Dukut, Ekawati Marhaenny Cracking The Code:Discovering The Universal Culture of Advertising. In: “Globalizing Asia: The Role of ELT”, 1 - 3 August 2008, Bali.

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Abstract

In the era of globalization where electronic media takes on a rapid and various pace, the effect of advertising towards a consumer’s decision-making is unavoidable. Advertising, which transmits messages with certain codes that will be perceived and interpreted differently by its readers, has become a successful form of marketing communication. Some researchers say that in promoting its goods, services, and ideas; advertising has intellectual methods that readers do not see it as a manipulative agent towards the development of one’s cultural understanding. With this in mind, as literature teachers, I believe we can help our students to read advertisements more critically. Students could be taught how to crack the hidden codes of advertising intellectually. One way is to train them in exercising semiotics as a tissue of codes that form the universal culture of advertisements. This paper will share the result of an on-going research in advertisement analysis as a way to help teachers and students become more aware why certain codes of life that is implanted in advertisements from other’s culture may be appropriate but at the same time needs to be avoided to ensure the development of a positive understanding of one’s original culture.

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