ANALISIS SEMIOTIKA IKLAN ROKOK SAMPOERNA MILD VERSI GO AHEAD EDISI GAPAI MIMPI, SETIAKAWAN, DAN PIKIR PENDEK PADA MEDIA BILLBOARD

Abstract

Through advertisings many products is offered to the audience by mean of various media, one of them are cigarette advertisements on printed media. Cigarette advertisements had abundant attentions from society because cigarette is considered as sensitive product due to the tobacco products regulation. This situation insists tobacco companies and advertising bureau to create cigarette advertisements differ from conventional advertisements, using creative strategies to gain audience’s reception. Cigarette advertisement analyzed in this research is the "Go Ahead" version of A Mild " Gapai Mimpi, Setia Kawan, and Pikir Pendek editions advertisement in bilboard. This research applies semiotics approach to find the message conveyed in "Go Ahead" version of A Mild Gapai Mimpi, Setia Kawan, and Pikir Pendek editions advertisement on printed media. Roland Barthes’ semiotics approach is used in this research. Data are obtained through documentation from selected media, that is billboard. Researcher attempts to discover the deeper meaning denotatively and connotatively, from the signifiers and the signifieds conveyed in the advertisement. Based on the result of the research, it can be concluded that the meaning contained in the "Go Ahead" version of A Mild Gapai Mimpi, Setia Kawan, and Pikir Pendek editions advertisement in bilboard is: A Mild cigarette ads Go Ahead Gapai Mimpi version has the connotation meaning that unyielding spirit to reach goals - goals despite of difficulties and challenges. A Mild cigarette advertising version Setia Kawan Go Ahead has connotations of meaning faithful to the promise of a good friendship when his troubled or happy. A Mild cigarette ads version Setia Kawan trying to tell the importance of faithful friends. A Mild cigarette advertising Pikir Pendek version Go Ahead has dared to change the connotation meaning state, trying something new, want to find identity, willing to take a risk