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Vol. 26 No. 3 (2016)
Visualisasi Nilai, Konsep, Narasi, Reputasi Seni Rupa dan Seni Pertunjukan

Articles

Kitsch dalam Iklan TV Komersial dan Selera Konsumer Indonesia

https://doi.org/10.26742/panggung.v26i3.195

Published 2016-09-01

  • Wildan Hanif
    • ,
  • Yasraf Amir Piliang

Wildan Hanif
Fakultas Seni Rupa & Desain, Institut Teknologi Bandung, Jl. Ganesha 10 Bandung 40135,

Yasraf Amir Piliang
Fakultas Seni Rupa & Desain, Institut Teknologi Bandung, Jl. Ganesha 10 Bandung 40135,

Abstract

ABSTRAK
Iklan TV komersial memiliki hubungan timbal balik dengan selera konsumer. Penelitian mengenai iklan TV bermuatan kitsch, yang sering dikaitkan dengan selera rendah ini, mencoba menjawab bagaimana gambaran selera masyarakat konsumer Indonesia pada tahun 2015. Metode yang digunakan adalah metode lintas disiplin dengan pendekatan Cultural studies. Penelitian ini menguraikan gambaran selera massa konsumer Indonesia sebagai dampak dari tayangan iklan TV komersial. Dengan mengambil sampel “Iklan Biji Selasih Serbuk Panas Dalam Bintang Toedjoe”, didapati bahwa iklan tersebut mengandung unsur budaya global yang bercampur (hibrid) dengan budaya lokal dan mitos populer khas Indonesia. Hasil penelitian ini juga menunjukkan bahwa selera masyarakat Indonesia, terutama kelas menengah bawah, sangat terkait dengan karakter manusia Indonesia yang memiliki naluri berkesenian yang tinggi, suka pamer, percaya tahayul, mudah dipengaruhi oleh budaya dari luar, dan bersifat hipokrit.
Kata Kunci : Kitsch, Selera Konsumer, Iklan TV


ABSTRACT
Commercial TV advertising has a considerable influence on the tastes of consumers. Research on the kitsch-laden TV ads, which are often associated with bad taste, try to answer how is the consumer tastes of the people of Indonesia in 2015. The method used is the method of cross-disciplinary approach to Cultural studies. This study provides a picture of the mass consumer tastes Indonesia as a result of commercial TV ad impressions. By taking samples of “Biji Selasih Serbuk Panas Dalam Bintang Toedjoe” " TV ad, found that the advertisement contained elements of global culture mixed (hybrid) with the local culture and popular myths typical of Indonesia. The results of this study also showed that the tastes of Indonesian people, especially the lower middle class, strongly associated with the character of Indonesian people who have a high artistic instinct, happy to show off, but easily influenced by the culture from the outside, believe in superstitious, and is hypocritical.

Keywords: Kitsch, Consumer Tastes, TV ad

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