ANALISIS SEMIOTIK TERHADAP IKLAN SAMPOERNA A MILD HIJAU EDISI DATENG KONDANGAN
DOI:
https://doi.org/10.33633/ja.v1i1.2683Abstract
AbstrakIklan adalah sarana komunikasi persuasif yang bertujuan mempengaruhi masyarakat untuk menggunakan jasaatau barang. Oleh karenanya, diperlukan sebuah iklan efektif untuk mampu meyakinkan dan mempersuasikhalayak. Peneliti memfokuskan pada iklan rokok Sampoerna A Mild Hijau karena merupakan salah satu produkyang terkenal dan terkemuka di Indonesia. Dalam iklan Sampoerna A Mild Hijau edisi Dateng Kondangan,terdapat beberapa simbol atau tanda yang disampaikan secara tersirat melalui teks, audio, maupun visualyang didalamnya sebenarnya melibatkan brand atau kompetitor lain. Tujuan dari penelitian ini adalah untukmelihat pemaknaan simbol-simbol iklan Sampoerna Hijau versi “Dateng Kondangan†dalam kajian semiotika.Penelitian ini menggunakan pendekatan kualitatif. Metode penelitian yang digunakan adalah metode analisis semiotik model Roland Barthes. Lewat model Roland Barthes, peneliti mampu mengungkap makna denotasi, konotasi, dan mitos. Penelitian ini menemukan data bahwa iklan tersebut menggambarkan persainganproduk rokok di Indonesia yang diwakili oleh brand kompetitor dimana asosiasi warna merah (Gudang GaramMerah), warna coklat (Djarum Coklat), dan hijau (Sampoerna Hijau).Kata Kunci : Semiotika, Iklan Sampoerna, IklanAbstractsAdvertising is the medium of persuasive communication that aims to influence people to use services or goods. Therefore, an effective advertisement is required to be able to convince and persuade audiences.The researcher focused on Sampoerna A Mild Green cigarette advertisement because it is one of the famousand leading products in Indonesia. There are brand competitor’s symbols and signs that implicitly projectedthroughout the text, audio and visual contents.The aim of this research is to depict the symbols’s meanings ofthis advertisement. This research uses qualitative approach. The research method used is semiotic analysismethod of Roland Barthes model. Through the model Roland Barthes, researchers are able to uncover themeaning of denotation, connotation, and myth. This research finds the data that the advertisement describescompetition of cigarette product in Indonesia represented by competitor brand where red color association (Gudang Garam Merah), brown color (Djarum Coklat), and green (Sampoerna Hijau).Keywords: Semiotics, Sampoerna Advertisement, Advertisement
Downloads
Published
2018-02-20
Issue
Section
Articles
License
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
