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Anime has become a significant global phenomenon, including in Indonesia, where this culture has influenced various aspects of society. This article explores the impact of anime visual style in YouTube advertisements in Indonesia. The influence of anime on Indonesian society is also evident in the consumption trends of products related to Japanese culture. The involvement of Indonesian society with anime has also encouraged the emergence of various businesses and products that capitalize on the popularity of this culture. This study focuses on exploring the impact of anime visual style on consumer responses in the context of advertising through YouTube social media in Indonesia. The researcher will analyze how the use of anime elements in advertisements can influence consumer perceptions, whether through nostalgia, enjoyment, or aesthetic aspects, as well as how marketing strategies can be adjusted to maximize this effect. The research method uses content analysis of social media comments as research data. Three advertising samples were selected to represent the study. The results of the analysis show that the use of anime elements in advertisements for Pop Mie, McDonald's, and Pocari Sweat successfully attracted attention and created positive responses from consumers. The high quality of the animation and the use of anime visual styles created a strong emotional appeal, even influencing consumer behavior such as product preferences and interest in brands. In conclusion, the use of anime visual styles in Pop Mie, McDonald's, and Pocari Sweat advertisements demonstrates the success of a marketing strategy that utilizes the popularity of anime to attract attention and create emotional engagement. and influencing consumer behavior in Indonesia, as well as opening opportunities for more local anime production and strengthening positive brand image. This advertisement is not only an effective marketing tool, but also opens up opportunities for more local anime production and supports a positive brand image.

The Sambal ABC advertising campaign “Cap Cip Top – Icap Icip Ngetop ABC” in YouTube advertising content uses a character named Tejo. The Sambal ABC advertisement can strengthen the brand image and increase customer trust by including a character that fits the brand. Tejo is known as a housewife who cooks with passion, and the use of Sambal ABC in her kitchen reflects its quality and deliciousness. This study specifically discusses the ABC chili sauce advertisement “Cap Cip Top – Icap Icip Ngetop ABC” in YouTube advertising content using a character named Mrs. Tejo. This is because Tejo is known as a housewife who cooks with passion, and the use of Sambal ABC in her cooking reflects the quality and deliciousness of her product. Therefore, this advertisement can strengthen the brand image and increase customer trust. This study uses a quantitative approach and uses random sampling. This study targets Sambal ABC consumers who watch the YouTube advertisement “Sambal ABC: Cap Cip Top – Icap Icip Ngetop”. This survey involved 109 respondents who were all aware of the Sambal ABC YouTube advertisement, had consumed Sambal ABC products, and were also aware of the Sambal ABC advertising campaign. A total of 109 respondents were interviewed; however, only 100 met the specified criteria. Survey data was collected through an online survey using SmartPLS 3.0. The results showed that respondents trusted the Sambal ABC brand more due to the use of influencers in its advertisements. This was determined based on the content of the advertisements and who spoke first. Ibu Tejo's power was such that respondents felt close to her and believed she was close to them because they shared similarities with her in several aspects of influencer credibility, including interests. Respondents also found Ibu Tejo interesting because she was funny, engaging, interesting, and entertaining, and she was able to explain Sambal ABC very well.

Abstract. The advancement of broadcasting technology has driven the demand for reliable and efficient automation systems, particularly in managing the transition from broadcast content to advertisement segments. In this context, the present study proposes the application of the Single Tone Trigger (STT) method as an automatic triggering mechanism to systematically regulate content switching. This method utilizes a single-frequency audio signal embedded within the primary broadcast, which can be detected by the receiving system. The detection of this signal initiates an automatic content transition without requiring intervention from playout operators. A key advantage of this approach lies in its ease of integration with conventional broadcasting systems and its ability to reduce manual involvement that has traditionally been essential in broadcast content management. Through a series of tests, the system demonstrated high signal detection accuracy, low latency, and optimal operational reliability. These findings indicate that the Single Tone Trigger method can significantly enhance workflow efficiency within the broadcasting industry. Overall, this approach presents substantial potential for broad implementation as an automation solution that is not only stable and cost-effective, but also adaptive to the operational demands of modern broadcasting.   Keywords: Automatic Transition, Broadcast Automation, Single Tone Trigger (STT).

