Totemisme dalam Iklan: Studi Sastra Komparatif TVC Sabun Lux Versi Beauty Superpowers dan Versi Maudy Ayunda

Abstract

This study aims to describe totemism in advertisements for the Soap Lux Beauty Superpowers and Maudy Ayunda versions and explain the similarities and differences between the two TVCs. The method used is descriptive qualitative. The results show that Lux soap advertisements from different production gap times contain totemism elements. The difference lies in the ambassador's image, which is then used as a totem. The Beauty Superpowers version displays the impression of being beautiful, sensual, confident, glamorous, rich, powerful, and economically strong. Maudy Ayunda's version, aside from these things, a highly educated image is also inserted. This research implies that advertising invites people to buy products and influences them to be included in a group bound by a totem.

Totemisme di Era Modernisasi: Realitas Masyarakat Adat Manggokal Holi pada Etnis Simalungun Sumatera Utara

“…Hal ini dapat dilakukan pada saat upacara adat atau dalam kehidupan seharihari karena totemisme memiliki kekuatan gaib. Hal ini menunjukkan bahwa hubungan manusia dengan leluhur keramat semakin erat (Lestari & Kistanto, 2021), baik secara individu maupun kolektif. Selain itu, telah berkembang menjadi suatu bentuk pengetahuan milik masyarakat yang diwariskan secara turun-temurun.…”