Bener! Semuanya.
Mulai dari waktu, uang, tenaga, pikiran, napsu...
Walau kadang gue nyesel,
beberapa dari itu gak bisa gue minta balik.
Mulai dari melek sampai merem lagi.
Mulai dari panas, hujan, panas lagi.
Gue gak bisa berhenti mikirin.
Segala cara udah gue lakuin.
Tapi untuk ngelupain kayaknya udah gak mungkin...
Gue sering dicambuk-cambuk!
Kadang diejek-ejek sampai gue bingung,
apa gue masih punya harga diri.
Sering juga gue dihina-hina sampai gue heran,
apa sih yang bikin dia begitu gede kepala.
Kalau gue masih ngejomblo sampai sekarang,
itu salah satunya pasti gara-gara dia.
Waktu yang lain bisa nonton dan jalan-jalan,
gue kencan sama dia.
Waktu yang lain belanja baju gaul di distro,
gue menggauli dia.
Posesif banget!
Berkali-kali gue tergoda untuk mengakhiri segalanya.
Tapi lebih sering gagalnya.
Malam gue bilang mau udahan.
Mau putus!
Eh pas paginya... gedubrak gedubruk!
Gue udah sama dia lagi!
Bener-bener gue dibikin gak berdaya.
Duit gue dihabisin.
Belum lagi waktu.
Dari Senin sampai Senin lagi,
semua diminta.
Semua diambil.
Dan... gobloknya, udah gue kasih semua.
Semua yang gue punya.
Dan mungkin semua yang tersisa.
Pun kalau itu mau diminta
akan gue kasih.
Yang gue minta cuma...
Tolong ikut gue kalau nanti
gue dipanggil sama Tuhan.
Karena yang tau semua ini
cuma kamu dan Dia.
Kertas, vcd, dvd, betacam sp, colour printer,
powerbook g4, kaset, mounting board
spray mount, digicam, dan awards.
Tolong jadi saksi gue.
Pas waktu gue cerita tentang hidup gue.
Hidup kita.
Hidup kita.
Iya bener... hidup kita.
Ini tulisan buat oom-oom dan tante CCI
Terima kasih buat inspirasinya.
Wednesday, February 23, 2005
Sunday, February 20, 2005
Tanda Tangan Penting Itu Pergi untuk Selamanya
Pas jam istirahat waktu gue masih di SMU Gonzaga,
dua orang temen gue ngomong:
"Gue sih maunya lulus tahun ini aja.
Biar yang tanda tangan di ijazah gue masih Romo Drost."
Gue bingung.
Kenapa tanda tangan itu begitu penting?
Gue tau siapa Romo Drost.
Tapi apa bedanya tanda tangan Romo Drost
dengan kepala sekolah yang lain?
Emangnya dengan tanda tangan Romo Drost
di ijazah memberi jaminan kesuksesan di hari depan?
Kebingungan itu gue simpen dalam hati.
Sampai hari Sabtu, 19/02/05, pukul 16.15, di Semarang
gue membaca koran bahwa Romo Drost meninggal.
Gak tau kenapa gue terdiam.
Yang gue cuma inget sebuah percakapan waktu
Romo Drost menandatangi rapor gue.
Dia bertanya:
"Mau jadi apa nanti?"
Gue jawab:
"Mau belajar desain grafis."
"Wah bagus itu, kalau gitu kamu mesti
belajar gambar. Cari ibu Rini (guru gambar-red.),
supaya dia bisa ngajarin gambar pulang sekolah.
Ekstra kurikuler."
Dari situlah segalanya berawal.
Gue belajar menggambar seminggu dua kali sama Ibu Rini.
Bikin garis-garis lurus. Tanpa penggaris.
Waktu kayak terbang mulai dari hari-hari bersama Ibu Rini.
Sampai akhirnya gue sekarang beneran jadi desainer grafis.
Sesudah membaca berita kepergian Romo Drost,
gak tau kenapa, gue jadi pengen liat ijazah gue.
Pengen memastikan,
apakah tanda tangan Romo Drost ada di situ.
Butuh 13 tahun untuk gue menyadari
bahwa Romo Drost adalah salah satu
bagian terpenting dalam sejarah hidup gue.
Kalau bukan karena dia, gue mungkin gak akan
pernah belajar membuat garis-garis lurus
tanpa penggaris dan bisa jadi gue gak jadi desainer grafis
dan bisa jadi gue gak menikmati hidup gue sekarang sebagai
orang iklan. Seperti hari ini.
Terima kasih Romo...
Selamat jalan.
Ad Maiorem Dei Gloriam!
Lulusan Kolese Gonzaga tahun 1992
dua orang temen gue ngomong:
"Gue sih maunya lulus tahun ini aja.
Biar yang tanda tangan di ijazah gue masih Romo Drost."
Gue bingung.
Kenapa tanda tangan itu begitu penting?
Gue tau siapa Romo Drost.
Tapi apa bedanya tanda tangan Romo Drost
dengan kepala sekolah yang lain?
Emangnya dengan tanda tangan Romo Drost
di ijazah memberi jaminan kesuksesan di hari depan?
Kebingungan itu gue simpen dalam hati.
Sampai hari Sabtu, 19/02/05, pukul 16.15, di Semarang
gue membaca koran bahwa Romo Drost meninggal.
Gak tau kenapa gue terdiam.
Yang gue cuma inget sebuah percakapan waktu
Romo Drost menandatangi rapor gue.
Dia bertanya:
"Mau jadi apa nanti?"
Gue jawab:
"Mau belajar desain grafis."
"Wah bagus itu, kalau gitu kamu mesti
belajar gambar. Cari ibu Rini (guru gambar-red.),
supaya dia bisa ngajarin gambar pulang sekolah.
Ekstra kurikuler."
Dari situlah segalanya berawal.
Gue belajar menggambar seminggu dua kali sama Ibu Rini.
Bikin garis-garis lurus. Tanpa penggaris.
Waktu kayak terbang mulai dari hari-hari bersama Ibu Rini.
Sampai akhirnya gue sekarang beneran jadi desainer grafis.
Sesudah membaca berita kepergian Romo Drost,
gak tau kenapa, gue jadi pengen liat ijazah gue.
Pengen memastikan,
apakah tanda tangan Romo Drost ada di situ.
Butuh 13 tahun untuk gue menyadari
bahwa Romo Drost adalah salah satu
bagian terpenting dalam sejarah hidup gue.
Kalau bukan karena dia, gue mungkin gak akan
pernah belajar membuat garis-garis lurus
tanpa penggaris dan bisa jadi gue gak jadi desainer grafis
dan bisa jadi gue gak menikmati hidup gue sekarang sebagai
orang iklan. Seperti hari ini.
Terima kasih Romo...
Selamat jalan.
Ad Maiorem Dei Gloriam!
Lulusan Kolese Gonzaga tahun 1992
STIKOM LSPR ‘Advertising Students’ ‘LOOK AD ME’
STIKOM LSPR Batch V Semester 7 Advertising students Senior Project was a real exciting affair this year: the theme was “Look Ad Me“.
They put on a big all-day event at Kebon Sirih Building – Auditorium, cooperating with ad students from such other universities as Trisakti, Bina Nusantara, ITKP, and Paramadina Mulya.
Creative expression flowered in some one hundred advertisements, emerging from the ad brains of various universities including IKJ, Interstudy, IISIP Gunadarma, University of Indonesia and Esa Unggul.
Seminar sessions with professional practitioners were also valuable for those in attendance. The first session “ How To Create a Creativity “ the subtopic of this discussion is Creating Creativity. Speaker for this session was Mr. Ricky Pesik from PPPI – DKI also the Managing Director of “ Satu Citra “ Advertising. Later in the afternoon came the second session “ Creativity in PSA – Public Service Announcement “. This time the speaker is Mr. Glenn Marsalim, Creative Director of “ Ogilvyone “ Advertising Agency.
