From Colonial Aesthetics to Nationalist Visuals: Film Advertising Design in Indonesia, 1950s–1970s
Keywords:
Advertisement Design, Film, Representation
Abstract
Film is a modern medium used to deliver entertainment that has previously been a tradition in society, including presenting elements such as narrative, events, music, drama, comedy and other elements to a wide audience. The novelty of this study lies in examining the visual shift in Indonesian film advertisements from colonial-influenced Western styles toward emerging nationalist aesthetics during the 1950s–1970s, a transformation that has not been previously explored in historical cinema research. The aim of this study is to provide a focused analysis of the visual representation and graphic design of Indonesian film advertisements from the 1950s–1970s using the theoretical perspectives of visual culture and advertising theory to clarify how typography, image composition, and stylistic choices in these promotional materials reflected the cultural context of the era. The method used in this research is the historical method according to Kuntowijoyo which starts from (1) topic selection, (2) heuristics, (3) criticism, (4) interpretation and (5) historiography. The results of this study provide a descriptive account of Indonesian cinema in the 1950s–1970s while showing how film advertisements in newspapers and magazines reflected the broader social and political transitions of the period, including the shift from colonial-influenced visual styles toward emerging nationalist expressions. Movie advertisements in the early 1950s still displayed strong colonial visual nuances, especially through Hollywood-style image composition that imitated the promotional aesthetics of Western imported films dominating Indonesian cinemas at the time. This visual tendency was closely related to the dominance of imported Western films in Indonesian cinemas at the time, which influenced the stylistic choices of local promotional designs. Although there were still few domestically made films, the advertisements had begun to insert symbols of resistance to western domination by incorporating local elements.
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References
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Heller, M. (2023). Rethinking Historical Methods in Organization Studies: Organizational Source Criticism. Organization Studies, 44(6), 987–1002. https://doi.org/10.1177/01708406231156978
Ilafi, A., & Larasaty, D. P. (2024). Widuri dalam Berita Koran Belanda Akhir Abad XIX. Siginjai: Jurnal Sejarah, 3(2), 156–176. https://doi.org/10.22437/js.v3i2.25360
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Kartodirdjo, S. (1974). Sejarah Nasional Indonesia: Jilid VI. Jakarta: Departemen Pendidikan dan Kebudayaan.
Kawashima, N. (2014). The Film Industry in Japan — Prospering without Active Support from the State? In Cultural Policies in East Asia (pp. 210–226). Palgrave Macmillan UK. https://doi.org/10.1057/9781137327772_13
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Kurnia, N., Irawanto, B., & Rahayu. (2004). Menguak Peta Perfilman Indonesia. Yogyakarta: CV Langit Aksara.
Majalah Aktuil Edisi 09. (1968). Koleksi Museum Musik Indonesia.
Motrescu-Mayes, A. (2021). Selling British ‘Empire-Consciousness.’ In De-Illustrating the History of the British Empire (pp. 75–99). Routledge. https://doi.org/10.4324/9781003175148-6
Muhlisiun, A. (2016). Film “Darah dan Do’a” Sebagai Wacana Film Nasional Indonesia. Panggung, 26(3). https://doi.org/10.26742/panggung.v26i3.188
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Naredi, H., & Rahmawati, M. (2022). Foreign investment as the beginning of the presence of westernization of American culture in Indonesia. Jurnal Sosiologi Dialektika, 17(1), 86. https://doi.org/10.20473/jsd.v17i1.2022.86-96
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Perpustakaan Nasional Republik Indonesia. Kedaulatan Rakjat, 8 November 1950. Retrieved August 10, 2025, from https://www.facebook.com/story.php?story_fbid=5554504924589849&id=100064621272391&rdid=edXln3oXpUiPlrj9#
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Putri, R. S., & Wibowo, E. Y. (2025). Tegal in the Shadow of Colonial Ink: The Narrative Behind the Colonial Press (1900-1942). JUSPI (Jurnal Sejarah Peradaban Islam), 9(1), 260. https://doi.org/10.30829/juspi.v9i1.25269
Safitri, I. (2022). Perjalanan Bioskop Keliling dari Media Hiburan Hingga Propaganda. Jurnal Siginjai, 2(2), 27–44. https://doi.org/10.22437/js.v2i2.21524
Sanubary, K. (2025). Romantisme Bioskop Bandung Era Tahun 1960-an. https://www.inharmonia.id/index.php/opini/opini/romantisme-bioskop-bandung-era-tahun-1960-an
Setianingrum, Y. (2012). Kreativitas dalam Desain Iklan Rokok di Jawa, 1930-1970an. Lembaran Sejarah, 9(2), 74–83.
