Bali tourism advertisement videos: goverment messages adn ideology  

Oleh:

Pratiwi, Desak Putu Eka ; Ayomi, Putu Nur ; Candra, Komang Dian Puspita

Jenis: Article from Proceeding
Dalam koleksi: KOLITA 15 : Konferensi Linguistik Tahunan Atma Jaya Kelima Belas, page 770-774.
Topik: ideology; meaning; tourism advertisement; verbal sign; visual sign
Fulltext: 770-774 (Desak Putu Eka Pratiwi, Putu Nur Ayomi, Komang Dian Puspita Candra - OK).pdf (272.01KB)

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Isi artikel

Bali’s beautiful nature and cultural richness has mesmerized tourists from around the world for decades. The government and private companies in tourism sector in Bali face challenges in creating marketing and advertising programs capable of communicating effectively with an increasingly diverse and dynamic target markets. However, Bali is not merely a travel destination; it is also a home for millions of people struggling to preserve their traditions while trying to keep up with modernization and globalization accelerated by the tourism industry. The position of Bali between globalization and tradition can be seen in the glocalization strategies employed in tourism advertisement (Pratiwi & Arka, 2016). This study will examine further about how the government bodies construct the image of Bali in several Bali advertisements videos and how the advertisements positioned Bali: its culture, its nature and its people, in the face of tourism. The data sources of this study are three advertisement videos produced by Bali Government Tourism Office, Bali Tourism Board and Ministry of Tourism Republic of Indonesia. Bali tourism advertisements customarily exploit Bali’s vibrant culture, incorporating verbal and visual signs which implicitly deliver Balinese local values and ideology. We report the findings how the implicit meaning of verbal and visual signs is packaged in those advertisements. The data are acquired from Youtube. The data are collected by observation method using note taking technique. The multimodal data both the visual and verbal signs are analysed using the theory of semiotic proposed by Barthes (1998). Then the theory of semantic by Palmer (2001) is used to analyse the meaning of those verbal and visual signs in order to find out hidden messages delivered by government through the advertisements. Furthermore it is elaborated by the analysis of transitivity system (Halliday, 1985) to find the constellation of participants, processes and circumstances in the advertisements. Employing the three layers of analysis, this study finally can uncover the ideology, consciously or unconsciously delivered by the advertisements.

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