The meaning of sign, contradiction between modern and tradition in visualization (Case study: Pocari Sweat TV Commercial)

Abstract

Pocari Sweat is a Japanese beverage product. One of the TVC run by Pocari Sweat is in Japanese 2D animation style (anime) titled “High School Star. This paper aims to study the character visual style, place settings, and creative strategy plan with the intention of understanding the key visual of acculturation style between Japan and Indonesia, in this case Japanese anime style with Indonesian local culture. The methodology of this research uses Semiotic. In his theory, Saussure divides sign as signifier and signified. On the discussion and analysis section, we discovered that the Ad told a story of two high school students named Ayu and Reza while chasing their dreams. The “High School Star” is unique as it mixes two different cultures, displaying Indonesian characters and settings told in a form of Japanese animation. Yoshitosi Shinomiya used environmental art approach to draw the settings. He interviewed Indonesian high school students and showed the colourful life of Indonesian youth. The 2D animation made by traditional means. This Japanese themed ad shows the same meaning of sign on either enjoying the natural beauty of Bali or the exhaustion of modern city. What younger generation need is to have the spirit of life as if enjoying refreshing drink, Pocari Sweat.