Relation between Two Generations in Sasa Santan ala Sisca, Check! Advertisement

Natadjaja, Listia and Setyawan, Paulus Benny (2024) Relation between Two Generations in Sasa Santan ala Sisca, Check! Advertisement. In: Mediacon 2024, 24-08-2024 - 24-08-2024, Trawas, East Java - Indonesia.

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Abstract

The ultimate goal of advertising is to sell products. There are many unique ways that producers create their advertisements, one of which is the Sasa Santan ad featuring two Sisca. The previously viral dispute on the social media platform Tik Tok between chef Sisca Soewitomo and influencer Sisca Kohl made netizen believe it was a real incident, but it turned out to be just an advertising gimmick to attract viewers to watch the ad. This intrigued us to analyze the message conveyed through the depiction of the relationship between two generations presented in the Sasa Santan advertisement. The research method uses Roland Barthes semiotic analysis to reveal the myths within the ad. Coconut milk, a product made through the process of grating coconuts, is now presented in an instant form is more easily accepted by the younger generation compared to the older generation. This smart advertising strategy attempts to challenge the myth that something produced instantly and in mass quantities cannot compete the taste of coconut milk processed manually by grating and squeezing fresh coconuts. The ad also seems against the habit that in cooking, the younger generation must obey to traditional methods taught by mother. Moreover, coconut milk which was previously considered to contain cholesterol, is now presented as a healthy product because it contains Omega 3. The representation of Sisca Kohl as the younger generation is depicted as being able to convince Sisca Soewitomo, her senior, to use Sasa Santan because this product has the same delicious quality and is even healthier compared to coconut milk processed from fresh coconuts manually.

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