Semiotic Analysis of the Role of Covid-19 Prevention Protocol in “L.A. Bold: New Normal” 2020 Cigarette Advertisement

DOI

10.2991/assehr.k.211228.044How to use a DOI?

Keywords

Semiotic; Cigarette advertisement; Covid-19 prevention protocol; Covid-19; Public health

Abstract

Throughout the year 2020, several commercial advertisements started to display portrayals of Covid-19 Prevention Protocol. Various media show depiction of people doing their own activities while wearing masks or face shields, appliances which are part of the protocol meant to decrease the spread rate of Covid-19. Some advertisements mention the protocol subtly, while others present it as their major content. One of the advertisements that presents Covid-19 Prevention Protocol palpably is “L.A. Bold: New Normal” cigarette advertisement. This case provides an interesting aspect to analyze, for it is a public secret that cigarette products have harmful health consequences if consumed, while on the other hand, Covid-19 Prevention Protocol intends to engage public on maintaining their health. In the topic of community resilience and well-being, it is important to understand the reason behind cigarette advertisements’ tendency to include Covid-19 prevention protocol, for the prevention protocol is related to community well-being while advertisements can always be accessed freely by public so that they are close to the community itself. This research aims on figuring out the role of Covid-19 Prevention Protocol portrayed by “L.A. Bold: New Normal” cigarette advertisement through semiotic perspective. The research method is qualitative, by applying Roland Barthes’ semiology theory and Gillian Dyer’s visual communication theory. The data for this research was collected through observation and literature study. Through Barthes’ semiology theory and Dyer’s visual communication theory, this research found that Covid-19 prevention protocol was presented in “L.A. Bold: New Normal” as a representation of a lifestyle, which negates the healthcare significance.

Copyright

© 2021 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Dyah Kemalahayati
AU  - Kiki Rizky Soetisna Putri
PY  - 2021
DA  - 2021/12/28
TI  - Semiotic Analysis of the Role of Covid-19 Prevention Protocol in “L.A. Bold: New Normal” 2020 Cigarette Advertisement
BT  - Proceedings of the ICON ARCCADE 2021: The 2nd International Conference on Art, Craft, Culture and Design (ICON-ARCCADE 2021)
PB  - Atlantis Press
SP  - 336
EP  - 342
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.211228.044
DO  - 10.2991/assehr.k.211228.044
ID  - Kemalahayati2021
ER  -