Dynamics of Industrial Revolution 4.0: Digital Technology Transformation and Cultural Evolution –
Wulandari et al (eds)
© 2021 The Author(s), ISBN 978-1-032-04451-4
Visualization of Indonesian culture as backgrounds in Pocari Sweat
Ads “Bintang SMA”
A. Syafikarani, T.R. Deanda & G.P. Nabila
Telkom University, Bandung, Indonesia
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.
Keywords: advertising, animation, Indonesian culture, Japanese visual style, COVID-19
1 INTRODUCTION
The COVID-19 pandemic has triggered a decline in activity in various fields, including in the
world of advertising. As stated by the Association of Indonesian Advertising Companies (P3I), the
advertising business has decreased by 35% from March to April in the last two months. This requires
creative industry players to innovate in making advertising strategies and adjusting to the current
situation. According to Janoe Arijanto, chairman of P3I, the advertising industry is currently trying
to encourage “goodvertising”, which is a form of communication that is more empathetic, relevant,
and provides solutions to the complexities experienced by the public (Jawa Pos 2020).
This is because the pandemic is expanding and the work from home policy has also increased
as has watching television and internet consumption. Therefore, brands are starting to shift their
media strategy toward digital by using simple and efficient material without reducing their advertising goals and intentions. One of the efforts that can be made by a brand in advertising with
simple and efficient media is using animation media. By switching to using animation media, it
can be a substitute for shooting commercials that are done directly at several shooting locations.
Therefore, this can be used as an alternative to keep health protocols running during a pandemic
and remain productive to increase the creative economy. This is also supported by the results of
the questionnaire that showed that 97% of respondents stated that animated ads were effective in
delivering product promotions and 97.3% also stated that animated advertisements could be used
as an alternative choice for an advertising solution during the COVID-19 pandemic. Therefore, in
this study, researchers introduced a case study on the animated advertisement of the Pocari Sweat
“Bintang SMA”, where the advertisement carried several cultural values which were met with the
right momentum, namely the limited production of advertisements due to the COVID-19 pandemic
and taking advantage of the development of the Makoto illustration style trend, who is very popular
in the world of animation. So, the creative industry movement is not just a fleeting trend, not just
a lifestyle, but a continuous opportunity. This also fits perfectly with the concept of goodvertising
that is being developed. In previous research conducted by the Munggaran, entitled “The Meaning
336
DOI 10.1201/9781003193241-62
Wulandari et al (eds)
© 2021 The Author(s), ISBN 978-1-032-04451-4
Visualization of Indonesian culture as backgrounds in Pocari Sweat
Ads “Bintang SMA”
A. Syafikarani, T.R. Deanda & G.P. Nabila
Telkom University, Bandung, Indonesia
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.
Keywords: advertising, animation, Indonesian culture, Japanese visual style, COVID-19
1 INTRODUCTION
The COVID-19 pandemic has triggered a decline in activity in various fields, including in the
world of advertising. As stated by the Association of Indonesian Advertising Companies (P3I), the
advertising business has decreased by 35% from March to April in the last two months. This requires
creative industry players to innovate in making advertising strategies and adjusting to the current
situation. According to Janoe Arijanto, chairman of P3I, the advertising industry is currently trying
to encourage “goodvertising”, which is a form of communication that is more empathetic, relevant,
and provides solutions to the complexities experienced by the public (Jawa Pos 2020).
This is because the pandemic is expanding and the work from home policy has also increased
as has watching television and internet consumption. Therefore, brands are starting to shift their
media strategy toward digital by using simple and efficient material without reducing their advertising goals and intentions. One of the efforts that can be made by a brand in advertising with
simple and efficient media is using animation media. By switching to using animation media, it
can be a substitute for shooting commercials that are done directly at several shooting locations.
Therefore, this can be used as an alternative to keep health protocols running during a pandemic
and remain productive to increase the creative economy. This is also supported by the results of
the questionnaire that showed that 97% of respondents stated that animated ads were effective in
delivering product promotions and 97.3% also stated that animated advertisements could be used
as an alternative choice for an advertising solution during the COVID-19 pandemic. Therefore, in
this study, researchers introduced a case study on the animated advertisement of the Pocari Sweat
“Bintang SMA”, where the advertisement carried several cultural values which were met with the
right momentum, namely the limited production of advertisements due to the COVID-19 pandemic
and taking advantage of the development of the Makoto illustration style trend, who is very popular
in the world of animation. So, the creative industry movement is not just a fleeting trend, not just
a lifestyle, but a continuous opportunity. This also fits perfectly with the concept of goodvertising
that is being developed. In previous research conducted by the Munggaran, entitled “The Meaning
336
DOI 10.1201/9781003193241-62