Sell and Tell: A Story of Dairy & Cocoa Print Advertising During Indonesian Colonial Period

Keywords

Colonial advertising, dairy products, cocoa, advertising history

Abstract

The globalized economy enables the nationwide citizen to adapt and exchange their lifestyle from one place to another. A particular cultural habit is no longer exclusive since the global consumer’s behavior has seemingly evolved to be more convergent. Indonesia became the 21st rank of 132 major importing countries for the category of Dairy products in 2016 [1]. In the same year, its value has reached $804 million where New Zealand, USA, and Australia still became the largest dairy suppliers for Indonesian people. Meanwhile, in the cocoa industry, Indonesia is also facing a challenge on processing the cocoa bean into chocolate and confectionery to fulfill the desires of the domestic market. Both indicate a fierce competition between the dairy & chocolate companies to win the domestic market share. There fore, this research aims to decipher the process of introducing dairy & cocoa to Indonesian market since the colonial period. It is purposed to enrich the fundamental knowledge of product history for the modern advertiser regarding accomplish an efficient advertising strategy. By performing the research methods of print ads content analysis and qualitative interview, this research has proven dairy & cocoa colonial advertising has a significant impact on constructing the tradition of consuming milk products and chocolate among the Indonesian families for generations.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Sri Haswati
PY  - 2019/07
DA  - 2019/07
TI  - Sell and Tell: A Story of Dairy & Cocoa Print Advertising During Indonesian Colonial Period
BT  - Proceedings of the 5th Bandung Creative Movement International Conference on Creative Industries 2018 (5th BCM 2018)
PB  - Atlantis Press
SP  - 515
EP  - 522
SN  - 2352-5398
UR  - https://www.atlantis-press.com/article/125910978
ID  - Haswati2019/07
ER  -