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Study Ide(Ologi) Brand in “Seoul City” Tvc to Supporting Creative Economy

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Study Ide(Ologi) Brand in “Seoul City” Tvc to Supporting Creative Economy International Proceeding Conference on Multimedia, Architecture & Design (IMADe) Vol.1, October 2020 p-ISSN: 2747-1764, e-ISSN: 2747-1756 https://eprosiding.idbbali.ac.id/index.php/imade STUDY IDE(OLOGI) BRAND IN “SEOUL CITY” TVC TO SUPPORTING CREATIVE ECONOMY Aisyi Syafikarani, S.T., M.Ds.1), Nisa Eka Nastiti, S.Ds., M.I.Kom.2) 1) Telkom University [email protected] 2) Telkom University [email protected] ABSTRACT Making a brand successful, the brand can not only answer the needs of the consumer, but the brand must also be able to solve social problems that exist in society because in the current era, brands that are made only based on consumer segmentation have changed with an consumer that moves with their idealism. One brand that applies this is "I Seoul U", this can be seen through its latest TVC, "Seoul City". Therefore this study examines how social issues are raised and applied in this TVC so that its role in resolving these problems can be the basis in every development. This study uses qualitative methods by obtaining data through literature and documentation studies. Then the data obtained were analyzed using brand ideology theory. This shows that "Seoul City" not only made TVC respond to the needs of its target audience, but also tried to solve social problems, this TVC tried to unify traditional Korean culture that was packaged in a modern way and made use of technology. So that social problems such as local cultural tourism destinations can still develop in the modern era with digital information like today. Keywords: ideology brand, brand, TVC, creative economy INTRODUCTION The rise of tourist destinations has become a special concern lately, as evidenced by the strong interest of people around the world for the country, to explore what is unique and interesting in the country. South Korea is no exception, based on data submitted by the Korea Touris Organization (KTO), the number of tourists visiting South Korea is increasing every year. The number of tourists in 2015 reached 13,23 million, in 2016 reached 17,24 million, and the increase decreased in 2017 only reached 13,34 million, but increased again in 2018 by 15,35 million and increased again in 2019 by 17,5 million tourists (KTO, 2019). This shows that South Korea managed to attract the interest of people around the world to invite their country through "I Seoul U". One of the strategies carried out by "I Seoul U" is to introduce South Korea through promotional media in the form of TVC (Commercial Television) "Seoul City". TVC has been broadcast on television stations in about 100 countries from 2019 to the present. TVC is starring by one of the famous K-Pop in South Korea, namely BTS consisting of RM, Jin, Suga, J- Hope, Jimin, V and Jungkook. As brand ambassadors, they invited the watching audience to visit various tourist destinations such as Seoul Gallery, Hangang Park, Jamsil Olympic Stadium, and learn about South Korean culture such as learning to make Korean Ceramics and Korean Calligraphy. Through TVC, it is clear about the strong ties with South Korean cultural values. They are trying to get an audience to watch this TV to enjoy life in Seoul City. It is here that the brand ideology plays an 430 International Proceeding Conference on Multimedia, Architecture & Design (IMADe) Vol.1, October 2020 p-ISSN: 2747-1764, e-ISSN: 2747-1756 https://eprosiding.idbbali.ac.id/index.php/imade important role in building the brand or image of South Korea itself. Therefore this research will focus on the study of brand ideology that seeks to be built and made to create characteristics or uniqueness so that it can be made "cult". This research is included in the qualitative paradigm, looking at specific patterns and then developed into more general patterns and aims to produce hypotheses from field research. This research intends to study how culture is displayed in TVC "Seoul City" and becomes the basic concept in promotion to create markets in the creative economy. This will be examined using the brand ideology theory and other supporting theories. The method used is a qualitative method. While the data collection technique is done through literature study as secondary data which aims to strengthen research obtained from books, articles, journals, and some literature from internet sites. As well as field studies in the form of documentation, collecting television media advertisements in sound and image formats (audio visual) originating from recorded advertisements on television and internet media. So that the results of this research can be used as input for those involved in the world of advertising, especially in developing a creative advertising strategy with a cultural approach. DATA DESCRIPTION AND DISCUSSION Now the development of the brand can not only answer the needs of