Local Wisdom in Indomie and Demae Icchou Video Advertisements: A Multimodal Analysis

Tanto, Trisnowati and Iriantini, Sri (2021) Local Wisdom in Indomie and Demae Icchou Video Advertisements: A Multimodal Analysis. In: 1st International Conference on Emerging Issues in Humanity Studies and Social Sciences, 1-2 July 2021, Bandung.

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Abstract

The research focuses on the main concepts revealed in two instant noodle video advertisements; one is Indomie from Indofood Indonesia and the other one is Demae Icchou from Nissin Foods, Japan. Both brands are not only the most prominent instant noodles in Indonesia and Japan respectively, but they are also well known out of the countries. At present instant noodles are a serious business in the two countries; hence, how the products are advertised throughout the countries becomes highly significant as well. The research aims to find out these inherent concepts in the advertisements by using the Multimodality approach, focusing more on the visual and verbal modes. The research uses a descriptive qualitative method as well as a library research method as the data collection technique. The findings show that these Indonesian and Japanese video advertisements share some similar main concepts as they both assert their countries’ local wisdom. This is a smart strategy for it can build the feeling of closeness to the product advertised and people will get to know the countries much better, which will eventually improve the two countries’ economic growth and the people’s standards of living, which is one of the UN Sustainable Development Goals.

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