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The Folklore of Malin Kundang on Cat Avian and Buka Lapak Advertisements

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The Folklore of Malin Kundang on Cat Avian and Buka Lapak Advertisements http://jurnal.ustjogja.ac.id/index.php/incotes/index The Folklore of Malin Kundang on Cat Avian and Buka Lapak Advertisements 1Yoga Pradana Wicaksono and 2Sudartomo Macaryus 1&2Universitas Sarjanawiyata Tamansiswa, 1&2Indonesia To cite this article: Wicaksono, Y.P & Macaryus, S. (2019). The Folklore of Malin Kundang on Cat Avian and Buka Lapak Advertisements. In D. S. Setiana, A. Setiawan, D. Supriadi, K. H. Najib, T. Ardhian, N. A. Handoyono, I. Widyastuti, & L. Tiasari (Eds.), International Conference on Technology, Education and Science (pp. 40–47). Yogyakarta. International Conference on Technology, Education and Sciences InCoTES 2019 ISSN: 978-602-6258-14-4 The Folklore of Malin Kundang on Cat Avian and Buka Lapak Advertisements Yoga Pradana Wicaksono1 and Sudartomo Macaryus2 Universitas Sarjanawiyata Tamansiswa, Indonesia 1&2 [email protected] Article Info Abstract Folklore is the part of verbally transferred kind of culture that is prone to extinction because as the time goes, less people read their children the bed time Keywords story that used to be the time where the folklore is passed down. The existence Folklore, of rumah dongeng to replace the bed time story as the media to preserve the Advertisement, Indonesian folklore gives a hope upon the existence and the development of the Incarnation, folklore. This paper aims to explain about the use of an Indonesian folklore Videos called Malin Kundang as the part of advertisements. The folklore of Malin Kundang is very well known within Indonesian society, especially within the academic society. Malin Kundang is a tale of a son named Malin Kundang who disowned his old and poor mother after he got back to his hometown from the far away land that gave him wealth. The mother got furious and cursed Malin into a stone. The plot of the folklore is used by two brands for their advertisements, they are Cat Avian (paint Avian) and Buka Lapak that are airing on the TV and can be accessed on YouTube. Theoretically, the process of changing narration into video becomes the focus of incarnation studies. By using text analysis and comparison methods, data in the form of plots in Malin Kundang's story are compared with plots used in Cat Avian and Buka Lapak advertisements. Folklore as a representation of the local wisdom that is passed down verbally at first contained educative values. Meanwhile, Cat Avian and Buka Lapak advertisements include commercial advertisements to suggest potential consumers to be interested in using the products offered. The analysis was carried out by comparing the events in Malin Kundang's folklore with events in the Cat Avian and Buka Lapak advertisements. The results of the study indicate that there is an advertising strategy in utilizing events in folklore that serves to suggest potential consumers of users of Cat Avian and Buka Lapak products. Keywords: Folklore, Advertisement, Incarnation, Videos Introduction The folklore Malin Kundang is about a character who was already popular in the community. The folklore of Malin Kundang is very well known within Indonesian society, especially within the academic society. Malin Kundang is a tale of a son named Malin Kundang who disowned his old and poor mother after he got back to his hometown from the far away land that gave him wealth. The mother got furious and cursed Malin into a stone. The Indonesian know about Malin Kundang's story and put him as a figure who has immoral attitude towards his own mother. He denied his mother for she was old and poor. On the contrary, the mother who cursed her child is seen as someone who is not merciful for she was a parent who had the heart cursed the son to pay back what he had done. Morals become signs to determine how to do right and wrong (Cushman, Kumar, & Railton, 2017; Nikolaeva & Popova, 2014) using certain perspectives. The set of morals place the kids to be rather obedient and respectful towards the parents and the parents to try their hardest to make their children happy. Internalization of these values lasts throughout life. One of the challenges in moral internalization is to prepare knowledge and values that ensure learners know how to respond to ethical situations and make ethical decisions. For the purposes of this International Conference on Technology, Education and Science (InCoTES) 2019 41 internalization,(Saat, Rahman, & Rajab, 2012:1683) recommends ethics education by adopting problem-based and student-centered learning, such as role playing, debating, discussing, and case studies. These methods are considered effective for instilling ethical values in students. Thus, folklore and its modification into advertising have the opportunity to be used as a focus of problems for role playing material, debates, discussions, and case studies. These methods are currently supported by the wave of information that has the potential to be used as a learning resource. Negative impressions on television screens and other