of the largest cigarette companies in Indonesia, advertised their product by showing the wealth and natural beauty of Indonesia. Their next step was to show routinely in their advertisement their corporate social responsibility programs in the media. The cigarette advertisement has been metamorphosed. People no longer look at the physical appearance of the cigarettes in ads but they see the cigarette companies that have social responsibility towards the environment. One important thing is that the brand of cigarettes from PT DJARUM is also DJARUM . In other words, the company’s name is the same as the product’s brand. The purposes of this study are: a) to understand how PT DJARUM interpret its own identity, b) to understand how PT DJARUM interpret CSR advertisement and c) to understand the construction of the DJARUM cigarette’s identity through advertising their CSR programs in the media. The research method is qualitative. The data collection was done through text analysis, in-depth interviews, observation and literature study. This research is an original and has not been studied previously.

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