Balinese local values in tourism advertisement “Bali Shanti”  

Oleh:

Pratiwi, Desak Putu Eka ; Ariyaningsih, Ni Nyoman Deni

Jenis: Article from Proceeding
Dalam koleksi: CONEST 12: The Twelfth Conference on English Studies, Jakarta, Unika Atma Jaya, page 71-75.
Topik: advertisement; ideology; myth; sign; tourism
Fulltext: 71-75.pdf (75.38KB)

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Perpustakaan PKBB Nomor Panggil: 406 CES 12 Non-tandon: tidak ada Tandon: 1

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Tourism advertisements of Bali island typically use local terms, signs, symbols, and pictures which implicitly deliver the local values. This study aims at discovering Balinese local values within tourism advertisement. It is done by discovering the hidden meaning behind verbal and visual signs presented in the advertisement. The data was taken from tourism advertisement which officially launched by Bali Tourism Board entitled “Bali Shanti”. It was downloaded from YouTube. The data was collected through observation method and note taking technique. The data then analyzed using theory of semiotic proposed by Barthes (1998) and theory of semantic by Palmer (2001). There were some steps in analyzing the data. By discovering the meaning of verbal and visual signs, the myth and ideology of the advertisement can be identified which basically consist of Balinese local values. The finding shows that tourism advertisement “Bali Shanti” carried Balinese philosophy called Ttri Hita Karana. It is the "three causes of prosperity." They are: (1) harmony among people, (2) harmony with nature or environment and (3) harmony with God. The result of the study can be used by the Indonesian government especially Bali Tourism Boards as consideration in making further policy about tourism in Bali and it also can give benefit for the advertising company to create the more creative and effective advertisement.

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