Introducing the event was The Director of STIKOM LSPR, Mrs. Prita Kemal Gani, MBA, AMIPR (UK).
Also present were other LSPR notables, including Ms. Angelina Cabrido Seager, Dean Department of Advertising & Mass Communications Studies, Mr. Ravi Makhija Deputy Dean Departiment of Mass Communications & Department of Advertising Studies, Ms. Chrisdina, Associate Dean, Department of Advertising Studies, Ms. Herlina Saragih Mr. Don Bosco, Student Council for Department Marketing and Public Relations.
Ad designs were grouped into categories such as: Social Awareness about Abortion, Anti-Drugs Campaign, and AIDS Prevention.
We hope to see another such successful cross-university event emerging from the Student Advertising Committee in the near future. Good show, guys and gals!!
They put on a big all-day event at Kebon Sirih Building – Auditorium, cooperating with ad students from such other universities as Trisakti, Bina Nusantara, ITKP, and Paramadina Mulya.
Creative expression flowered in some one hundred advertisements, emerging from the ad brains of various universities including IKJ, Interstudy, IISIP Gunadarma, University of Indonesia and Esa Unggul.
Seminar sessions with professional practitioners were also valuable for those in attendance. The first session “ How To Create a Creativity “ the subtopic of this discussion is Creating Creativity. Speaker for this session was Mr. Ricky Pesik from PPPI – DKI also the Managing Director of “ Satu Citra “ Advertising. Later in the afternoon came the second session “ Creativity in PSA – Public Service Announcement “. This time the speaker is Mr. Glenn Marsalim, Creative Director of “ Ogilvyone “ Advertising Agency.
Introducing the event was The Director of STIKOM LSPR, Mrs. Prita Kemal Gani, MBA, AMIPR (UK).
Also present were other LSPR notables, including Ms. Angelina Cabrido Seager, Dean Department of Advertising & Mass Communications Studies, Mr. Ravi Makhija Deputy Dean Departiment of Mass Communications & Department of Advertising Studies, Ms. Chrisdina, Associate Dean, Department of Advertising Studies, Ms. Herlina Saragih Mr. Don Bosco, Student Council for Department Marketing and Public Relations.
Ad designs were grouped into categories such as: Social Awareness about Abortion, Anti-Drugs Campaign, and AIDS Prevention.
We hope to see another such successful cross-university event emerging from the Student Advertising Committee in the near future. Good show, guys and gals!!
Tuesday, February 15, 2005
Kapan Pakai Otak
"Kan dari dulu udah dibilangin.
Jangan kebanyakan nanya.
Kalau semua ditanya, semua dibingungin,
hidup kamu gak akan enak.
Serba bingung. Pusing.
Ini bukan itu bukan ini salah itu salah!
Hasilnya terus apa?!"
"Kan dari dulu udah dibilangin.
Ngapain sekolah desain grafis.
Coba kalau dulu ambil MBA.
Sekarang kan lebih besar kebutuhannya.
Nyari kerja lebih gampang dan duit lebih banyak.
Coba liat sekarang.
Bisa apa?
Kerja sampe pagi. Sabtu Minggu juga kerja.
Duitnya mana? Mana?!"
"Kan dari dulu udah dibilangin.
Jangan dibuang-buang duit.
Eh ini malah asik-asik bikin scam ads!
Kamu bisa kenyang apa makan tuh iklan tv?
Bisa tuh iklan majalah dijadiin sop?
Kan mendingan ditabung buat beli rumah!
Tambah tua kok ya bukan tambah dewasa!
Mau sampai kapan?!"
"Kan dari dulu udah dibilangin.
Jangan sekali-sekali main sama pria beristri!
Bukan masalah dosanya.
Tapi karma.
Sekarang kalau mereka cerai gara-gara kamu gimana?
Kalau kamu kena tulah gimana?
Mau kalau pacar kamu diambil orang?!"
"Kan dari dulu udah dibilangin.
Kalau mau main sex, gak usah pake perasaan!
Jangan dikira malam ini dia tidur sama kamu,
terus besok nama kamu diinget!
Bedain dong badan dan nafsu!
Kalau kamu jadi kepayang gini
sementara dia udah main sama yang lain,
siapa yang susah?! Siapa?!"
"Semua-semua mesti pake perasaan.
Semua, mesti pake perasaan.
Kapan kamu pake otak!
Kapan?!"
Jangan kebanyakan nanya.
Kalau semua ditanya, semua dibingungin,
hidup kamu gak akan enak.
Serba bingung. Pusing.
Ini bukan itu bukan ini salah itu salah!
Hasilnya terus apa?!"
"Kan dari dulu udah dibilangin.
Ngapain sekolah desain grafis.
Coba kalau dulu ambil MBA.
Sekarang kan lebih besar kebutuhannya.
Nyari kerja lebih gampang dan duit lebih banyak.
Coba liat sekarang.
Bisa apa?
Kerja sampe pagi. Sabtu Minggu juga kerja.
Duitnya mana? Mana?!"
"Kan dari dulu udah dibilangin.
Jangan dibuang-buang duit.
Eh ini malah asik-asik bikin scam ads!
Kamu bisa kenyang apa makan tuh iklan tv?
Bisa tuh iklan majalah dijadiin sop?
Kan mendingan ditabung buat beli rumah!
Tambah tua kok ya bukan tambah dewasa!
Mau sampai kapan?!"
"Kan dari dulu udah dibilangin.
Jangan sekali-sekali main sama pria beristri!
Bukan masalah dosanya.
Tapi karma.
Sekarang kalau mereka cerai gara-gara kamu gimana?
Kalau kamu kena tulah gimana?
Mau kalau pacar kamu diambil orang?!"
"Kan dari dulu udah dibilangin.
Kalau mau main sex, gak usah pake perasaan!
Jangan dikira malam ini dia tidur sama kamu,
terus besok nama kamu diinget!
Bedain dong badan dan nafsu!
Kalau kamu jadi kepayang gini
sementara dia udah main sama yang lain,
siapa yang susah?! Siapa?!"
"Semua-semua mesti pake perasaan.
Semua, mesti pake perasaan.
Kapan kamu pake otak!
Kapan?!"
Monday, February 14, 2005
'Are the police afraid of militants?'
City News - October 26, 2004
Following the vandalizing of several nightspots in Greater Jakarta during Ramadhan by militant groups, the U.S. Embassy has warned its citizens to take precautions by avoiding stand-alone bars, clubs and nightclubs. Despite criticism of such violent raids, no legal action has been taken against the groups. The Jakarta Post asked some residents about their views on the issue.
Glenn Marsalim, 31, is a creative director at an ads agency on Jl. Sudirman, Central Jakarta. He lives in Kebayoran Baru, South Jakarta:
I see that recurring vandalism every Ramadhan has become a tradition. It happens every year, and, therefore, the businesspeople should have been prepared for it.
Do you notice that the night spots raided are the same as in previous years'?
The businesspeople should have closed their premises as required by law. They should have been aware that this would have happened.
I myself do not go to any entertainment spots during Ramadhan to avoid the predictable vandalism. There's nothing wrong with taking a one-month break from visiting entertainment venues. I expect my friends to do the same.
Paulina, 30, is a civil engineer who works with a contractor in South Jakarta. She lives with his husband and daughter in Cinere, also in South Jakarta:
These incidents reflect that the authority of the police is not acknowledged by these militant groups.
They argue that they take these actions because the police have done nothing about nightspots which violate the regulations on opening hours. But, we can see that these people picked their targets subjectively as they also smashed up restaurants that were closed.
I also read in the newspapers that the police were actually there watching the raids, but did nothing. Are they afraid of these people, who are blatantly violating the law by disturbing the peace and damaging the property of others. Or, are they all in cahoots?
So, whatever the police do now, it's too late. They have become a laughing stock at the hands of these groups.