consumers but on the other hand the brand must also be able to solve social problems that exist in society because in this era something made only based on consumer segmentation has changed with consumers who move with their ideals, and this is what is called brand ideology. The more real and the greater the solution offered, the faster the brand is accepted by the surrounding community (Hendroyono, 2019: 33). The social problem that is trying to be carried on in this TVC is the phenomenon where gradually a country's local culture will be increasingly eroded by increasingly rapid technological developments. Especially Korea, with the development of the entertainment industry such as K-Pop music, Korean Drama and film that is increasingly rapid even penetrating the world market must also be balanced with the preservation of local culture that has been rooted since time immemorial. This is trying to be formed by the brand "I Seoul U" through TVC "Seoul City". TVC is a unique advertising medium and has many great strengths because it has audio and visual elements that open up opportunities in realizing ideas that will later make it easier to convey messages and become an attraction (Morissan, 2010: 364). In addition, when TVC uses methods of expressing social reality, such as the phenomenon of cultural development as raised in TVC "Seoul City", then the advertisement will also be loved and construct the community and cannot be released from the community itself as a structured part. TVC "Seoul City" is produced by the Seoul Metropolitan Government as TVC of the "I Seoul U" brand to introduce South Korea to the world community. TVC was created in 2019 and aired on television stations in about 100 countries and online video platforms such as Youtube, Facebook and Youku Tudou. TVC, starring the most popular K-Pop artist in the world, BTS, features several famous places in Seoul, Korean specialties, and Korean culture itself. TVC consists of seven series that offer unique tourist destinations in each series. Of the seven series, five series were selected that have contributed more in this study. 431 International Proceeding Conference on Multimedia, Architecture & Design (IMADe) Vol.1, October 2020 p-ISSN: 2747-1764, e-ISSN: 2747-1756 https://eprosiding.idbbali.ac.id/index.php/imade 1. "Old but New" by BTS’s RM The "Old but New" series stars RM BTS, where at the beginning of the video it opened with a shot containing the headline of the TVC series, "Old but New". Then came the RM with the monologue "Still looking for your next destination?". This TVC series offers Korean cultural destinations such as Bolsingak Belfry, Skateboarding Gyeongbokgung Palace, Bukchon Hanok Village, Trying on Hanbok, Korean Ceramics, Korean Calligraphy, Namsangol Hanol Village, Yutnori, Taekkyeon, and Pansori. Figure 1. "Old but New" by BTS’s RM Source: https://www.youtube.com/watch?v=kUapz6ZUtnk Here it can be seen that TVC is trying to unite local culture with modernity. As in the Skateboarding Gyeongbokgung Palace scene, in the location setting the right side shows the towering buildings as a representation of modernity and the left side which is the wall of the Gyeongbokgung Palace as a representation of local culture. Likewise in this scene character, featuring a woman who wears hanbok clothing which is a traditional Korean dress as a representation of local culture and skateboarding as a representation of a child's favorite hobby these days. 2. "City Break" by BTS’s Jin The second series of TVC is starring Jin BTS, with the headline "City Break", and the monologue "Want to try something new and exciting?". TVC offers something new, never before tried and enjoyable by visiting typical Korean culinary destinations, such as Tongin Market, Noryangjin Wholesale Fisheries Market, 30cm ice cream, Tornado Potato Myeongdong, Gourmet Korean Food, Chicken and Beer Hangang River, Seoul Bamdokkaebi Night Market, and Pojangmacha. Figure 2. "City Break" by BTS’s Jin Source: https://www.youtube.com/watch?v=REad33eOzxE 432 International Proceeding Conference on Multimedia, Architecture & Design (IMADe) Vol.1, October 2020 p-ISSN: 2747-1764, e-ISSN: 2747-1756 https://eprosiding.idbbali.ac.id/index.php/imade Local culture and modernity try to be displayed in tandem through the Tornado Potato Myeongdong scene. Tornado Potato as a representation of the modern trend because the snack is a snack that is loved by many people today. A touch of local culture can still be seen in this scene through the scene of two tourists who are playing, making the Potato Tornado as a sword. Where in the Korean culture itself the sword is identical to a soldier because Korean soldiers are famous for their skill in playing swords. In addition, this can also be seen in the Pojangmacha scene, a small place in the form of tents and wheeled carts or street stalls in South Korea that sells a variety of popular Korean street foods, such as hotteok, gimbap, tteokbokki, sundae, dakkochi, odeng, mandu, and anju.
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