Kontramitos in the Text of a Public Service Advertising in Bone Country: Roland Barthes Semiotics Analysis

DOI

10.2991/assehr.k.211226.037How to use a DOI?

Keywords

semiotics; contramitos; ideology; public service advertising (PSA)

Abstract

Public service advertising issued by the government and BUMN is generally aimed at inviting the public as their target to have a view so that they will act and do something following the expectations of advertisers. Behind the myth that will be conveyed, an advertisement contains an ideology that will be instilled in the community to be understood and received by the recipient of the message. However, the message of public service advertising (PSA) not infrequently conveys new myths that are not in line with the ideology of society, so that the message shows differences or counters with conventional ideology. This study examined existing public service advertising in Bone County by analyzing the kontramitos aspects behind PSA using Roland Barthes’ semiotics theory. This research is qualitative descriptive. The study data is sourced from the text in the PSA in Bone Regency. The method of data collection in this study is a recording technique and a recording technique. The results showed that the development of myths into kontramitos has a positive impact on advertising agencies. The effect is that the ideology of PSA easily reaches the community because it is virally discussed.

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  - Fatimah Fatimah
AU  - Tadjuddin Maknun
AU  - Ikhwan M.Said
AU  - Muhlis Hadrawi
PY  - 2021
DA  - 2021/12/27
TI  - Kontramitos in the Text of a Public Service Advertising in Bone Country: Roland Barthes Semiotics Analysis
BT  - Proceedings of the International Congress of Indonesian Linguistics Society (KIMLI 2021)
PB  - Atlantis Press
SP  - 182
EP  - 184
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.211226.037
DO  - 10.2991/assehr.k.211226.037
ID  - Fatimah2021
ER  -