This study discusses the rampant spread of online gambling advertisements in Indonesia, which contravenes the Criminal Code (KUHP) and Law No. 11 of 2008 on Electronic Information and Transactions (UU ITE) and its amendments, which prohibit gambling. Law enforcement faces significant challenges, one of which stems from the self-regulatory policies of Electronic System Operators (ESOs) for User-Generated Content (UGC), which do not fully prohibit online gambling advertisements. The objective of this study is to analyze the spread of such advertisements and the legal framework governing ESOs for UGC based on cyberlaw provisions. The methods used include a normative legal approach to examine principles, theories, and legal history, as well as a sociological legal approach utilizing secondary data through the integration of legal and social sciences. This research is descriptive-analytical, using data from literature reviews and semi-structured interviews. The results of the study indicate that the spread of online gambling advertisements is driven by the advertising features of PSE UGC and the weak effectiveness of existing self-regulatory policies. Additionally, the government is deemed to have been lenient in imposing administrative, criminal, or civil sanctions on PSE UGC, exacerbated by the ambiguous provisions of the Criminal Code (KUHP) and the ITE Law regarding gambling regulations. The research recommendations are for the government to pressure PSE UGC to strengthen internal policies regarding the prohibition of online gambling content, enforce administrative sanctions strictly, and revise ambiguous phrases in the Criminal Code and ITE Law to clarify regulations and strengthen law enforcement efforts against the spread of online gambling advertisements in Indonesia.  

Exposure to food advertising, particularly UPF (Ultra-Processed Food), not only impacts children's short-term food choices but also influences the formation of long-term unhealthy eating habits. Several studies have found that advertising's influence on children is not only direct but is also reinforced by environmental factors such as family eating habits, peer influence, and food accessibility at home and school. For example, children who regularly watch television unsupervised or who have personal devices with internet access are more likely to be exposed to UPF advertising, which is typically designed with bold colors, cartoon characters, and memorable slogans. This makes children more susceptible to influence and develop preferences for the promoted foods. Furthermore, UPF advertising often features emotional messages or positive associations such as fun, friendship, and rewards, further strengthening its appeal to children. When these advertisements are repeatedly exposed, children can internalize these messages and make them part of their eating experience. In the long term, this risks causing children to associate unhealthy foods with comfort or happiness, which can trigger emotional eating and increase the potential for eating disorders and the risk of non-communicable diseases. Therefore, it is crucial to involve various stakeholders, including parents, educators, industry players, and policymakers, in building a healthy eating environment. Media literacy education for children is also a crucial step in equipping them to be more critical of advertising messages. Strict regulations on food marketing aimed at children, such as banning UPF advertising during children's broadcast hours, regulating the use of cartoon characters, and providing clear and easy-to-understand nutrition labeling, are important strategies to reduce the negative impact of UPF advertising on children's health in the long term.

This study aims to determine audience perceptions of the Instagram Reels advertisement content of Wardah Matte Lip Cream "Tasya Farasya Approved" edition. This advertisement is the result of a collaboration between the local cosmetics brand Wardah and the famous beauty influencer Tasya Farasya. This phenomenon is interesting to study considering the trend of influencer-based marketing is increasingly dominant in beauty product promotion strategies, especially in building emotional closeness with consumers and maintaining loyalty to local brands. Consumer perception is an important aspect because it will influence purchasing interest, brand image, and future purchasing decisions. This study uses the perception theory from Jalaludin Rakhmat (2015) which explains that perception is a person's experience of an object or phenomenon obtained through the process of processing, interpreting, and drawing conclusions from the information received. Based on this theory, this study adopted a quantitative descriptive approach. Data were collected by distributing questionnaires to 100 respondents who are followers of Wardah's official Instagram account. Respondents were selected using purposive sampling to ensure the relevance of the data to the research focus. Descriptive data analysis was conducted using SPSS software to identify audience perception patterns regarding advertising content elements, such as visual appeal, message relevance, influencer credibility, and the product image's alignment with Wardah's brand image. This analysis is expected to reveal the extent to which brand and beauty influencer collaborations can create positive perceptions in consumers' minds. The research findings are expected to contribute to the development of digital marketing strategies in the cosmetics industry, particularly in utilizing influencer marketing effectively. Furthermore, the findings of this study can serve as a reference for other local brands in designing promotional campaigns that are relevant, engaging, and aligned with the characteristics of their target audience on social media.

