The Advertisement of Sampoerna Hijau Cigarette Kondangan Edition: Semiotic Reviews by Roland Barthes

DOI

10.2991/klua-18.2018.21How to use a DOI?

Keywords

Advertisement, Sampoerna Hijau Cigarette kondangan edition, Semotics by Roland Barthes, Society

Abstract

Each sign has a hidden meaning and meaning to be communicated to others in order that communication process functions properly. One example is the advertising media on television. Ads basically uses a persuasive sentence that aims to invite consumers to buy the products. The purpose of the research is to describe the denotative and connotative meaning of the message contained in the cigarette advertisement Sampoerna Hijau Edition kondangan. The reason for the selection of Sampoerna Hijau cigarettes is because the advertisements displayed contain unique meaning. The contents of the video shows three people coming to the wedding invitation, then choose a green chicken that is the identity of cigarettes Sampoerna. Chicken with red and yellow colors referring to other cigarettes are illustrated not favorably on the ads. The data of Ads video was taken from youtube. The method used is listening and taking note techniques by observing the data that appears in every scene. Qualitative descriptive is used to analyze the data. The theory used is Roland Barthes Semiotics, including markers, and connotative signs. The result shows that cigarette ads of Sampoerna Hijau edition kondangan has semiotic signs and messages that show a reflection of smokers. The expression and the slogan Nikmatnya Rame-Rame shows that the cigarettes are delicious when consumed together.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Dina Rizki Triana
AU  - Nadiyatul Adabiyyah
PY  - 2018/07
DA  - 2018/07
TI  - The Advertisement of Sampoerna Hijau Cigarette Kondangan Edition: Semiotic Reviews by Roland Barthes
BT  - Proceedings of the International Conference on Language Phenomena in Multimodal Communication (KLUA 2018)
PB  - Atlantis Press
SP  - 145
EP  - 149
SN  - 2352-5398
UR  - https://doi.org/10.2991/klua-18.2018.21
DO  - 10.2991/klua-18.2018.21
ID  - Triana2018/07
ER  -