INTRODUCTION

Oral and dental health in Indonesian society is still a matter that needs serious attention
from health workers, both dentists and dental nurses. It is seen that dental and oral diseases are in the
top ten most diseases spread in various regions. Teeth and mouth disease that is suffered by many
people in Indonesia is a disease of supporting tissue and dental caries, the disease is due to neglect of
dental and oral hygiene (Ministry of Health, 2004).
Data from the World Health Organization (WHO) shows that the severity of tooth decay
(DMF-T index) in 12-year-old children is 1 (one) tooth. In fact the average individual caries
experience (DMFT = Decay Missing Filling-Teeth) is 4.85 which means that the average tooth decay
of the population is 5 teeth per person. (MOH, 2000). The problem of high rates of dental and oral
disease is currently strongly influenced by several factors, including community behavior factors.
Results of the Household Health Survey (SKRT, 2004), mention the prevalence of dental caries in
Indonesia is 90.05% and 80% of Indonesians experience dental caries.
Data released by the Ministry of Health (MOH) from Riskesdas 2007 showed that national
dental caries was 4.85. As many as 72.1% of the Indonesian population has caries experience and
23.4% of Indonesians complain of dental and mouth problems and only 29.6% seek help and get care
from health workers. For the age of 5-14 years the prevalence of oral and dental health problems
reached 42.2% and as many as 57.5% received dental care or treatment from dental health workers.
The Indonesian population aged 10 years and over has brushed their teeth every day 91.1%, but only
7.3% have brushed their teeth twice at the right time, that is morning and night before going to bed.
Toothpaste which is currently more trusted by the community is Pepsodent toothpaste. The
results of the JAKPAT (Polls) market survey state that Pepsodent is the most used brand. Pepsodent
became the TOP Brand for 3 years in a dominant manner, namely in 2012, 2013 and 2014. It was
inseparable from the messages contained in various Pepsodent toothpaste advertisements. Pepsodent
Toothpaste is one of the brands of toothpaste and toothbrushes from Unilever. This toothpaste is the
oldest in Indonesia and was first launched in England in the 1920s and spread to colonies including
the Dutch East Indies (Indonesia), Malaya (Malaysia), and Temasek (Singapore). Pepsodent is one of
the products that is quite famous during the colonial period, when Unilever entered the Indonesian
market in the colonial era, around the 1930s. (Pepsodent history).

COMMERCIAL VIDEO

In this video, it is told that at night a child who hides chocolate and sweets at a toy place is
not caught by his mother. When before going to bed her mother goes to her child's room to make sure
her child is asleep. When his mother came to inspect his child, it turned out that there were chocolates
and sweets hidden in the toy area. Her mother did not like the behavior of her child who likes to eat
chocolate and sweets at night. Then the mother said "eating sweet foods can damage teeth".
Then the child in the video answered spoiled "sorry ma, but if you can't potato chips? "
Mother answered "but don't forget to brush your teeth with pepsodent because sweet foods contain
sugar which causes cavities". Then the mother takes the child to the bathroom to rub teeth using
pepsodent. So that the child always remembers to brush his teeth at night with pepsodent to avoid
cavities.
The advertisement explains that pepsodent works twice at night to prevent cavities due to
sweet foods. By the way the content in the pepsodent closes the small hole in the tooth because the
invisible small hole can make cavities. Lastly in the advertisement also jargon "because their smile is
so valuable".