Brand Ambassadors in Advertising: Changes in the Visual Aesthetics of Indonesian Product Advertising from A Political Economy Perspective

The use of brand ambassadors in advertising has long been utilized by the business world as a persuasive communication tool. Brand ambassadors as brand ambassadors in Indonesian advertising have undergone changes over time in line with government leadership. These changes in the visual aesthetics of brand ambassadors are related to the influence of the ruling government's socio-political and economic regulations. This study aims to map, describe, and analyze these changes from a political economy perspective. A critical descriptive qualitative method is used to provide a comprehensive explanation supported by various literature sources. Data collection was conducted through observation, documentation, and literature review. This study found that visual changes in product advertisements are influenced by the policies of the ruling government, taking into account economic, social, cultural, and political elements (security, comfort, and order). In conclusion, the operationalization of advertising and politics has become a practice of the ruling government institution as a "strategy" to build and maintain the legitimacy of the regulator's power (the government) in setting aesthetic standards according to its interests.