--The Jakarta Post
Following the vandalizing of several nightspots in Greater Jakarta during Ramadhan by militant groups, the U.S. Embassy has warned its citizens to take precautions by avoiding stand-alone bars, clubs and nightclubs. Despite criticism of such violent raids, no legal action has been taken against the groups. The Jakarta Post asked some residents about their views on the issue.
Glenn Marsalim, 31, is a creative director at an ads agency on Jl. Sudirman, Central Jakarta. He lives in Kebayoran Baru, South Jakarta:
I see that recurring vandalism every Ramadhan has become a tradition. It happens every year, and, therefore, the businesspeople should have been prepared for it.
Do you notice that the night spots raided are the same as in previous years'?
The businesspeople should have closed their premises as required by law. They should have been aware that this would have happened.
I myself do not go to any entertainment spots during Ramadhan to avoid the predictable vandalism. There's nothing wrong with taking a one-month break from visiting entertainment venues. I expect my friends to do the same.
Paulina, 30, is a civil engineer who works with a contractor in South Jakarta. She lives with his husband and daughter in Cinere, also in South Jakarta:
These incidents reflect that the authority of the police is not acknowledged by these militant groups.
They argue that they take these actions because the police have done nothing about nightspots which violate the regulations on opening hours. But, we can see that these people picked their targets subjectively as they also smashed up restaurants that were closed.
I also read in the newspapers that the police were actually there watching the raids, but did nothing. Are they afraid of these people, who are blatantly violating the law by disturbing the peace and damaging the property of others. Or, are they all in cahoots?
So, whatever the police do now, it's too late. They have become a laughing stock at the hands of these groups.
--The Jakarta Post
Percakapan Cinta
Gue cuma sering denger orang ngomong cinta.
Tapi gue gak tau kayak apa sih rasanya jatuh cinta.
Gue sering nulis cerita cinta.
Tapi gue belum pernah ngerasain cinta.
Gue menulis puisi cinta.
Tapi gue gak tau apa sih cinta itu...
Dan kalau loe tanya gue:
"Mau gak jatuh cinta?"
Gue akan jawab
"Mau."
"Kenapa?"
"Gue pengen tau aja.”
“Kenapa loe pengen tau?”
“Abis kelihatannya enak kalau orang lagi jatuh cinta.”
“Kenapa loe gak pernah jatuh cinta?”
“Gak tau.”
“Loe aja yang pemilih kali…”
“Gue milih? Emang loe bisa memilih cinta?”
“Ergh… enggak sih”
“Emang loe bisa tau kapan loe jatuh cinta?”
“Ergh… enggak juga sih….”
“Emang loe bisa pengen jatuh cinta?”
“Ergh… enggak sih!”
“Kalau gitu cinta yang memilih loe?”
“Iya.”
“Kalau gitu, kenapa gak pasrah aja sama cinta?”
“Gimana caranya pasrah sama cinta kalau tau cinta aja kagak?”
“Emang loe tau cinta itu apa?”
“Ergh… enggak sih…”
“Loh katanya loe udah jatuh cinta…”
“Iya, tapi kalau disuruh berkata-kata, gue gak bisa!”
“Kenapa gak bisa?”
“Karena… gue cuma bisa ngerasain…”
“Ngerasain apa? Apa yang loe rasain?”
“Ada deg-degannya, ada sedihnya, ada senengnya, ada segala macem rasa!”
“Jadi maksud loe cinta itu akumulasi dari semua perasaan itu?”
“Ada lebihnya…. Lebihnya adalah ada orang lain yang loe ajak berbagi perasaan itu.”
“Berbagi? Apa yang mau dibagi?”
“Semua. Semuanya itu.”
“Kalau gitu gue cinta dong sama loe!”
“Kok?!”
“Gue selalu berbagi perasaan gue sama loe.”
“Kalau gitu gue juga cinta dong sama loe?”
“Kok?!”
“Karena gue membiarkan loe berbagi perasaan sama gue.”
“Jadi gue sebenarnya pernah jatuh cinta?”
“Pernah.”
“Jadi gue pernah ngerasain apa itu cinta?”
“Pernah.”
“Jadi gue pernah tau kayak apa enaknya cinta?”
“Pernah.”
“Lah bedanya gue sama yang lain?”
“Loe ngebahas cinta. Yang lain merasakan.”
“…”
hari valentine 2005
buat fey,
dengan cinta,
glenn
Tapi gue gak tau kayak apa sih rasanya jatuh cinta.
Gue sering nulis cerita cinta.
Tapi gue belum pernah ngerasain cinta.
Gue menulis puisi cinta.
Tapi gue gak tau apa sih cinta itu...
Dan kalau loe tanya gue:
"Mau gak jatuh cinta?"
Gue akan jawab
"Mau."
"Kenapa?"
"Gue pengen tau aja.”
“Kenapa loe pengen tau?”
“Abis kelihatannya enak kalau orang lagi jatuh cinta.”
“Kenapa loe gak pernah jatuh cinta?”
“Gak tau.”
“Loe aja yang pemilih kali…”
“Gue milih? Emang loe bisa memilih cinta?”
“Ergh… enggak sih”
“Emang loe bisa tau kapan loe jatuh cinta?”
“Ergh… enggak juga sih….”
“Emang loe bisa pengen jatuh cinta?”
“Ergh… enggak sih!”
“Kalau gitu cinta yang memilih loe?”
“Iya.”
“Kalau gitu, kenapa gak pasrah aja sama cinta?”
“Gimana caranya pasrah sama cinta kalau tau cinta aja kagak?”
“Emang loe tau cinta itu apa?”
“Ergh… enggak sih…”
“Loh katanya loe udah jatuh cinta…”
“Iya, tapi kalau disuruh berkata-kata, gue gak bisa!”
“Kenapa gak bisa?”
“Karena… gue cuma bisa ngerasain…”
“Ngerasain apa? Apa yang loe rasain?”
“Ada deg-degannya, ada sedihnya, ada senengnya, ada segala macem rasa!”
“Jadi maksud loe cinta itu akumulasi dari semua perasaan itu?”
“Ada lebihnya…. Lebihnya adalah ada orang lain yang loe ajak berbagi perasaan itu.”
“Berbagi? Apa yang mau dibagi?”
“Semua. Semuanya itu.”
“Kalau gitu gue cinta dong sama loe!”
“Kok?!”
“Gue selalu berbagi perasaan gue sama loe.”
“Kalau gitu gue juga cinta dong sama loe?”
“Kok?!”
“Karena gue membiarkan loe berbagi perasaan sama gue.”
“Jadi gue sebenarnya pernah jatuh cinta?”
“Pernah.”
“Jadi gue pernah ngerasain apa itu cinta?”
“Pernah.”
“Jadi gue pernah tau kayak apa enaknya cinta?”
“Pernah.”
“Lah bedanya gue sama yang lain?”
“Loe ngebahas cinta. Yang lain merasakan.”
“…”
hari valentine 2005
buat fey,
dengan cinta,
glenn
Sunday, February 06, 2005
Komentar Mbak Pargi Tersayang...
Setiap malam, pas sampe rumah,
selalu ada Mbak Pargi lagi nonton televisi di garasi.
Mbak Pargi itu pembantu rumah gue.
Rambutnya hitam dan panjang, gara-gara pake SunSilk.
Kulitnya hitam dan badannya kurus, gara-gara sering dibudakin sama tuannya.
Nah, pas gue turun dari mobil dan ketangkep dia lagi nonton iklan, gue sering tanya
"Mbak... itu iklan apaan sih?"
berikut jawaban-jawabannya yang bikin gue sering senyum-senyum sendiri...
Rexona Kupu-Kupu
"Oh... Itu Rexona mengandung sari kupu-kupu..."
Surf Teaser Promo
"Cuciannya banyak, makanya mesti punya Surf banyak..."
Danamon Mobil
"Yang perempuan kan menang mobil dari Danamon, sama suaminya disuruh balikin.
