Nowadays
advertisement on the media TV in Indonesia are varies and creative. The
advertisers use the language that could make people interested in their
products. But as I see many advertisements on TV, it seems that some
advertisers secretly challenge each other. For example the advertisement of Bintang
Tujuh Masuk Angin/Jamu Masuk Angin (traditional medicine for cold) which says
that “orang malas kalah sama orang
pintar, orang pintar kalah sama orang bejo” (lazy people lose with smart
people, smart people lose with lucky people). The sentences is quite familiar
for Indonesian people, except for the last word ‘bejo’ which is from Javanese
language, but it is still acceptable for Indonesian people because Javanese
language is well-known in this country. Everyone may have different idea about
the purpose or the meaning those sentences. From those sentences, I notice that
it has two potential purposes which bring its own meaning. The first is, those
sentences are create to encourage Indonesia people to work harder, and the
second is, those sentences are refer to another Jamu advertisement which came earlier before this advertisement.
The first purpose of the sentences
of the advertisement which I have mention above is to encourage Indonesian
people to work harder. The fact that smart people are not always become
successful people. This is supported with the data of BPS (Badan Pusat
Statistik) Indonesia which deal with the number of unemployment in Indonesia.
The data of BPS said that about 6, 32% or 7, 61 million people in Indonesia are
unemployment including 0,54 million people who are S1 bachelor (BPS data, February
2012). The creator of this advertisement may decided those sentences as the
advertisement to encourage people to work harder and wait for the luck comes to
you, because everyone has their own chance to become a successful man/woman.
People might get sick while they work hard. A common sickness in Indonesia is masuk angin (cold) which is because the
weather sometimes changes.
That is why this product was made for they who get masuk angin.
The
second purposes of the sentences in this advertisement refer to another Jamu advertisement which came before
this advertisement. Many people might think that is nothing wrong with Bintang
Tujuh advertisement, but if people look deeper to the sentences, they may find
what I have found. The second sentence “orang
pintar kalah sama orang bejo” is
refer to Tolak Angin advertisement which is says “orang pintar minum Tolak Angin” (smart people drink Tolak Angin). From
this point, you must notice that there is a relation between those two sentences.
Since Bintang Tujuh advertisement comes after Tolak Angin became a well-known
product, it seems that Tolak Angin is being challenged by Bintang Tujuh product
through the language in their advertisement. In this year Tolak Angin got an
Award as a Top Brand in 2012 for the Herbal Medical category. It means that many
Indonesian people agree that Tolak Angin is the product they look for when they
get cold. From this point, Bintang Tujuh seems have some reasons to challenge
Tolak Angin product.
As I summarize my analysis about
spoken discourse by the advertisement of Bintang Tujuh, I conclude that the discourse
has a tendency to the second point I explained above. Since many advertisers
will do anything to make the people/consumers interested to their product
although they have to fight other advertisers through the language in the advertisement.
