The Relevance of Timun Mas Folklore In Marjan Syrup Advertisement 2019

Abstract

The advertisement which raises Timun Mas folklore as an icon was used in the 2019 Marjan syrup ads. The purpose of this paper is to examine how the relevance of Timun Mas folklore to Marjan syrup products. The methodology is qualitative descriptive which the ads are analyzed based on the fact by using persuasive discourse in ads, analyzing the relevance Timun Emas Folklore with Marjan Syrup through the scenes of its creative advertisement. Based on the result of the analysis, the writer found there are symbol differences and similarities that were used in Timun Emas version of syrup Marjan ads from the original story. The differences happened through improvisation of ads creators by adjusting current conditions but is relevant to the original story. The main similarity is on magical things (terasi) that were brought by Timun Mas to defeat the giant. Terasi, an original word from Indonesia, means grateful, the conclusion of this analysis is to build the perception in consumers that the public loves Marjan syrup.