Star Edisi 04. (1972). Bengawan Solo (River of Love). Koleksi Museum Musik Indonesia.
Star Edisi 04-08. (1972). Diujung Badik. Koleksi Museum Musik Indonesia.
Suwardikun, D. W. (2017). Wajah Indo dalam Iklan Tahun 1950an. Panggung, 26(2). https://doi.org/10.26742/panggung.v26i2.171
Utomo, Y. S. (2018). Kebijakan Perfilman Indonesia Pada Masa Orde Baru (1967-1980). Jakarta: Universitas Negeri Jakarta.
Zhuang, C. (2023). The Roles of Music in Films. Journal of Education, Humanities and Social Sciences, 23, 596–600. https://doi.org/10.54097/ehss.v23i.13123
Akbar, I. R., & Pranata, G. (2023). Ragam Gaya Visual Periklanan Sebagai Media Propaganda Di Era Hindia Belanda (1870-1942). Tarikhuna Journal of History and History Education, 5(1), 40.
Akdağ, M. E. (2024). New ‘Film’ or ‘Cinema’ History: Reflections on Emerging Principles, Theories and Methodologies in Cinema Historiography. Etkileşim, 7(14), 351–355. https://doi.org/10.32739/etkilesim.2024.7.14.276
Anwar, F. (2024). Japanese Writers and Works on Djawa Baroe: Behind the Selection of the Five Works. Eralingua: Jurnal Pendidikan Bahasa Asing Dan Sastra, 8(1), 64. https://doi.org/10.26858/eralingua.v8i1.59331
Ardanareswari, I. (2012). Iklan Film dan Perubahan Kehidupan Sosial-Ekonomi Perkotaan 1950-1966. Lembaran Sejarah, 9(1), 40.
Arief, M. S. (2009). Politik Film di Hindia Belanda. Depok: Komunitas Bambu.
Aulia, M., & Kurniawati, A. (2023). Perfilman Nasional dalam Negara Orde Baru. Jurnal Sejarah Indonesia, 6(1), 1–17. https://doi.org/10.62924/jsi.v6i1.28449
Ayesha Latif, Syed Farjood Ailya Rizvi, & Hajrah Zaman. (2025). Merging Tradition and Modernity: The Cultural Significance of Lollywood Film Posters. ACADEMIA International Journal for Social Sciences, 4(2), 237–256. https://doi.org/10.63056/ACAD.004.02.0172
Ballano, V. O. (2016). Tracing Media Piracy: Current and Future Trends. In Sociological Perspectives on Media Piracy in the Philippines and Vietnam (pp. 227–254). Springer Singapore. https://doi.org/10.1007/978-981-287-922-6_7
Batubara, T. (2020). Memutar Sejarah “Gambar Idoep” Masa Silam: Industri Perfilman dan Dampaknya di Medan pada Era Kolonial Belanda sampai Orde Baru. Warisan: Journal of History and Cultural Heritage, 1(1), 14–19. https://doi.org/10.34007/warisan.v1i1.165
Bayona, J. (2023). Colonial Schadenfreude: Mocking Europeans in the Philippines and the Dutch East Indies during the Russo-Japanese War (1904-1905). TRaNS: Trans -Regional and -National Studies of Southeast Asia, 11(2), 175–193. https://doi.org/10.1017/trn.2023.3
Delpher.“Algemeen Indisch dagblad : de Preangerbode”. Bandoeng, 17-03-1951. Retrieved August 10, 2025, from https://resolver.kb.nl/resolve?urn=ddd:010896830:mpeg21:p003
Delpher.“Java-bode : nieuws, handels- en advertentieblad voor Nederlandsch-Indie”. Batavia, 16-12-1955. Retrieved August 10, 2025, from https://resolver.kb.nl/resolve?urn=ddd:010862274:mpeg21:p003