Rumahnya gak cukup. Suruh minta mentahnya aja. Suaminya karyawan Danamon."
Vaseline
"Istrinya lagi pura-pura main sinetron..."
Molto Koor Anak
"Kalau bajunya dipakein Molto, anaknya bisa jadi penyanyi..."
Pond's Collage
"Itu cewek ditinggal pacarnya ke luar negeri...Ya kaaan... Tuh bener!
Itu kan lagunya Chrisye"
Surf Cium Tangan
"Anaknya sayang sama ibunya. Eh bukan... anaknya males ke sekolah!"
Molto Nina Bobo
"Bapaknya itu penyanyi... Lagi nidurin anaknya..."
Dji Sam Soe
"Ah itu kan cuman bintang pelem... pura-puranya disuruh nebak cengkeh..."
Entar ya gue tambahin lagi kalau inget atau ada yang baru.
Yang pasti Mbak Pargi selalu bangga dengan jawabannya.
Dan gue selalu berpikir keras mendengar jawabannya.
selalu ada Mbak Pargi lagi nonton televisi di garasi.
Mbak Pargi itu pembantu rumah gue.
Rambutnya hitam dan panjang, gara-gara pake SunSilk.
Kulitnya hitam dan badannya kurus, gara-gara sering dibudakin sama tuannya.
Nah, pas gue turun dari mobil dan ketangkep dia lagi nonton iklan, gue sering tanya
"Mbak... itu iklan apaan sih?"
berikut jawaban-jawabannya yang bikin gue sering senyum-senyum sendiri...
Rexona Kupu-Kupu
"Oh... Itu Rexona mengandung sari kupu-kupu..."
Surf Teaser Promo
"Cuciannya banyak, makanya mesti punya Surf banyak..."
Danamon Mobil
"Yang perempuan kan menang mobil dari Danamon, sama suaminya disuruh balikin.
Rumahnya gak cukup. Suruh minta mentahnya aja. Suaminya karyawan Danamon."
Vaseline
"Istrinya lagi pura-pura main sinetron..."
Molto Koor Anak
"Kalau bajunya dipakein Molto, anaknya bisa jadi penyanyi..."
Pond's Collage
"Itu cewek ditinggal pacarnya ke luar negeri...Ya kaaan... Tuh bener!
Itu kan lagunya Chrisye"
Surf Cium Tangan
"Anaknya sayang sama ibunya. Eh bukan... anaknya males ke sekolah!"
Molto Nina Bobo
"Bapaknya itu penyanyi... Lagi nidurin anaknya..."
Dji Sam Soe
"Ah itu kan cuman bintang pelem... pura-puranya disuruh nebak cengkeh..."
Entar ya gue tambahin lagi kalau inget atau ada yang baru.
Yang pasti Mbak Pargi selalu bangga dengan jawabannya.
Dan gue selalu berpikir keras mendengar jawabannya.
Study Hard Play Hard
Dari Diskomfest 2004 di Yogyakarta
Oleh: Obed Wicandra*
Mulai 23-25 September 2004, DKV UK Petra diundang oleh Institut Seni Indonesia (ISI) Yogyakarta jurusan Diskomvis untuk berpartisipasi dalam acara Diskomfest 2004. Acara yang bertempat di Benteng Vredeburg ini dimaksudkan sebagai ajang festival mahasiswa Desain Komunikasi Visual. Acaranya meliputi pameran, seminar, workshop, pemutaran film-film iklan dan musik.
DKV Petra diminta berpartisipasi dengan memajang karya-karya terbaik sebanyak 6 karya. Dosen yang berangkat mendampingi 20 mahasiswa yaitu Deddi Duto H, S.Sn, Budi Prasetyadi, S.Sn dan Obed Bima W, S.Sn memilih karya terbaik dari mata kuliah DKV 5. Karya sebanyak 6 buah itulah yang dianggap layak dan berhak untuk ditampilkan di event yang heboh itu.
Dengan mengusung tema "Study Hard, Play Hard", acara dibuka dengan motion graphic yang keren abis!!! Bentuk animasi yang sekarang lagi ngetrend dan sudah banyak dipakai sebagai eksekusi video klipnya grup-grup band alternatif dunia mampu ditampilkan dengan apik dan dibuat oleh mahasiswa lokal seperti ISI Jogjakarta.
Meski begitu karya yang dibawa dari Petra juga mampu menimbulkan decak kagum penonton Diskomfest dari seantero Jogja. Dan tak kurang pakar iklan seperti Gandhy Suryoto (Executive Creative Director Dentsu Jakarta), Glenn Marsalim (Creative Director OgilvyOne Worldwide Jakarta) dan Jeanny Hardono (Ketua Creative Circle Indonesia) mengatakan, bahwa karya print ad yang dibawa Petra di Diskomfest ini mampu membuka mata dunia pendidikan Deskomvis. Bahwa di pendidikan Deskomvis harus selalu ditekankan mengenai eksplorasi ide yang out the border atau harus mampu keluar dari batasan-batasan kewajaran. Karena memang dari situ identitas seorang kreatif bisa dibaca dan DKV Petra mampu menampilkannya!
Di sela-sela acara ini, kami mengunjungi perusahaan lokal yang menasional, seperti Petak Umpet Advertising yang berjaya di Pinasthika AdFest dan Outmagz, sebuah penerbitan majalah gaya hidup dan musik yang mengedepankan desain grafis. Di kedua tempat itulah, mahasiswa sekaligus berdiskusi dan melakukan pembelajaran.
Acara penutupan juga tidak kurang hebohnya, grup-grup musik yang tampil hampir semuanya meneriakkan nama kampus kita. Sambutan hangat dari mereka membuktikan bahwa persaudaraan yang terjalin selama ini harus selalu dipertahankan. Seperti ungkapan vokalis dari KorNchonk Chaos, "…saya ingin menyambut dulu dari Jawa Timur!!! Petraaaaaaaaaaaaaa!!!" Tak ayal, anak-anak Petra pun merangsek maju ke depan menyambut hangat sambutan mereka. Sampai jumpa di Surabaya, kami menunggu ISI Jogja di KMDGI 6 tahun 2005!!!
* Penulis adalah dosen DKV UK Petra
Oleh: Obed Wicandra*
Mulai 23-25 September 2004, DKV UK Petra diundang oleh Institut Seni Indonesia (ISI) Yogyakarta jurusan Diskomvis untuk berpartisipasi dalam acara Diskomfest 2004. Acara yang bertempat di Benteng Vredeburg ini dimaksudkan sebagai ajang festival mahasiswa Desain Komunikasi Visual. Acaranya meliputi pameran, seminar, workshop, pemutaran film-film iklan dan musik.
DKV Petra diminta berpartisipasi dengan memajang karya-karya terbaik sebanyak 6 karya. Dosen yang berangkat mendampingi 20 mahasiswa yaitu Deddi Duto H, S.Sn, Budi Prasetyadi, S.Sn dan Obed Bima W, S.Sn memilih karya terbaik dari mata kuliah DKV 5. Karya sebanyak 6 buah itulah yang dianggap layak dan berhak untuk ditampilkan di event yang heboh itu.
Dengan mengusung tema "Study Hard, Play Hard", acara dibuka dengan motion graphic yang keren abis!!! Bentuk animasi yang sekarang lagi ngetrend dan sudah banyak dipakai sebagai eksekusi video klipnya grup-grup band alternatif dunia mampu ditampilkan dengan apik dan dibuat oleh mahasiswa lokal seperti ISI Jogjakarta.
