Advertising Jargon For Local Products As Creative Industry

Rosida Tiurma Manurung

Abstract


Abstract. In this global era, it is a fact that traditional or local foods are "second-class product" in the community. The existence of regional food is never taken into account. In the culinary field, local or regional foods has always been underestimated. The food area is a product that is always marginalized in the world of cookery. In terms of advertising jargon, the promotion of local food does not use the creative word choice, tasted stale, and old-fashioned so that its existence is belittled. Developing advertisement jargons should serve as the creative industries that favor local products. Therefore, in the midst of the hustle and uproar of modern and foreign products, precisely jargon which is the power of language can be empowered as a creative tool to boost the popularity and positive image of local products. This research will discuss jargon creatively used by local brands that can serve as models for local producers to be compelled to make jargon creative, unique, and high value. For example is jargon in the brand of chocolate made in Garut, West Java, namely “Cokelat Antigalau” (Worry-free chocolate), “Cokelat Enteng Jodoh” (Easy-Love partner chocolate), “Cokelat Cegah Alay” (Tacky-preventing chocolate), “Cokelat High Quality Jomblo” (High Quality Singles chocolate), “Cokelat Antikorupsi” (Anti-corruption chocolate), and so forth, all of which have positive image. It is time for Indonesia to rise up and oppose regional food advertising jargon which impartiality combat against regional food. The food area represented by advertising jargon as the creative industries must be brave to appear distinctively in the market. Local consumers must believe that the food of the region also has the prime quality, competitiveness, and a positive image  compared with food products from outside. Therefore, businesses of local produce and advertisement designer must work together to devise jargon with creative words that can boost the positive image of the product and has a high enchantment to attract consumers to buy.


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