Local Culture in Advertising: From Identity to Visual Communication Strategy (Case Study on Coca Cola Advertisement Kabayan Version)

Samsul Alam; Asep Kadarisman

doi:10.59890/ijaamr.v3i7.66

Authors

Samsul Alam Telkom university
Asep Kadarisman Telkom University

DOI:

https://doi.org/10.59890/ijaamr.v3i7.66

Keywords:

Local Culture, Advertising, Visual Communication, Coca-Cola Kabayan, Marketing Strategy

Abstract

This study examines the transformation of local culture from a mere identity marker into an active visual communication strategy in advertising, using the Coca Cola Kabayan version as a case study. Through a qualitative approach involving visual and semiotic analysis, the research explores how cultural symbols, archetypes, and narratives are strategically employed to build emotional resonance and brand relevance. The Coca Cola advertisement featuring Kabayan demonstrates how local cultural elements serve not only as visual background but as the core of the communication message, reflecting everyday experiences of Indonesian society. The analysis focuses on visual elements such as traditional clothing, character expressions, market settings, and social interactions that embody local values. The findings reveal that integrating local culture effectively enhances brand image, fosters consumer trust, and increases emotional engagement. This study also identifies stages in the transformation of cultural function in advertising, from decorative symbols to strategic narratives shaping brand identity. The results contribute significantly to understanding the dynamics of cross-cultural visual communication and offer new insights for academics and creative industry practitioners on leveraging local cultural potential as a strategic asset in socially and emotionally relevant advertising campaigns.

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