Meski begitu karya yang dibawa dari Petra juga mampu menimbulkan decak kagum penonton Diskomfest dari seantero Jogja. Dan tak kurang pakar iklan seperti Gandhy Suryoto (Executive Creative Director Dentsu Jakarta), Glenn Marsalim (Creative Director OgilvyOne Worldwide Jakarta) dan Jeanny Hardono (Ketua Creative Circle Indonesia) mengatakan, bahwa karya print ad yang dibawa Petra di Diskomfest ini mampu membuka mata dunia pendidikan Deskomvis. Bahwa di pendidikan Deskomvis harus selalu ditekankan mengenai eksplorasi ide yang out the border atau harus mampu keluar dari batasan-batasan kewajaran. Karena memang dari situ identitas seorang kreatif bisa dibaca dan DKV Petra mampu menampilkannya!
Di sela-sela acara ini, kami mengunjungi perusahaan lokal yang menasional, seperti Petak Umpet Advertising yang berjaya di Pinasthika AdFest dan Outmagz, sebuah penerbitan majalah gaya hidup dan musik yang mengedepankan desain grafis. Di kedua tempat itulah, mahasiswa sekaligus berdiskusi dan melakukan pembelajaran.
Acara penutupan juga tidak kurang hebohnya, grup-grup musik yang tampil hampir semuanya meneriakkan nama kampus kita. Sambutan hangat dari mereka membuktikan bahwa persaudaraan yang terjalin selama ini harus selalu dipertahankan. Seperti ungkapan vokalis dari KorNchonk Chaos, "…saya ingin menyambut dulu dari Jawa Timur!!! Petraaaaaaaaaaaaaa!!!" Tak ayal, anak-anak Petra pun merangsek maju ke depan menyambut hangat sambutan mereka. Sampai jumpa di Surabaya, kami menunggu ISI Jogja di KMDGI 6 tahun 2005!!!
* Penulis adalah dosen DKV UK Petra
Ketika Mbak Pargi Berkata Jujur
Sabtu sore itu,
gue sama Mbak Pargi duduk di garasi
sambil nonton tv.
Dia nonton sambil sembahyang pegang tasbih,
gue nonton sambil baca buku Asian Brandingnya Ian Batey.
Terus, tau-tau Mbak pargi bertanya:
"Mas... aku tuh kalau nonton sinetron maunya gak ada iklannya.
Bisa gak sih..."
Gue jawab:
"Terus kalau gak ada iklan, siapa yang mau bayarin acaranya.
Bikin acara gitu kan pake duit..."
"Oh gitu ya... jadi ini iklan-iklan bayar?"
"Iya dong..."
Terus Mbak Pargi terdiam sejenak. Seolah berpikir.
Sambil tangannya terus menghitung tasbih.
"Mas, bisa gak ya... kalau iklannya dikumpulin aja...".
"Huh?! Maksudnya?"
"Iya... jadi kalau pas acara nih ya... ya udah acaraaaaa terus.
Nanti pas iklan, iklaaaaan terus. Gitu!
Jadi yang mau nonton acara bisa nonton pol,
tapi iklannya tetep ada."
Gue diem.
Yang Mbak Pargi inginkan adalah adanya
kebebasan untuk bisa memilih.
Mau nonton acara atau nonton iklan.
Mbak Pargi gak perlu tau soal seni interupsi.
Tapi acara televisi adalah hiburan paling dinantikan.
Satu-satunya bintang terang dalam kehidupannya yang sederhana.
Sehingga Mbak Pargi pun berhak menikmatinya secara utuh.
Senin-nya, gue ngantor seperti biasa.
Dan jadwal pertama gue adalah interview calon art director.
Dia dari sebuah agency kecil.
Gue tanya:
"Kenapa sih mau join OgilvyOne?"
Dia jawab:
"Saya pengen bikin iklan TV mas."
"Kenapa iklan TV?"
"I need a recognition untuk bisa maju."
DHUAR!!!!! Dunia gue meledak berkeping-keping dan setiap
kepingnya ada serpihan muka Mbak Pargi.
Dasar insan periklanan!
Cuma tau bikin iklan!
Cuma tau iklan itu: Above The Line dan Below The Line!
Si dungu siapa yang menciptakan istilah-istilah gak penting ini?!
Yang kayak gini kok ngomongin international award!
Gih sana! Jadi katak dalam tempurung! Gue gak ikutan!
gue sama Mbak Pargi duduk di garasi
sambil nonton tv.
Dia nonton sambil sembahyang pegang tasbih,
gue nonton sambil baca buku Asian Brandingnya Ian Batey.
Terus, tau-tau Mbak pargi bertanya:
"Mas... aku tuh kalau nonton sinetron maunya gak ada iklannya.
Bisa gak sih..."
Gue jawab:
"Terus kalau gak ada iklan, siapa yang mau bayarin acaranya.
Bikin acara gitu kan pake duit..."
"Oh gitu ya... jadi ini iklan-iklan bayar?"
"Iya dong..."
Terus Mbak Pargi terdiam sejenak. Seolah berpikir.
Sambil tangannya terus menghitung tasbih.
"Mas, bisa gak ya... kalau iklannya dikumpulin aja...".
"Huh?! Maksudnya?"
"Iya... jadi kalau pas acara nih ya... ya udah acaraaaaa terus.
Nanti pas iklan, iklaaaaan terus. Gitu!
Jadi yang mau nonton acara bisa nonton pol,
tapi iklannya tetep ada."
Gue diem.
Yang Mbak Pargi inginkan adalah adanya
kebebasan untuk bisa memilih.
Mau nonton acara atau nonton iklan.
Mbak Pargi gak perlu tau soal seni interupsi.
Tapi acara televisi adalah hiburan paling dinantikan.
Satu-satunya bintang terang dalam kehidupannya yang sederhana.
Sehingga Mbak Pargi pun berhak menikmatinya secara utuh.
Senin-nya, gue ngantor seperti biasa.
Dan jadwal pertama gue adalah interview calon art director.
Dia dari sebuah agency kecil.
Gue tanya:
"Kenapa sih mau join OgilvyOne?"
Dia jawab:
"Saya pengen bikin iklan TV mas."
"Kenapa iklan TV?"
"I need a recognition untuk bisa maju."
DHUAR!!!!! Dunia gue meledak berkeping-keping dan setiap
kepingnya ada serpihan muka Mbak Pargi.
Dasar insan periklanan!
Cuma tau bikin iklan!
Cuma tau iklan itu: Above The Line dan Below The Line!
Si dungu siapa yang menciptakan istilah-istilah gak penting ini?!
Yang kayak gini kok ngomongin international award!
Gih sana! Jadi katak dalam tempurung! Gue gak ikutan!
Perjalanan Itu Masih Panjang
Di tengah keruwetan pitching,
gue menyempatkan diri untuk pergi ke Jogja.
Ini adalah kesempatan kedua buat gue
untuk kenalan dan ngobrol-ngobrol
dengan para mahasiswa DesKomVis.
Kepergian kali ini,
benar-benar membuka mata gue
bahwa masih banyak sekali Pe-eR buat orang iklan
untuk menaikkan standar kualitas iklan kita.
Bukan hanya soal kreatifitas,
tapi se-basic kualitas manusia-nya.
Kualitas yang bikin iklannya.
Dua minggu yang lalu, gue sempet bertemu
dengan teman lama.
Dia orang Indonesia, kerja di Singapura.
Dia sekarang junior art director (umur 24)
di sebuah biro iklan mentereng di Singapura.
Kita ngobrol-ngobrol soal iklan.
Ya ampun bo.... Gue harus akui, dia bersinar.
Pendapat dan pemahamannya soal iklan, benar-benar
mengagumkan.
"Kayaknya, iklan sedang mengalami suatu perubahan
dahsyat.
Dimana pemahaman-pemahaman lama sedang digoncang.
Kita selalu ngomong, iklan gak ada hubungannya
dengan penjualan.
Duh, jujur aja deh... mana ada sih klien yang mau
menghamburkan
duit buat iklan, kalau impact penjualannya gak
langsung terasa.
Kita kan lagi krisis. Seluruh dunia lagi krisis.
Bahkan brand-brand besar pun sekarang sedang
mengais-ngais
ngumpulin recehan untuk bisa bertahan.
