Dewasa ini, perkembangan teknologi komunikasi dan globalisasi ekonomi yang pesat membawa perubahan pada nilai dan gaya hidup masyarakat di segala bidang, termasuk kesenian tradisional. Dalam upaya mempertahankan eksistensi kesenian tradisional sebagai identitas kultural, kesenian tradisional harus memuat unsur komersial dan nilai kontemporer. Muatan tersebut masih diupayakan Wayang Orang Sriwedari sebagai kesenian tradisional yang telah berumur lebih dari satu abad.
Dalam upaya branding Wayang Orang Sriwedari melalui program corporate identity dan media promotion berupa pembuatan video company profile, tata kelola media sosial, dan pembuatan leaflet, diharapkan mampu meningkatan brand awareness dari Wayang Orang Sriwedari. Selama proses pembuatan karya meliputi tahap pra-produksi, produksi, dan pasca produksi, copywriter memiliki peran dan tanggung jawab untuk membuat copy dengan menerapkan teknik copywriting yang tepat sehingga tercapai tujuan branding.
Nowadays, the rapid development of communication technology and economic globalization has brought changes to the values and lifestyles of people in all fields, including traditional arts. In an effort to maintain the existence of traditional arts as a cultural identity, traditional arts must contain commercial elements and contemporary values. As a traditional art form that has been around for more than a century, Wayang Orang Sriwedari is still striving to preserve those values.
In order to expand the branding in Wayang Orang Sriwedari, through corporate identity and media promotion programs in the form of making company profile videos, social media management, and leaflet making, it is expected to be able to increase brand awareness of Wayang Orang Sriwedari. During the process of creating works including pre-production, production, and post-production stages, copywriters have the role and responsibility to create copy by applying appropriate copywriting techniques so as to achieve branding goals.
