Ethnic Stereotypes in Advertisements

Lourin Hertyastiwi, Reny Yuliati

Abstract


The worldwide growing of popular music has made unpopular music production facing ups and downs. Folk and classical music for instance, are confronting the loss number of audiences that leads to the existential crisisof the musicians. dvertisements on mass media have been evolving over time and have been one of major marketing strategies of companies to attract consumers to their products. Companies have been known to go the extra mile by implementing an array of strategies in creating and producing advertisements to be able to stand out in the market. One of the strategies that companies are commonly used is using ethnic theme. Ethnic and society are two inseparable components, especially in countries that consist of various ethnic groups and cultures, such as Indonesia. Therefore, it is not surprising to see that there are many companies that use ethnic theme in their advertisements to represent their products. Even though ethnic issues are sensitive, ethnic theme is still appealing to use

Keywords


ethnic; Advertisement; stereotype

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DOI: http://dx.doi.org/10.7454/igcc.v2i0.104

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Copyright (c) 2018 Indonesia International Graduate Conference on Communication (IndoIGCC) Proceeding

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ISSN : 2620-4010

Published by: Departemen Ilmu Komunikasi, FISIP Universitas Indonesia

Address : Jl. Prof. Dr. Selo Soemardjan, Fakultas Ilmu Sosial dan Ilmu Politik (FISIP UI), Universitas Indonesia, Pd. Cina, Beji, Kota Depok, Jawa Barat 16424