Coca-cola misalnya. Gak banyak lagi iklan brand-nya.
Lebih banyak promo.
One more thing Glenn, konsumen juga berubah. Mereka
bukan hanya
muak liat iklan. Tapi mereka perlahan memasang tameng
agar tidak terperdaya oleh iklan" kata dia.
Lepas dari setuju atau tidak setuju dengan
pendapatnya.
Menurut gue, hanya orang berkualitas yang
bisa memaparkan sebuah pikiran dengan lugas
dan didukung dengan keyakinannya yang jernih.
Sementara, kalau kita dengar anak umur 24 di Indonesia
masih
bertanya "apa bedanya sih ide dan eksekusi?"
Sepertinya, gue harus mengakui.
Kita belum pantas menang Adfest.
Kalaupun menang, itu hanya sebuah kemujuran.
Karena kualitas kita, kualitas manusianya,
belum kualitas Adfest.
gue menyempatkan diri untuk pergi ke Jogja.
Ini adalah kesempatan kedua buat gue
untuk kenalan dan ngobrol-ngobrol
dengan para mahasiswa DesKomVis.
Kepergian kali ini,
benar-benar membuka mata gue
bahwa masih banyak sekali Pe-eR buat orang iklan
untuk menaikkan standar kualitas iklan kita.
Bukan hanya soal kreatifitas,
tapi se-basic kualitas manusia-nya.
Kualitas yang bikin iklannya.
Dua minggu yang lalu, gue sempet bertemu
dengan teman lama.
Dia orang Indonesia, kerja di Singapura.
Dia sekarang junior art director (umur 24)
di sebuah biro iklan mentereng di Singapura.
Kita ngobrol-ngobrol soal iklan.
Ya ampun bo.... Gue harus akui, dia bersinar.
Pendapat dan pemahamannya soal iklan, benar-benar
mengagumkan.
"Kayaknya, iklan sedang mengalami suatu perubahan
dahsyat.
Dimana pemahaman-pemahaman lama sedang digoncang.
Kita selalu ngomong, iklan gak ada hubungannya
dengan penjualan.
Duh, jujur aja deh... mana ada sih klien yang mau
menghamburkan
duit buat iklan, kalau impact penjualannya gak
langsung terasa.
Kita kan lagi krisis. Seluruh dunia lagi krisis.
Bahkan brand-brand besar pun sekarang sedang
mengais-ngais
ngumpulin recehan untuk bisa bertahan.
Coca-cola misalnya. Gak banyak lagi iklan brand-nya.
Lebih banyak promo.
One more thing Glenn, konsumen juga berubah. Mereka
bukan hanya
muak liat iklan. Tapi mereka perlahan memasang tameng
agar tidak terperdaya oleh iklan" kata dia.
Lepas dari setuju atau tidak setuju dengan
pendapatnya.
Menurut gue, hanya orang berkualitas yang
bisa memaparkan sebuah pikiran dengan lugas
dan didukung dengan keyakinannya yang jernih.
Sementara, kalau kita dengar anak umur 24 di Indonesia
masih
bertanya "apa bedanya sih ide dan eksekusi?"
Sepertinya, gue harus mengakui.
Kita belum pantas menang Adfest.
Kalaupun menang, itu hanya sebuah kemujuran.
Karena kualitas kita, kualitas manusianya,
belum kualitas Adfest.
Petuah Seorang Balerina
Suatu siang, saya berkesempatan
untuk ngobrol dengan penari balet terkenal dari Rusia.
Beliau mengunjungi kampus saya.
Rasanya seperti bertemu dengan dewi.
Keriput di wajahnya tak mampu
menutupi keanggunan balerina sejati.
Setiap geraknya adalah keindahan.
Dan yang masih melekat di hati saya
adalah sorotan matanya. Berisi. Berbinar.
Seolah hendak berkata "aku lah bintang!"
Ada beberapa petuah
yang sampai saat ini saya simpan dalam hati.
Tadinya mau saya simpan sendiri.
Tapi kata pepatah cina, semakin banyak ilmu yang kita bagikan,
semakin banyak ilmu didapat.
"Penari yang hebat, akan tetap mencuri perhatian walau Ia dibalik panggung sekalipun."
Kita sering ngamuk kalau ngerasa orang lain
mendapat kredit atas keberhasilan yang kita kerjakan.
"Kok CD naik panggung padahal gue yang bikin tuh iklan..."
Darling, tenang aja lah...
yang bagus akan kelihatan juga pada waktunya.
"Akan sangat menggelikan kalau penari mengikuti gerak lampu sorot.
Biarkan lampu sorotlah yang mengikuti penari yang menari dengan sepenuh hati."
Sering kita, orang iklan,
ngebet pengen cepet-cepet menang award dan menjadi sorotan.
Semua cara dilakukan. Sampe terkadang lupa untuk bekerja dengan sepenuh hati.
"Semua penari bisa melakukan gerakan yang sama.
Tapi alasan di balik gerakan lah yang membedakan.
Menari untuk diri sendiri atau untuk orang lain."
Kita sering bikin kerjaan yang masturbatif.
Lupa kalau kita bikin iklan buat orang lain.
Padahal orang lain lah yang menilai kerjaan kita.
"Di atas setiap panggung hanya boleh ada satu primadona.
Yang lain cuma embel-embel."
Di tengah persaingan orang iklan seperti sekarang...
jadi primadona iklan saya gak tau caranya.
Tapi kerja keras dan belajar sampe mampus sepertinya bisa memuluskan jalan.
untuk ngobrol dengan penari balet terkenal dari Rusia.
Beliau mengunjungi kampus saya.
Rasanya seperti bertemu dengan dewi.
Keriput di wajahnya tak mampu
menutupi keanggunan balerina sejati.
Setiap geraknya adalah keindahan.
Dan yang masih melekat di hati saya
adalah sorotan matanya. Berisi. Berbinar.
Seolah hendak berkata "aku lah bintang!"
Ada beberapa petuah
yang sampai saat ini saya simpan dalam hati.
Tadinya mau saya simpan sendiri.
Tapi kata pepatah cina, semakin banyak ilmu yang kita bagikan,
semakin banyak ilmu didapat.
"Penari yang hebat, akan tetap mencuri perhatian walau Ia dibalik panggung sekalipun."
Kita sering ngamuk kalau ngerasa orang lain
mendapat kredit atas keberhasilan yang kita kerjakan.
"Kok CD naik panggung padahal gue yang bikin tuh iklan..."
Darling, tenang aja lah...
yang bagus akan kelihatan juga pada waktunya.
"Akan sangat menggelikan kalau penari mengikuti gerak lampu sorot.
Biarkan lampu sorotlah yang mengikuti penari yang menari dengan sepenuh hati."
Sering kita, orang iklan,
ngebet pengen cepet-cepet menang award dan menjadi sorotan.
Semua cara dilakukan. Sampe terkadang lupa untuk bekerja dengan sepenuh hati.
"Semua penari bisa melakukan gerakan yang sama.
Tapi alasan di balik gerakan lah yang membedakan.
Menari untuk diri sendiri atau untuk orang lain."
Kita sering bikin kerjaan yang masturbatif.
Lupa kalau kita bikin iklan buat orang lain.
Padahal orang lain lah yang menilai kerjaan kita.
"Di atas setiap panggung hanya boleh ada satu primadona.
Yang lain cuma embel-embel."
Di tengah persaingan orang iklan seperti sekarang...
jadi primadona iklan saya gak tau caranya.
Tapi kerja keras dan belajar sampe mampus sepertinya bisa memuluskan jalan.
I will ask for nothing more.
I will ask for nothing more,
for what you have given is more than you should.
I will ask for nothing more,
For what you have given is beyond my word.
I shall try to hold the sun from falling,
For every night will just remind me of you.
I shall turn my mobile off,
For every ring it creates making me think of you
I shall turn on my TV and listen to the radio,
For every sound of a cricket say nothing but your name.
