ABSTRACT
The objective of this study was to reveal the potential motive behind the mixture between local and global items in an ice cream commercial advertisement, Indoeskrim Nusantara, through any system of signs. For this purpose, semiotics of Roland Barthes was chosen along with Arjun Appadurai’s ideas of globalisation flow. The result of this study indicates that the advertisement has attempted to localise global products by adding Javanese local values to combine elements into a single entity. Globalisation flow (i.e. technoscapes) plays a major role in combining a mixture of opposite elements. As a result, globalisation leads to cultural heterogenisation in which the society tends to localise the global material. Apparently, this disguises the boundary between locality and globality.
