Desain Harmoni Narasi Kepatuhan Hukum dan Budaya Lokal Dalam Iklan Produk di Indonesia

Abstract

This research explores the integration of legal compliance and local cultural values in Indonesian product advertisements, focusing on how these elements influence brand identity and consumer trust. The study aims to analyze how well-known brands such as Wardah, Sido Muncul, Teh Botol Sosro, and Indomie incorporate regulatory standards like halal certification and BPOM approval alongside cultural storytelling to resonate with the local audience. Utilizing qualitative content analysis, this study examines television and digital advertisements, identifying key patterns in the strategic combination of legal adherence and cultural narratives. The results indicate that advertisements which successfully blend these components foster deeper emotional connections, enhance brand credibility, and increase consumer loyalty. The research concludes that the harmonious integration of legal and cultural elements in advertisements is essential for building a strong and trustworthy brand presence in Indonesia’s culturally diverse and highly regulated market.