Dephler.“Java-bode: nieuws, handels- en advertentieblad voor Nederlandsch-Indie”. Batavia, 3 September 1951. Retrieved August 10, 2025, from https://resolver.kb.nl/resolve?urn=ddd:010864081:mpeg21:p003
Dephler.“Java-bode : nieuws, handels- en advertentieblad voor Nederlandsch-Indie”. Batavia, 07-07-1954. Retrieved August 11, 2025, from https://resolver.kb.nl/resolve?urn=ddd:010861839:mpeg21:p003
Dewanthi, A. (2022). Representasi Peradaban Barat dalam Film Moeder Dao De SchildpadgelijkendeRepresentasi Peradaban Barat dalam Film Moeder Dao De Schildpadgelijkende. Retorik: Jurnal Ilmu Humaniora, 9(1), 33–47. https://doi.org/10.24071/ret.v9i1.4568
Fahmi, M. F. Y., & Aji, R. N. B. (2022). Dinamika Perfilman Indonesia Tahun (1940-1966). Avatara: Jurnal Pendidkan Sejarah, 12(5), 5.
Fruzzetti, L. (2023). What We See. What We Understand: Visual Images of the Colonial Experience (1920-1922). Anthropology and Ethnology Open Access Journal, 6(1). https://doi.org/10.23880/aeoaj-16000199
Hanan, D. (2017). Intermittent Industries: Film Production in Indonesia over Nine Decades. In Cultural Specificity in Indonesian Film (pp. 53–90). Springer International Publishing. https://doi.org/10.1007/978-3-319-40874-3_3
Hashina Rosalini, R., & Dwi Prianti, D. (2022). Propaganda Jepang melalui Majalah Djawa Baroe pada Masa Kependudukannya di Indonesia. Jurnal Komunikasi, 16(2), 223–238. https://doi.org/10.20885/komunikasi.vol16.iss2.art8
Heller, M. (2023). Rethinking Historical Methods in Organization Studies: Organizational Source Criticism. Organization Studies, 44(6), 987–1002. https://doi.org/10.1177/01708406231156978
Ilafi, A., & Larasaty, D. P. (2024). Widuri dalam Berita Koran Belanda Akhir Abad XIX. Siginjai: Jurnal Sejarah, 3(2), 156–176. https://doi.org/10.22437/js.v3i2.25360
Ismail, U. (1983). Umar Ismail Mengupas Film. Jakata : Sinar Harapan.
Kartodirdjo, S. (1974). Sejarah Nasional Indonesia: Jilid VI. Jakarta: Departemen Pendidikan dan Kebudayaan.
Kawashima, N. (2014). The Film Industry in Japan — Prospering without Active Support from the State? In Cultural Policies in East Asia (pp. 210–226). Palgrave Macmillan UK. https://doi.org/10.1057/9781137327772_13
Keppres Nomor 57. (1972). Peresmian Berlakunja “Ejaan Bahasa Indonesia yang Disempurnakan.”
KITLV. (115142). Bezoekers van de film The dawn patrol met Errol Flynn voor bioscoop Rex te Batavia. Http://Hdl.Handle.Net/1887.1/Item:819241.
Komalawati, E. (2018). Industri Film Indonesia: Membangun Keselarasan Ekonomi Media Film dan Kualistas Konten. LUGAS Jurnal Komunikasi, 1(1), 1–18. https://doi.org/10.31334/jl.v1i1.101
Kuntowijoyo. (2013). Metodologi Sejarah. Yogyakarta: Tiara Wacana.
Kurnia, N., Irawanto, B., & Rahayu. (2004). Menguak Peta Perfilman Indonesia. Yogyakarta: CV Langit Aksara.
