News From Indonesia

Indonesian Cigarette Advertising Uses Sex Drive To Sell Success

Posted in Uncategorized by artemisays on April 25, 2009


Advertisers use 'phallacy' to sell success

Advertisers use 'phallacy' to sell success.


A phallus like gearstick sheathed in the black leather of an expensive car, aching to be slid into drive, commands its reader to “Think black, think power”.

It is an advertisement for Djarum Black cigarettes, replicated on banner after banner along a main street in Palembang Indonesia.

The image of smoking is an association between sex, power, speed, thrills, and wealth.

The branding imagines Djarum Black smokers as older, successful, masculine, alpha males.

This advertisement clearly assumes a male audience; women are excluded from identifying with the advertisement, yet positioned to admire the man in control of the gearstick. 

In reality the fantasy is grim.

The World Health Organisation (WHO) said that Indonesia has such a high prevalence of tobacco use that for non-communicable diseases it is the second most important cause of morbidity and mortality.

“Chronic conditions such as cancer, cardiovascular diseases, metabolic disorders, and tobacco dependence represent a real burden to the country in terms of cost, suffering and human lives,” the WHO stated in a recent Indonesian health profile.

Indonesia is the only country in the Asia Pacific Region that has not signed or ratified the WHO Framework Convention on Tobacco Control, which leaves it vulnerable to rampant cigarette marketing and advertising.

“Not only is smoking ubiquitous among males in Indonesia, but initiation begins early with over a quarter of urban and rural 10-year-old boys already smoking. It is estimated that tobacco-related mortality accounts for 10 percent of total deaths in Indonesia,” a 2008 research paper by Tobacco Control stated.

“Indonesia can best be described as an ‘advertiser’s paradise’, as it is a largely unrestricted regulatory environment. Cigarette marketing in Indonesia is among the most aggressive and innovative in the world.”

Tobacco Control also said national data reveals 62 percent of Indonesian men smoke, and the World Health Organisation says the figure is as high as 74 percent in some rural areas.

Indonesia has over 79 million males aged between 15 and 64 years, according to the CIA World Factbook.



CIA Wolrd Factbook

Djarum Black Cigarettes, by Djarum (My IP address is denied access to the homepage of this brand. Indonesia has some censorship and restricted internet access and for some reason, this site is restricted to me)

Tobacco Control

World Health Organisation


3 Responses

Subscribe to comments with RSS.

  1. Djarum Black said, on October 8, 2010 at 8:25 pm

    Has anyone tried these new vapor cigarettes with Djarum flavor? Specifically, I wanted to know if these smokeless Djarum Blacks are any good and like the real thing. I’ve been a fan of cloves since high school, these new smokeless cigarettes look pretty cool. Are Djarums really banned in the US, BTW?!?

    • artemisays said, on October 10, 2010 at 2:10 pm

      Why would you write a comment to me, asking if I’ve tried these ridiculous cigarettes as if you are some random individual onto a cool thing? Your author address clearly identifies you as connected to the Djarum brand, so what sort of advertising do you think you’re doing? I am not a supporter of smoking or cigarettes, in fact I think they are incredibly damaging to people and society and I detest any attempts to sell or advertise these cancer sticks. You’re comment was juvenile and ignorant and displays the lack of reflection in which smokers consume cigarettes. You think a smokeless cigarette looks ‘cool’? Do you think your dying throat looks cool too? Do you think it’s cool to infect those around you who don’t smoke but who are saddled with your selfish and suicidal habit? Does it make it extra cool that a cigarette is so vile that it is banned in certain places? You would be pretty cool if you could get your hands on some of those, but would you be just as cool if you were snorting arsenic?

  2. Lazaro said, on October 29, 2013 at 2:43 pm

    Wow! In the end I got a blog from where I be capable of
    really get helpful facts regarding my study and knowledge.

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s

%d bloggers like this: