The Folklore of Malin Kundang: Based on Cat Avian and Buka Lapak Advertisement

Yoga Pradana Wicaksono(1*), Sudartomo Macaryus(2)
(1) Pendidikan Bahasa dan Sastra Indonesia, Universitas Sarjanawiyata Tamansiswa
(2) Universitas Sarjanawiyata Tamansiswa
(*) Corresponding Author


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 story that used to be the time where the folklore is passed down. The existence of rumah dongeng  to replace the bed time story as the media to preserve the Indonesian folklore gives a hope upon the existence and the development of the folklore.  This paper aims to explain about the use of an Indonesian folklore 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.


folklore, advertisement, incarnation, videos


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