Creativity of Indonesia: Analysis of Indonesian Tourism Advertisement “Pesona Indonesia”

Gregorius Genep Sukendro(1*),

(1) Universitas Tarumanagara
(*) Corresponding Author

Abstract


The tourism advertisement of “Pesona Indonesia” conducted by the Indonesian government is an effort to introduce Indonesia around the globe. Questioning the advertisement will leads to the talks of communication strategy and creative execution advertising.  This research analyses the application of strategies and creative execution. Qualitative approach of this study is utilizing case study method. The outcomes of the research indicate that the use of local culture in commercial advertising can have a positive impact on advertisers, culture, and society. Advertisers and advertiser agencies ought to be aware of the cultural insight importance in the advertisement. Creativity is the key to advertising success.









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