Postcolonial advertising strategy: adaptation and resistance In Indonesian advertisement visualization

Abstract

This study explores postcolonial advertising strategies in Indonesia, focusing on the themes of adaptation and resistance in visual representation. The aim of this research is to understand how Indonesian advertisers integrate local cultural elements while facing the influence of Western cultural hegemony. Using a qualitative visual analysis methodology, this research analyzes selected advertisements from various media, including print and digital. The method involves identifying and interpreting visual elements, cultural symbols, and narrative structures. The findings highlight the dynamic interaction between adaptation to global trends and resistance through the preservation of local identity, contributing to a broader understanding of postcolonial aesthetics in advertising. In this context, Indonesian advertisers often face challenges in balancing adaptation and resistance. The analyzed advertisements demonstrate the use of global visual elements combined with local cultural symbols, creating a hybrid visual aesthetic that appeals to both local and global audiences. In conclusion, advertisers in Indonesia navigate the dual demands of adapting to global cultural influences while resisting cultural homogenization by embedding local cultural symbols and narratives in their visual representations. This balance not only helps in maintaining cultural identity but also enhances market appeal by leveraging Indonesia's unique cultural heritage.