This study aims to analyze the influence of Product Quality, Price, Sales Promotion, and Advertising on consumer purchasing decisions on the Bukalapak online store platform. This study used a quantitative approach with descriptive methods, aiming to illustrate the relationships between variables based on empirical data. Primary data were obtained by distributing questionnaires to 120 respondents who were active Bukalapak users in the West Medan District. The data analysis technique used was multiple linear regression with the aid of SPSS software to determine the effect of each independent variable on the dependent variable. The analysis results indicate that, partially, the variables Product Quality, Sales Promotion, and Advertising have a positive and significant influence on purchasing decisions. This means that the higher the product quality, the more effective the promotion, and the more attractive the advertisement, the greater the likelihood of consumers making a purchase. Conversely, the variable Price showed a negative and significant influence, indicating that inappropriate pricing can reduce purchase intention. Simultaneously, all four variables have a significant influence on purchasing decisions. The Adjusted R Square value of 70.4% indicates that this research model is able to explain 70.4% of the variation in purchasing decisions, while the dependent variable is influenced by factors outside the model. This study recommends that Bukalapak continue to improve product quality, develop competitive pricing strategies, strengthen promotions, and create creative advertising. Further research is recommended to consider additional variables such as product reviews, brand image, and service quality to enrich the analysis.

The term overthinking has become part of the everyday vocabulary among Generation Z, reflecting a tendency toward excessive deliberation in ordinary situations, including choosing food. The “Overthinking” advertisement by GoFood presents a compelling visual representation of this dilemma through metaphorical symbols such as a talking forehead, piles of clocks, and zodiac characters that construct a complex visual narrative of indecision. This study aims to examine how symptoms of overthinking are visually represented in the advertisement using Roland Barthes’ semiotic approach. The research employed a qualitative method, utilizing observation and documentation techniques to analyze visual structures across scenes. The findings reveal that the advertisement conveys its message through denotative, connotative, and myth-based signs, illustrating how Generation Z interprets the burden of choice in a digital cultural context. The results demonstrate how visual communication strategies can foster empathy while offering solutions to the everyday anxieties of a young audience. This study contributes to the development of visual semiotics discourse in the field of visual communication design and offers insights for advertising practices grounded in social issues.

Social media has become one of the main media for distributing various advertising content in today's digital era. However, the spread of advertising content on social media also brings new challenges. Social media, especially TikTok, has a high virality rate, which means that content can spread quickly, both positively and negatively. The TikTok account @ngobrolsantaiindonesia uploaded a promotional advertisement for Borobudur Temple. The entire narrative in the advertising content openly alludes to other religions, namely Islam. This study uses a research approach in the form of a literature study or can be called library research. Indonesia has guidelines that must be respected, namely the Indonesian Advertising Ethics or abbreviated as EPI. The EPI contains a system of values ​​and integrated guidelines for manners (code of conducts) and procedures (code of practices) that apply to all advertising actors in Indonesia. According to the Indonesian Advertising Ethics, advertisements must be honest, correct, and responsible. It was concluded that the violation committed by the TikTok account @ngobrolsantaiindonesia was offending SARA, more specifically other religions.

Advertising not only serves as a promotional tool, but also reflects corporate social responsibility. This research aims to analyze the relationship between marketing strategy and the application of ethics in advertising, using a descriptive qualitative approach. Tokopedia's “Selalu Ada Selalu Bisa” campaign was used as the main case study to examine ethical communication practices in advertising. The results show that advertisements that emphasize honesty, transparency, and social empathy are able to build consumer trust, strengthen brand image, and increase loyalty. Conversely, misleading advertisements or exploitation of vulnerable groups can damage reputation and public trust. In the fast-paced digital era, a mix of formal regulation and self-regulation is important to maintain the ethics of marketing communications. This study concludes that ethics is not an obstacle to creativity, but rather a strategic foundation that strengthens business sustainability and long-term relationships with society.

