Abstract
Developments in the era of globalization are in the world's spotlight, not only on differences in mindset but also on many aspects. One of them is the impact on the existence of culture in Indonesia. This fact drives companies in Indonesia to reintroduce Indonesian culture through advertising. An example is the Visit Central Java version of the KukuBima Ener-G advertisement explored in this study, intending to take an essential role in contributing to presenting local content that specifically raises the cultural side of Central Java. This study also aims at seeing the cultural values embedded in Javanese society, namely the Kejawen, which is implied in the KukuBima Ener-G advertisement. This study used a descriptive qualitative approach and data collection techniques using John Fiske's Semiotics Method to analyze more deeply the content of advertisements based on the Social Code Theory initiated by Edward T. Hall. This study explores deeper in terms of the strategy of cultural visual but still displays the brand image. The results of this study lead to the emergence of a number of Kejawen from the aspect of Low Context Culture and High Context Culture in each advertising scene.
Highlights
Indonesia is a pluralistic country with diverse religions, ethnicities, and cultures
The Visit Central Java 2013 advertisement of KukuBima Ener-G consisted of several Javanese cultures
The description of scene 1 at second 00:00 showed the view of Central Java with its traditional dances and tourists whom the people of Central Java gave an appreciation, and Ade Rai was seen exercising wearing a red KukuBima shirt
Summary
Indonesia is a pluralistic country with diverse religions, ethnicities, and cultures. The President of the Republic of Indonesia, Mr Joko Widodo explained that Indonesia has 714 ethnic groups (Kompas.com, 2019), which have their own cultures. Indonesian people become proud and increasingly want to introduce the uniqueness of each existing culture. Culture is defined as a habit that exists in people's daily lives, consisting of knowledge, belief, art, morality, law, customs, and all of them are a unified set that can be learned (Lumampauw et al, 2021). This fact is proven in Indonesia, as the maritime
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