IDENTITAS BUDAYA JAWA DALAM IKLAN TELEVISI TRAVELOKA VERSI PENGANTIN JAWA

Indonesia’s culture is extremely rich and offers a wide range of themes that can be utilized in advertising production. Similarly, the e-commerce company Traveloka once adopted Javanese cultural identity in its advertisement published in December 2018. This is visually evident through the portrayal of a man and a woman wearing traditional Javanese wedding attire in the advertisement. In accordance with its objectives, this study identifies signs that represent Javanese cultural identity in the Traveloka “Javanese Wedding” version advertisement. Using a qualitative descriptive research method with Roland Barthes’ semiotic analysis technique, this study successfully demonstrates the representation of Javanese cultural identity embedded in the Traveloka “Javanese Wedding” advertisement, which functions as a medium for conveying Traveloka’s message as well as an alternative means of preserving Indonesian culture, particularly Javanese culture.