This study aims to analyze the representation of the figure of the prolific sundel in the 2025 version of Pocari Sweat #IONTahanBocor advertisement using Roland Barthes' semiotic approach. The ad features a local mystical figure sundel bolong in an unusual humorous narrative to convey an educational message about the importance of staying hydrated during fasting. This study uses a descriptive qualitative method with a constructivist paradigm and analyzes visual impressions based on three layers of Barthes' meaning: denotation, connotation, and myth. The results of the analysis showed that the sundel bolong was shown as a figure who was dehydrated and then recovered after consuming Pocari Sweat, which is interpreted as a symbolic form of loss and recovery of body fluids. This representation shows a shift in meaning from a creepy figure to a funny and educational figure. Visual symbols such as the body leaking and the transformation into a cactus reinforce the educational message about hydration that is popularly packaged and lightweight. These findings suggest that advertising not only becomes a promotional medium, but also builds new myths through the construction of popular culture and visual communication.  

Jambi Province has the highest prevalence of tobacco smoking among individuals aged 15 years and above in Indonesia within the past month. In addition, Jambi also records the highest average number of cigarettes smoked per day by individuals in this age group, with an average of 18 cigarettes per day. This situation highlights the significant level of tobacco consumption in the province, which may affect adolescent smoking behavior, including among vocational school students. Objective: To analyze the factors influencing smoking behavior among students of SMKN 3 Kota Jambi.  This study was a quantitative research with a cross-sectional design. The sample consisted of 114 students selected using random sampling techniques. The study was conducted at SMKN 3 Kota Jambi. The dependent variable was smoking behavior, while the independent variables included knowledge, parental influence, peer influence, and exposure to cigarette advertisements. Data were analyzed using univariate and bivariate analyses with the chi-square test at a 95% confidence interval. The proportion of students who smoked at SMKN 3 Kota Jambi in 2025 was 46.5%. There were significant associations between smoking behavior and knowledge (p-value = 0.008; PR: 1.730; 95% CI: 1.163–2.573), parental influence (p-value = 0.023; PR: 1.597; 95% CI: 1.081–2.357), and peer influence (p-value = 0.001; PR: 2.038; 95% CI: 1.346–3.086). However, no significant association was found between exposure to cigarette advertisements and smoking behavior (p-value = 0.127; PR: 1.366; 95% CI: 0.929–2.010).The factors influencing smoking behavior among students of SMKN 3 Kota Jambi were knowledge, parental influence, and peer influence.

This study looks at the deixis used in the commercial "Garuda Indonesia For A Better Life," emphasizing how it works and how it affects the story. In advertising, deixis, a basic language characteristic, is vital in determining meaning and audience involvement. The study classifies and examines the personal, geographical, and temporal deixis used in advertising using Yule's deixis paradigm. To investigate how deixis creates meaning, encourages emotional connection, and strengthens the commercial's persuasive appeals court, data were gathered through document examination of the advertisement text using a descriptive qualitative technique. The results show that first-person deixis is more common, which has consequences for our comprehension of customer behavior and the efficacy of advertising tactics.

This research analyzes the ethics of broadcasting advertisements on television media, especially related to  broadcasting time regulations. The significant role of television in shaping people's thoughts and  behaviors, coupled with the proliferation of potentially unethical and inappropriate broadcasts, highlights  the urgency of this issue. Such violations, especially those concerning children and adolescents, pose  significant risks due to exposure to inappropriate content and the normalization of unethical behavior. This  study emphasizes the importance of media commitment to the Broadcasting Behavior Guidelines and  Broadcast Program Standards (P3SPS) and Law No. 32 of 2002, which aims to protect viewers from  harmful information. This study uses a library observation method with a qualitative approach, analyzing  existing reports, research, and written sources. Data analysis uses Miles and Huberman's qualitative  decomposition technique, which includes data reduction, data presentation, and drawing conclusions. The  findings of the study are in line with previous studies, indicating that violations of broadcasting ethics and  broadcasting hours are systemic problems that have not been resolved. This underlines the need for stricter  supervision, sanctions, re-evaluation of broadcasting time classifications, and media literacy education for  the community.

This study examines ethical issues in paid endorsement practices on social media targeting Generation Z in the digital era. Using a literature review approach, the article compiles and analyzes 15 relevant national and international sources to identify the ethical values expected by Gen Z in consuming digital advertisements. The findings show that transparency, authenticity, and credibility are the main principles that influencers and brands must uphold for their marketing communication to be positively received by younger audiences. Moreover, there is an urgent need to establish stronger regulations and enhance media literacy education to empower Gen Z in critically evaluating covert commercial content. These findings hold significant implications for policymakers, communication industry practitioners, and scholars in shaping ethical and sustainable digital advertising practices.

