Javanese-Language Advertisements in 1935-1953: The Construction of National Ideas

Advertisement is a form of presentation to communicate about goods or services to public. The development of technology has transformed the form of advertisement. Current advertisements are mostly photos and videos and are easily found through electronic media and printed media. Meanwhile, in the advertisements that’s written in Javanese from 1935 to 1953, it was found that advertisements were presented in the form of narratives paragraphs with few images or illustrations. The advertisements were displayed on Panjebar Semangat Magazine in 1935-1953; the period before and after Indonesia’s independence. Therefore, it is necessary to do research to reveal how national ideas are constructed in advertisements. The research is carried out with the approach of implicature theory to find out the hidden national ideas beyond the sentences in advertisement. 130 advertisements are collected and there are 20 advertisements that contain national ideas, namely the advertisement of books, pins, and kethoprak products. The results of research shows that national ideas in advertisements lie under declarative and imperative sentences that explicitly convey the product excellence and a persuasion. The national ideas are presented through the use of names of the leaders of independence movement, the national language, and nationalistic vocabularies such as 'bangsa', 'nusa', 'nasional', and 'Indonesia'. The hidden national ideas reflect Javanese culture who are not direct in conveying a message