media by (Gökçearslan, 2010:5270) are seen as getting input from real life. Impressions of women characters who actively work to build a positive image of women. Therefore, producers need to be careful in order to help the community (children) to make the right choice in the future. Marjan syrup television commercials are designed based on the folklore of Timun Emas, internalizing the virtues of a peaceful life and avoiding conflicts of paying back. The giant was chasing Timun Emas to prey on her. But when the giant was about to sink into the mud, Timun Emas saved him. The drink advertising phenomenon has the potential to be a subject of discussion, debate, and discussion of problem-based moral education. Whereas student-centered moral education takes place by applying storytelling methods that have the potential to increase student interest, motivation, and achievement in moral education. The method of storytelling also increases students' understanding of moral values because they are actively involved in group discussions and creating a conducive and pleasant learning environment (Nair, Yusof, & Hong, 2014:3994). Regarding advertising media, theoretically is a way to suggest potential consumers to be interested in using the products or services offered. Limited interviews with some beverage consumers stated that advertising does not create new needs. Attractive and impressive ad impressions make it easy for consumers to remember the product brand. Commercial ad impressions are reminiscent of studies conducted by (Urbonavičius & Adomavičiūtė, 2015:625) regarding consumerative and charitable actions. The results of the study of these two actions are of significant theoretical and managerial implication for marketing and charity. The results of the study of the two actions are recognized to still have limitations related to the fact because there is no empirical evidence available to confirm. Therefore, empirical studies on this issue are highly recommended. The Media Change of Folklore The media change of literatures, including folklore to film, are theoretically a change from verbal narratives to visual narratives. The media change of literatures continues to take place until now in Indonesia. Quantitatively, (Praharwati & Romadhon, 2017) presented data since 2007-2015 there are 42 movie titles which are the result of media changing of literatures. Other studies were conducted by (Purnomo & Kustoro, 2018) and (Istadiyantha, 2017). Determination of the novel to the big screen happens based on the fame of the novels as best sellers ones. However, the use of folklore as a basis for advertising is still limited quantitatively. Said by Creese, Wu, & Blackledge (2009:363), folklore is a medium for accepting or rejecting culture. Malin Kundang's placement as a lawless child shows the community's rejection of his disrespectful behavior towards parents. Furthermore, the community accepted the actions of Malin Kundang's parents who condemned their children. In folklore, acceptance and rejection occur through interaction and reading. As an oral tradition, the reading is done verbally. The reading process uses folklore as an iconic artifact of culture to be retold across time and space. Cross space and time allow for various variations. Therefore, folklore tends to have various versions. The media change for folklore that is currently appearing produces one variant of folklore. Transfers also occur in literary works into films that require adaptation from verbal narratives to visual narratives. The study of the transfer of literature into films was carried out by the Deppman (2010:1) on Chinese literature and cinema. It was also said that the transfer of literature to film was still routinely treated as a discipline that was parallel with each other's aesthetic order. The media change from verbal to visual narration still use verbal language. The use of language in verbal stories is different from the use of language in films, especially when converted into advertising media. The results of (Sabbagh & Saghaei, 2014:302) state that there is no use of language that is truly neutral, objective, value-free. Folklore tends to function educatively, while advertisements prioritize commercial aspects. It also said that there is no best interpretation. Each story is open to interpretations including opposites, when diverse elements such as text, context, and readers create meaning. The various media changes from verbal to digital are accommodated by (Dudacek, 2015:695) who offer the transmedia socialization way like comic, books, videos, and animation. The technology 4.0 and the society 5.0 have the chance to form the format interactive application to give preferences and instructions based on the content and the educational goal along with other goals. 42 Wicaksono & Macaryus Method This research is about the media change of the folklore to advertisement video that is based on literature data and the ad video. Most of the data is served as the base line to differentiate the plot of the story that is presented and modified in the ad between the real plot of the folklore and the advertisement.
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