This study aims to analyze the influence of social media on consumer behavior in online purchases among Generation Z, focusing on the Shopee e-commerce platform. Generation Z, which is the age group born between 1997 and 2012, is known to be an active social media user, which influences their purchasing decisions. Through a survey conducted on Shopee users from Generation Z, this study identified factors that influence consumer behavior, including the influence of advertising, product reviews, and interactions with influencers on social media. The results of the study show that social media plays a significant role in shaping the preferences and purchasing decisions of Generation Z. Interesting advertisements and positive reviews from other users on social media can increase purchasing interest, while interactions with influencers can provide additional trust in the products offered. This study provides important insights for marketers to design effective and relevant marketing strategies with Generation Z consumer behavior in the digital era.

This research analyzes the Marjan advertisement featuring the Putri Hijau version to understand the meanings embedded in its visual elements using Roland Barthes'semiotic approach. The study employs a descriptive qualitative analysis method by dividing the advertisement into several parts through screenshot capture. The analysis is conducted by identifying the denotative and connotative meanings of the advertisement's elements. The findings indicate that this advertisement presents a complex cultural narrative and conveys a specific ideological message to the audience. This study provides insight into how advertisements can serve as an effective persuasive communication medium in conveying cultural and commercial values.

This research uses a qualitative method with Roland Barthes’ semiotic analysis approach to examine the meanings of visual and narrative signs in the 2025 Marjan Ramadan commercial. This advertisement was selected due to its rich symbolic elements and its significant role in shaping public perception and emotion during the holy month. Utilizing Barthes’ concepts of denotation, connotation, and myth, this study aims to uncover hidden meanings behind visual elements such as colors, lighting, character gestures, and storyline narration. Preliminary findings indicate that the Marjan advertisement not only promotes a syrup product but also encapsulates values of togetherness, tradition, and religiosity through cinematic visuals. Symbols like family dining tables, drums (bedug), and twilight lighting are interpreted as modern myths portraying an idealized Ramadan that is warm and harmonious. Therefore, this advertisement can be viewed as a form of cultural communication that conveys ideological messages through visual symbols familiar to Indonesian society.

Political advertising is one of the efforts to "market" themselves and political messages from candidates for power. As a candidate, Budi Rustandi (Budi) carries out propaganda by advertising with the aim of gaining power in Serang City in collaboration with Nur Agis Aulia (Agis). The purpose of the study in this article is to explain how the political advertisements of the Budi Agis pair that were broadcast in the mass media in Banten during the 2024 Serang Mayor and Deputy Mayor election succeeded in becoming a reliable strategy in achieving the goal of winning and being elected as Mayor and Deputy Mayor of Serang for the 2024-2029 period. This study uses a descriptive-qualitative method, focusing research on the mass media advertisements of the Budi Agis pair accompanied by analysis using the concept of political communication. The results show that the political advertisements distributed by Budi-Agis have succeeded in forming a positive image. With political advertisements, they raise public awareness of their existence in the world of politics. In addition, Budi Agis' political advertisement also aims to strengthen the loyalty of members and sympathizers of the Gerindra Party and the Prosperous Justice Party (PKS) towards them while inviting non-party communities to vote for them.

This study explores the representation of women in the Indonesian and Javanese languages through a contextual linguistic approach. The analysis focuses on three main domains: the symbolic representation of women in nationalist discourse, gender representation in advertising language, and the semantic shift of domestic vocabulary in Javanese that manifests in the form of pejorative expressions. Employing a descriptive qualitative method, the findings reveal that language functions not only as a tool of communication but also as a means of shaping gender ideology. Terms such as ibu pertiwi (motherland) and ibu kota (capital city) indicate a symbolic appreciation of women’s roles within the national framework. Conversely, diction such as cantik (beautiful) and elegan (elegant) in advertisements reflect socially constructed gender identities. Furthermore, in the Javanese language, the transformation of domestic vocabulary into derogatory expressions—such as kitchen-related terms becoming insults—illustrates a symbolic imbalance concerning women’s domestic roles. This study emphasizes the importance of critical awareness in language use, particularly in shaping inclusive and gender-equal narratives.