Majalah Aktuil Edisi 09. (1968). Koleksi Museum Musik Indonesia.
Motrescu-Mayes, A. (2021). Selling British ‘Empire-Consciousness.’ In De-Illustrating the History of the British Empire (pp. 75–99). Routledge. https://doi.org/10.4324/9781003175148-6
Muhlisiun, A. (2016). Film “Darah dan Do’a” Sebagai Wacana Film Nasional Indonesia. Panggung, 26(3). https://doi.org/10.26742/panggung.v26i3.188
Murtagh, B. (2022). Indonesian Cinema after the New Order: Going Mainstream. By Thomas Barker. pp. 234. Hong Kong, Hong Kong University Press, 2019. Journal of the Royal Asiatic Society, 32(2), 494–496. https://doi.org/10.1017/S1356186321000377
Naredi, H., & Rahmawati, M. (2022). Foreign investment as the beginning of the presence of westernization of American culture in Indonesia. Jurnal Sosiologi Dialektika, 17(1), 86. https://doi.org/10.20473/jsd.v17i1.2022.86-96
Panuju, R., & Juraman, S. R. (2019). Politics of Film Needed by National Film Industry in Indonesia. Proceedings of the 1st Annual Internatioal Conference on Social Sciences and Humanities (AICOSH 2019). https://doi.org/10.2991/aicosh-19.2019.28
Perpustakaan Nasional Republik Indonesia. Kedaulatan Rakjat, 8 November 1950. Retrieved August 10, 2025, from https://www.facebook.com/story.php?story_fbid=5554504924589849&id=100064621272391&rdid=edXln3oXpUiPlrj9#
Perpustakaan Nasional Republik Indonesia. Indoensia Raya, 20 Mei 1955. Retrieved August 11, 2025, from https://www.facebook.com/story.php?story_fbid=664420839055286&id=100064621272391&rdid=vEXLKWRYiu7YkM1g#
Pratama, B. H. S., Priska, P., Lindiastuti, R. C., & Sarpini. (2024). Peran Dan Strategi Perusahaan Multinasional Dalam Pembangunan Ekonomi: Studi Kasus Nestle Indonesia. Journal Economic Excellence Ibnu Sina, 2(4), 52–67. https://doi.org/10.59841/excellence.v2i4.2044
Putri, R. S., & Wibowo, E. Y. (2025). Tegal in the Shadow of Colonial Ink: The Narrative Behind the Colonial Press (1900-1942). JUSPI (Jurnal Sejarah Peradaban Islam), 9(1), 260. https://doi.org/10.30829/juspi.v9i1.25269
Safitri, I. (2022). Perjalanan Bioskop Keliling dari Media Hiburan Hingga Propaganda. Jurnal Siginjai, 2(2), 27–44. https://doi.org/10.22437/js.v2i2.21524
Sanubary, K. (2025). Romantisme Bioskop Bandung Era Tahun 1960-an. https://www.inharmonia.id/index.php/opini/opini/romantisme-bioskop-bandung-era-tahun-1960-an
Setianingrum, Y. (2012). Kreativitas dalam Desain Iklan Rokok di Jawa, 1930-1970an. Lembaran Sejarah, 9(2), 74–83.
Star Edisi 04. (1972). Bengawan Solo (River of Love). Koleksi Museum Musik Indonesia.
Star Edisi 04-08. (1972). Diujung Badik. Koleksi Museum Musik Indonesia.
Suwardikun, D. W. (2017). Wajah Indo dalam Iklan Tahun 1950an. Panggung, 26(2). https://doi.org/10.26742/panggung.v26i2.171
Utomo, Y. S. (2018). Kebijakan Perfilman Indonesia Pada Masa Orde Baru (1967-1980). Jakarta: Universitas Negeri Jakarta.
Zhuang, C. (2023). The Roles of Music in Films. Journal of Education, Humanities and Social Sciences, 23, 596–600. https://doi.org/10.54097/ehss.v23i.13123
