I was talking to my friend from Indonesia who works as an art director in an advertising post production company. So he basically does editing of TVC as well as other medium. He was kind enough to share his portfolio with me and telling me about what kind of ads are popular in Indonesia at the moment. Obviously, the concepts and executions would change depending on the target market but it seems like a lot of ads, especially TVC, are very dramatized and exaggerated. From clips I posted here, it’s quite evident that most concepts are mainly playing with people’s emotions, in an ambiguous way. Indonesia, in my opinion, is in between Japan and Australia, in between high context and low context communication. The ads are not necessarily data oriented and informative but it is straightforward and the viewers could tell what the product is. It doesn’t rely on the product itself or its characteristics but it rely on the emotions produced as a result of using or seeing the product and in most cases these emotions are a little exaggerated. So I guess, I picked the right three countries since they all fall into different category in term of their communication level – low, medium, high context communication culture.

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