Fool for those who never learn.
And blessed for those who knows all knowledge.
Fool for those who never live their life.
And blessed for those who live life to the fullest.
Fool for those who never open their heart.
And blessed for those who has an open heart.
Which one are you,
Which one am I?
Why bother finding
If there is no you or I.
Which one is right,
Which one is wrong?
Why bother finding
If there is no right or wrong.
I will ask for nothing more.
Just trying to know if you are still mad at me.
I will ask for nothing more.
Just want to know if you are good.
I will ask for nothing more.
Just want you to know that you are in my heart.
For good.
for what you have given is more than you should.
I will ask for nothing more,
For what you have given is beyond my word.
I shall try to hold the sun from falling,
For every night will just remind me of you.
I shall turn my mobile off,
For every ring it creates making me think of you
I shall turn on my TV and listen to the radio,
For every sound of a cricket say nothing but your name.
Fool for those who never learn.
And blessed for those who knows all knowledge.
Fool for those who never live their life.
And blessed for those who live life to the fullest.
Fool for those who never open their heart.
And blessed for those who has an open heart.
Which one are you,
Which one am I?
Why bother finding
If there is no you or I.
Which one is right,
Which one is wrong?
Why bother finding
If there is no right or wrong.
I will ask for nothing more.
Just trying to know if you are still mad at me.
I will ask for nothing more.
Just want to know if you are good.
I will ask for nothing more.
Just want you to know that you are in my heart.
For good.
Women on top? Equality does not come from spouting slogans
Among the aggressive TV ad campaigns for the recent legislative election,
one made me cringe the way I do when I am watching a nasty horror flick.
The woman in the ad, while serving jamu (herbal tonic), said that she would
only cast her vote for a party with many women in its ranks.
I can understand that many of us want to see more woman representatives in
the legislature, and political parties are already supposed to apply a
minimum quota of women candidates.
But I believe that people should be picking the most reliable, competent
party and candidates, regardless of whether they are from Mars or Venus.
The ad struck me as ironic in a country where women's rights have long been
an issue, where women have had to deal with the chauvinistic and patriarchal
nature of society. By calling on women to vote for women only, aren't we
turning the clock back to a gender-centric era, except from the other
perspective?
If that is the case, as I believe it is, then where are the women's rights
activists when we need them?
Women right's activists today seem distracted from what they were fighting
for in the first place.
Their main task should be to open the minds of women to make them realize
that they have options in life and that they have the right to choose,
instead of accepting what this male-dominated society wants them to be.
But the ad, and the lack of any comment on it, reflects they are sleeping on
the job.
My view is the women activists, in their pursuit of their goals and their
conduct, alienate themselves from the general public -- including other
women.
Perhaps that is why their activities fail to register with the people.
Women activists here could learn a thing or two from the struggle of gay
activists in the West. In their pursuit of their rights, including to marry,
they have been determined but have made their campaign fun, lively, colorful
and open to others.
Here in Jakarta, women activists are gathering to light the candles before
an already pretty enlightened populace, while many other areas sadly remain
"in the dark".
Seemingly mundane issues -- the right of women to breastfeed in the
workplace, housemaids demanding and getting one-day off a week, pay
commensurate with their skills, for example -- are important in making a
better quality of life for women and working against discrimination.
Instead, for some, it seems the fight against discrimination becomes an
entirely personal cause without looking at the issues affecting other women.
If what they were fighting for in the first place was against the problem of
discrimination, then it is not a problem exclusive to women. So, women, as
the backbone of civilization, make it a movement based on humanity.
(Thanks to Hera & Baby for publishing my thought on The Jakarta Post)
one made me cringe the way I do when I am watching a nasty horror flick.
The woman in the ad, while serving jamu (herbal tonic), said that she would
only cast her vote for a party with many women in its ranks.
I can understand that many of us want to see more woman representatives in
the legislature, and political parties are already supposed to apply a
minimum quota of women candidates.
But I believe that people should be picking the most reliable, competent
party and candidates, regardless of whether they are from Mars or Venus.
The ad struck me as ironic in a country where women's rights have long been
an issue, where women have had to deal with the chauvinistic and patriarchal
nature of society. By calling on women to vote for women only, aren't we
turning the clock back to a gender-centric era, except from the other
perspective?
If that is the case, as I believe it is, then where are the women's rights
activists when we need them?
Women right's activists today seem distracted from what they were fighting
for in the first place.
Their main task should be to open the minds of women to make them realize
that they have options in life and that they have the right to choose,
instead of accepting what this male-dominated society wants them to be.
But the ad, and the lack of any comment on it, reflects they are sleeping on
the job.
My view is the women activists, in their pursuit of their goals and their
conduct, alienate themselves from the general public -- including other
women.
Perhaps that is why their activities fail to register with the people.
Women activists here could learn a thing or two from the struggle of gay
activists in the West. In their pursuit of their rights, including to marry,
they have been determined but have made their campaign fun, lively, colorful
and open to others.
Here in Jakarta, women activists are gathering to light the candles before
an already pretty enlightened populace, while many other areas sadly remain
"in the dark".
Seemingly mundane issues -- the right of women to breastfeed in the
workplace, housemaids demanding and getting one-day off a week, pay
commensurate with their skills, for example -- are important in making a
better quality of life for women and working against discrimination.
Instead, for some, it seems the fight against discrimination becomes an
entirely personal cause without looking at the issues affecting other women.
If what they were fighting for in the first place was against the problem of
discrimination, then it is not a problem exclusive to women. So, women, as
the backbone of civilization, make it a movement based on humanity.
(Thanks to Hera & Baby for publishing my thought on The Jakarta Post)
Ad images, and society, still give women no respect
Featured on April 18, 2004
Hera Diani, The Jakarta Post, Jakarta
The composite impression of the Indonesian woman in advertising in 2004 is that she is not so strong, certainly not invincible but she does suffer gladly and lives to please.
Some choice examples.
* An undeniably pretty young woman is still (somehow) sentenced to be the perennial wallflower until her skin is transformed several shades lighter. Oh, and make that wavy hair super straight.
* A wife sighs and smiles at her endearingly sloppy and unhelpful husband. Men, you gotta love 'em.
* What does a hungry boy find when he goes home from playing outside? There is go-getter mom, finding the time to do a quick batik pattern in between her household chores.
And more: Husband shouts at wifey to find his jacket, a bride freaks out as she cannot cook while hubby is a hog, a husband and his friend do a leering "the 'milk' is just right" as buxom mom hovers in the kitchen.
By and large, these representations -- sexist, stereotypical and seeming to hark back to a bygone age of the totally dependent woman -- continue to dominate the market.
The message is that femininity means becoming flawless beauties (skinny, straight hair and fair-as-can-be skin) through product consumption, using coquettish body language to attract the opposite sex and maintaining an aura of feminine innocence to remain sexy.
Of course, sex sells. But what on earth are a couple of scantily dressed women doing in a car paint ad?
According to Jean Kilbourne, an American activist against advertisements causing negative societal impact, the sexual images tie the product with women's basic desires, as if by buying the product, they are going to get not just sex, but love.
"Sexualizing women contributes to creating a society that has less trouble digesting violence against women. Ads also create impossible standards for women to live up to," said Kilbourne, a writer and award-winning documentary filmmaker, on the Internet.
Jeanny Hardono, creative director of Lowe Lintas, the local branch of Lowe Worldwide ad agency, acknowledged that using women's sexuality was the easiest way to create an ad.
"I believe that happens not only here, but all over the world as well," she told The Jakarta Post.
"Here, I must admit, advertisements still objectify women. Perhaps because not everyone is aware of a gender perspective, and the gender issue has yet to be on the agenda nor become a reference for advertisers and ad agencies," Jeanny told The Jakarta Post.
It's not just about objectifying women, but also taking advantage of women's insecurities, for instance, about having fair skin, which is the wish of most Asian women.
