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

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 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.

Keywords


folklore, advertisement, incarnation, videos

References


Creese, A., Wu, C.-J., & Blackledge, A. (2009). Folk stories and social identification in multilingual classrooms. Linguistics and Education, 20(4), 350–365. https://doi.org/10.1016/j.linged.2009.10.002

Cushman, F., Kumar, V., & Railton, P. (2017). Moral learning: Psychological and philosophical perspectives. Cognition, 167, 1–10. https://doi.org/10.1016/j.cognition.2017.06.008

Deppman, H.-C. (2010). Adapted for the Screen The Cultural Politics of Modern Chinese Fiction and Film. Honolulu: University of Hawai‘i Press.

Dudacek, O. (2015). Transmedia Storytelling in Education. Procedia - Social and Behavioral Sciences, 197, 694–696. https://doi.org/10.1016/j.sbspro.2015.07.062

Gökçearslan, A. (2010). The effect of cartoon movies on children’s gender development. Procedia - Social and Behavioral Sciences, 2(2), 5202–5207. https://doi.org/10.1016/j.sbspro.2010.03.846

Istadiyantha. (2017). Ecranisation, from Textual Tradition to Cinema: The Infidelity Against the Values of Literary Writing? Humanus, XVI(1), 83–92.

Nair, S. M., Yusof, N. M., & Hong, S. C. (2014). Comparing the Effects of the Story Telling Method and the Conventional Method on the Interest, Motivation and Achievement of Chinese Primary School Pupils. Procedia - Social and Behavioral Sciences, 116, 3989–3995. https://doi.org/10.1016/j.sbspro.2014.01.878

Nikolaeva, A., & Popova, L. (2014). To the Problem of the Spiritual and Moral Values Formation in Senior Pre-school Children. Procedia - Social and Behavioral Sciences, 146, 271–274. https://doi.org/10.1016/j.sbspro.2014.08.127

Praharwati, D. W., & Romadhon, S. (2017). Ekranisasi Sastra: Apresiasi Penikmat Sastra Alih Wahana. Buletin Al-Turas: Mimbar Sejarah, Sastra, Budaya, Dan Agama, XXIII(2).

Purnomo, M. H., & Kustoro, U. (2018). Transformasi Hujan Bulan Juni Karya Sapardi Djoko Damono. NUSA, 13(2).

Saat, M. M., Rahman, H. A., & Rajab, A. (2012). The Impact of Industrial Training on Ethical Awareness and Ethical Judgement. Procedia - Social and Behavioral Sciences, 69, 1676–1683. https://doi.org/10.1016/j.sbspro.2012.12.114

Sabbagh, M. R. G., & Saghaei, M. G. (2014). Conjured-Up Reality Shattered: Examining the “Uncertain” Ideology Underlying Chopin’s “The Story of an Hour.” Procedia - Social and Behavioral Sciences, 158, 296–303. https://doi.org/10.1016/j.sbspro.2014.12.091

Urbonavičius, S., & Adomavičiūtė, K. (2015). Effect of Moral Identity on Consumer Choice of buying Cause-related Products Versus Donating for Charity. Procedia - Social and Behavioral Sciences, 213, 622–627. https://doi.org/10.1016/j.sbspro.2015.11.460


Article Statistic

Abstract view : 174 times
PDF views : 322 times

The PDF file you selected should load here if your Web browser has a PDF reader plug-in installed (for example, a recent version of Adobe Acrobat Reader).

If you would like more information about how to print, save, and work with PDFs, Highwire Press provides a helpful Frequently Asked Questions about PDFs.

Alternatively, you can download the PDF file directly to your computer, from where it can be opened using a PDF reader. To download the PDF, click the Download link above.

Fullscreen Fullscreen Off

Full Text: PDF

How To Cite This :

Refbacks

  • There are currently no refbacks.