Visualization of Indonesian culture as backgrounds in Pocari Sweat Ads “Bintang SMA”

Abstract

COVID-19 made the advertising business drop forcing shifts in its media strategy toward digital media. One of them is by using animation media, such as the Pocari Sweat animation ad “Bintang SMA”, where the ad also carries some cultural values. This research studies how Indonesian culture is represented in the animated background of the Pocari Sweat animation ad “Bintang SMA”. The data obtained from case studies, documentation, and distributing questionnaires methods were analyzed using the theory of cultural movement and local culture. From this study, it is known that the Indonesian culture is represented in Balinese and Jakarta culture through location, architecture, and property settings. The results of this research can be used as input for those involved in the world of advertising, especially in compiling an animated media advertisement by raising cultural elements as an advertising solution in the middle of the pandemic.