Believing that such ads are misogynistic, "Rossie", a senior copywriter at an ad agency, refuses to handle skin whitening products.
"Of all the beauty product ads, I think those for skin whitening products are the meanest of all. Because the bottom line is always that you won't get a guy unless you're white. Hair products don't always use that approach, but skin whitening products do," she said.
"Sadly, the product sells, because it's what Asian women want."
Aside from using women's sexuality, Rossie added that most ads still weigh on the formula of boy-meets-girl and boy-gets-girl, with most of the young women shown as shy and innocent -- the way society would like them to be.
"Attracting the opposite sex is another easy trick. But advertising people deny that they only want the easy way. The excuse then is human insight, that women want to be beautiful because they want to attract men," Rossie said.
Another excuse is that it is what clients want, or because it is in line with the research done by the client or the ad agency.
Glenn Marsalim, creative director of OgilvyOne (of Ogilvy & Mather international group), said research showed that public perceptions defined women as submissive and people pleasers.
"Do women feel like they are losing their dignity if they use skin whitening products or straighten their hair? No way," he argued.
According to Jeanny, however, the research is often abused to validate taking particular approaches, which results in a pattern for certain ads.
"Like bank ads must have men wearing ties, or detergent commercials always show housewives doing the laundry," she said.
The prevailing mentality is that it is good to stay in one's comfort zone, and better not step out if there is no example to follow.
No advertisers dare to be different, which Glenn also attributed to the monetary crisis and a reluctance to take risks.
"Besides, people are getting more individualistic right now. In the 1980s and early '90s, pop culture can still dictate and aspire people. Not now. There's no single trend right now."
However, if sex is the easiest trick in advertisements, it is still arguable if it will actually boost product sales.
"There are so many factors which can boost sales. Could be the price, good distribution, relevance to people's needs and interesting marketing. An ad induces trial, and works as shock power. If it has no relevance with the product, it only ends up as a cheap trick," Rossie said.
Women's rights organizations such as the Indonesian Women's Coalition have called upon ad agencies to sit down with them to enhance their gender sensitivity.
"We urge advertising agencies to start changing the social construction which is still against women. It's their role in educating society," said the Coalition's secretary general, Masruhah.
Rossie said that ultimately it was not the job of ad agencies to become gender awareness advocates, because they were merely taking from what the wants of society.
"Ad agencies are just an opportunist. They won't focus on skin whitening if people don't want the product. The responsibility of ad agency is only for the client. If they don't want to increase women's insecurities, then don't take the job," she said.
They need to respect the customer, and the only responsibility was to not mislead through false advertising.
Glenn said the issue was not about advertising and the media, but the public's view of women.
"I think if the value of women in society changes, the ad will follow. If women have jobs and something to do, the portrayals will shift," he said.
Ads merely reflect society, and in the end, he said, they were "all about dollars and cents".
Hera Diani, The Jakarta Post, Jakarta
The composite impression of the Indonesian woman in advertising in 2004 is that she is not so strong, certainly not invincible but she does suffer gladly and lives to please.
Some choice examples.
* An undeniably pretty young woman is still (somehow) sentenced to be the perennial wallflower until her skin is transformed several shades lighter. Oh, and make that wavy hair super straight.
* A wife sighs and smiles at her endearingly sloppy and unhelpful husband. Men, you gotta love 'em.
* What does a hungry boy find when he goes home from playing outside? There is go-getter mom, finding the time to do a quick batik pattern in between her household chores.
And more: Husband shouts at wifey to find his jacket, a bride freaks out as she cannot cook while hubby is a hog, a husband and his friend do a leering "the 'milk' is just right" as buxom mom hovers in the kitchen.
By and large, these representations -- sexist, stereotypical and seeming to hark back to a bygone age of the totally dependent woman -- continue to dominate the market.
The message is that femininity means becoming flawless beauties (skinny, straight hair and fair-as-can-be skin) through product consumption, using coquettish body language to attract the opposite sex and maintaining an aura of feminine innocence to remain sexy.
Of course, sex sells. But what on earth are a couple of scantily dressed women doing in a car paint ad?
According to Jean Kilbourne, an American activist against advertisements causing negative societal impact, the sexual images tie the product with women's basic desires, as if by buying the product, they are going to get not just sex, but love.
"Sexualizing women contributes to creating a society that has less trouble digesting violence against women. Ads also create impossible standards for women to live up to," said Kilbourne, a writer and award-winning documentary filmmaker, on the Internet.
Jeanny Hardono, creative director of Lowe Lintas, the local branch of Lowe Worldwide ad agency, acknowledged that using women's sexuality was the easiest way to create an ad.
"I believe that happens not only here, but all over the world as well," she told The Jakarta Post.
"Here, I must admit, advertisements still objectify women. Perhaps because not everyone is aware of a gender perspective, and the gender issue has yet to be on the agenda nor become a reference for advertisers and ad agencies," Jeanny told The Jakarta Post.
It's not just about objectifying women, but also taking advantage of women's insecurities, for instance, about having fair skin, which is the wish of most Asian women.
Believing that such ads are misogynistic, "Rossie", a senior copywriter at an ad agency, refuses to handle skin whitening products.
"Of all the beauty product ads, I think those for skin whitening products are the meanest of all. Because the bottom line is always that you won't get a guy unless you're white. Hair products don't always use that approach, but skin whitening products do," she said.
"Sadly, the product sells, because it's what Asian women want."
Aside from using women's sexuality, Rossie added that most ads still weigh on the formula of boy-meets-girl and boy-gets-girl, with most of the young women shown as shy and innocent -- the way society would like them to be.
"Attracting the opposite sex is another easy trick. But advertising people deny that they only want the easy way. The excuse then is human insight, that women want to be beautiful because they want to attract men," Rossie said.
Another excuse is that it is what clients want, or because it is in line with the research done by the client or the ad agency.
Glenn Marsalim, creative director of OgilvyOne (of Ogilvy & Mather international group), said research showed that public perceptions defined women as submissive and people pleasers.
"Do women feel like they are losing their dignity if they use skin whitening products or straighten their hair? No way," he argued.
According to Jeanny, however, the research is often abused to validate taking particular approaches, which results in a pattern for certain ads.
"Like bank ads must have men wearing ties, or detergent commercials always show housewives doing the laundry," she said.
The prevailing mentality is that it is good to stay in one's comfort zone, and better not step out if there is no example to follow.
No advertisers dare to be different, which Glenn also attributed to the monetary crisis and a reluctance to take risks.
"Besides, people are getting more individualistic right now. In the 1980s and early '90s, pop culture can still dictate and aspire people. Not now. There's no single trend right now."
However, if sex is the easiest trick in advertisements, it is still arguable if it will actually boost product sales.
"There are so many factors which can boost sales. Could be the price, good distribution, relevance to people's needs and interesting marketing. An ad induces trial, and works as shock power. If it has no relevance with the product, it only ends up as a cheap trick," Rossie said.
Women's rights organizations such as the Indonesian Women's Coalition have called upon ad agencies to sit down with them to enhance their gender sensitivity.
"We urge advertising agencies to start changing the social construction which is still against women. It's their role in educating society," said the Coalition's secretary general, Masruhah.
Rossie said that ultimately it was not the job of ad agencies to become gender awareness advocates, because they were merely taking from what the wants of society.
"Ad agencies are just an opportunist. They won't focus on skin whitening if people don't want the product. The responsibility of ad agency is only for the client. If they don't want to increase women's insecurities, then don't take the job," she said.
They need to respect the customer, and the only responsibility was to not mislead through false advertising.
Glenn said the issue was not about advertising and the media, but the public's view of women.
"I think if the value of women in society changes, the ad will follow. If women have jobs and something to do, the portrayals will shift," he said.
Ads merely reflect society, and in the end, he said, they were "all about dollars and cents".
Subscribe to:
Posts (Atom)
