Representation of Japanese culture in Tokopedia advertisement edition war Tokopedia 12.12

Herdian Putra Lokananta, Iman Sumarlan

Abstract


This study analyzes the Tokopedia 12.12 sale advertisement featuring Japanese VTuber Kobo Kanaeru using Charles Sanders Peirce's semiotics theory. The research aims to understand how visual, auditory, and narrative elements in the advertisement create meaningful cultural representations and enhance consumer engagement. The method involves a semiotic analysis of the advertisement's components, focusing on the triadic relationship between signs, objects, and interpretants. The findings reveal that the use of anime aesthetics, J-Pop music, and bilingual dialogue effectively bridges cultural gaps and creates a festive, inclusive atmosphere. The emotional engagement generated by these elements leads to higher viewer retention and participation. By integrating Japanese cultural motifs with localized content, Tokopedia successfully appeals to a broad audience, demonstrating effective cross-cultural marketing. This study underscores the importance of cultural sensitivity and strategic localization in digital advertising, providing valuable insights for marketers aiming to create resonant and impactful campaigns. Future research should explore the long-term effects of culturally integrated advertisements on brand loyalty and consumer behavior. The application of Peirce's semiotics theory in this context highlights the complex interplay of signs and symbols in shaping consumer perceptions, offering a robust framework for analyzing modern advertisements. The Tokopedia 12.12 advertisement with Kobo Kanaeru exemplifies a successful blend of cultural representation, emotional engagement, and strategic marketing.


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DOI: https://doi.org/10.26555/adiccom.v2i1.15499

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