YOGYAKARTA - It has to be said that it is somewhat strange to see when you are browsing the internet and you end up looking at a number of pictures where some women with bare breasts advertise an Indonesian cigarette-brand. In this case it was Djarum that was doing its best in Hungary to have their brand settled in the local market. Whether the clove-cigarette-producer will be able to build a brand as strong as it is in Indonesia, I can't tell, but would having women with their breasts bared have any positive impact in this entire story?

However baring breasts is not such a big deal for a portion of Indonesians - especially youngsters, check a random internet cafe and walk through the 'my pictures' and 'my download' folders - there is still a big taboo on everything that is just slightly bare or sexy in one way or another. It is normal that people are dressed in any form when they hit the road, shoulders and knees generally covered as well. Of course not all live according to those unwritten rules; that would be pretty boring as well. Wearing tight-fitting clothing is seen as modern here as well and generally that doesn't cover up too much. Not many people seem to have a problem with that, even not with the holy month of fasting rapidly approaching.

In Indonesia Djarum best hires women who have a somewhat representative solid image; they have to be taller than average; have a bigger breast size than average and if possible also have a fairer skin than average to finish it off They are used for all kinds of events to sell cigarettes. Let's make clear that it is not just Djarum that makes this kind of selections; a clear image of an 'Indonesian woman' is created in the media.

Here in Indonesia no bare breasts, at least not in public. Behind closed doors here too a hidden world opens up, but will stay hidden to most people. It is to be assumed that at certain levels and areas there is simply no boundary or whatsoever. Earlier the release of the book 'Jakarta Undercover - about the biggest sex-industry in Southeast Asia, Jakarta - caused pretty much of a stir here. The front all seems nice, pretty and obedient, but at the back side you will find the real Jakarta - but just as well any other place in Indonesia - which is much more free than people here are willing to see and show as the biggest Muslem country in the world.

It is not that strange that Djarum is experimenting with means of advertisement that are not allowed in Indonesia. However, is that really so? What exactly is the difference between a body painted lady with bare breasts and just some small piece of underwear over her ass and a better-dressed lady in tight pants and bright-orange tank top which fits her breasts the best? If you ask me, the Indonesian way of acting; that 'meek' but oh so superficial way, much more attractive than that simple 'European' way of advertising. Why does it all have to be that direct? Certain things can much better be brought in a more subtle way. Eventually the target is as clear as what; attracting men which will start smoking a pack of those clove-cigarettes a day.

In Hungaria they have different rules for etiquette than in Indonesia. That means that Djarum can do what they want with it as well. This makes it possible that an Indonesian company will look for ladies who are willing to bare their breasts and allow their nipples to be painted as a living advertisement. The first time that this happens in Indonesia - at least publicly - still has to come.

Obviously it is women that are used for this kind of actions. A majority of smokers still is male, so means of advertisement from the other gender are used to make it more attractive. In Europe they use as little cloth as possible. Straight to the target with two breasts in your face just to get you started with smoking. As a male I wouldn't even do any effort to look for more than just that direct style of advertising. Of course some people will say 'You are out of your mind', but like I said before it is much more attractive to have a decently dressed woman in front of you which is trying to sell you the same lethal stuff? They are able to repackage a pack of cigarettes as 'tasteful' and 'not really unhealthy' as well, so why can't they just do the same with the women?

It would be even better if Djarum was smart enough to put some of those properly dressed Indonesian women in a plane to Hungaria. That is much more of a good advertisement for Djarum and Indonesia than just those local women? Unfortunately not a single person working at Djarum seems to see that. Or maybe they changed plans when they had arrived in Europe and saw the new possibilities there? Still I think Indonesia has more than enough to offer for whatever Indonesian company that wants to advertise itself abroad. A little bit of nationalism - have an open mind about that - is not bad at all.

Related photobook
· The bare breasts of Djarum

Posted in Culture @ 09 September 2007 by Jeroen · · permalink

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Albert
User

Posted @ 09 September 2007 09:57

A good example of how religious people really are from this country.

The moment they leave the controlled area, they throw away all the chains.
Halal will need to make place for everything that stands for Haram.
And they really like the forbidden fruit.

lapislegit
User

Posted @ 09 September 2007 13:35

Bare breast Djarum in Indonesia ? I don't see any bare breast there. They're still having cloths on, not barely open, what's wrong with that ?. And funny for me, most of people always connected this kind of issue with religion country. How come you can judge people religious or not because of their cloths ? look to the iranese in Teheran city, you don't see anymore woman walking around with Burka. They cloths seems modern as well, using make up just like most of women in this world, without losing their believes.
Nothing to do with halal of haram. Many hypocrite people in indonesia as well, when they're making big issue with stuff like that.
And bare breast Djarum in Hungaria ? that's I called bare ! but why no big issue ? because they're not religion country ?. Back to how people think about bare breast. Many people sees Indonesia as religion country, because of 85% moslims, because of what media's said about all kind demonstration or chaos, fanatical, moslim oknum did. Go to Indonesia, you have really different idea about that. It's only a normal country. With all halal and haram living in harmony ?

Albert
User

Posted @ 09 September 2007 13:45

Continue and after page 13 you will see them. You need to be paptient to see it.

Because of many hypocrite religious people in Indonesia I make such a remark.
Where do you think all those confiscated porno movies, magazine, photo's etc. go to? Being burned, destroyed? Dream on i would say.

What do you think the head of police or the Iman, might become the new owners. Because they need material to be albe to do it themselve.

Those who shout often, maybe also break the rules also more often.

lapislegit
User

Posted @ 09 September 2007 14:01

Which topic are you talking about than?? Page 13???? I can't find a page 13.... All I see are two pictures, the first one with Indonesian girls looking very decent, and the second one with Hongarian girls a bit more bare breasted.
You said " A good example of how religious people really are from this country."
Can you tell me which country you mean by that ? Indonesia or Hungaria ?

Yerun
User

Posted @ 09 September 2007 14:24

Bare breast Djarum in Indonesia ?

I don't think you will find that here, but I can't see anyone mentioning that as well here.

Yerun
User

Posted @ 09 September 2007 14:25

[qoute]Go to Indonesia, you have really different idea about that. [/quote]

Know who you are talking to. As far as I know Albert still lives in Indonesia

lapislegit
User

Posted @ 09 September 2007 14:30

Ooh, in that case if Albert still lives in Indonesia, I don't know. But when he reacted with religion country ? there's nothing to do with that, I think. It's more about how they promoted a cigarrete product.

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