A SEMIOTIC ANALYSIS OF A MILD 'GO AHEAD' ADVERTISEMENT

Iis Isra Martiana, - (2012) A SEMIOTIC ANALYSIS OF A MILD 'GO AHEAD' ADVERTISEMENT. S1 thesis, Universitas Pendidikan Indonesia.

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Official URL: http://repository.upi.edu/

Abstract

Cigarette advertisements are usually presented with trendy and attractive way. The researcher believes that it will be interesting to analyze how the spirit of youth in the new A Mild television advertisement ‘Go Ahead’ theme ‘Bubble’ and ‘Untuk Diri’ versions. This research entitled “A Semiotic Analysis of A Mild ‘Go Ahead’ Advertisement” is aimed at investigating how A Mild television advertisements “Go Ahead” theme “Bubble” and “Untuk Diri” versions represent the spirit of youth. This research is focused on two selected A Mild cigarette advertisements: “Bubble” and “Untuk Diri” versions. The research uses semiotics analysis, especially Barthes’s orders of signification. The result of this research shows that the spirit of youth is represented by the use of young people as models; the use of warm (grey) color saturation that signifies young people as being hopeful; and the use of cool colors (green and light blue) to signify youth in both advertisements. Specifically, in A Mild television advertisement “Go Ahead” theme “Bubble” version, the spirit of youth is represented by the use of low camera angle that signifies the power difference of youth (the powerful) and other people (the powerless) in taking pleasure in life and it projects the illustration of young people who can control their problem. The spirit of youth is also represented by the use of high camera angle that signifies the powerful spirit of youth in A Mild television advertisement “Go Ahead” theme “Untuk Diri” version. Thus, both advertisements represent youth who is stimulated to be confident in facing any problems and challenges of their life.

Item Type: Thesis (S1)
Additional Information: ID Sinta Dosen Pembimbing Budi Hermawan: 6728996
Uncontrolled Keywords: Cigarette Advertisements, Semiotic Analysis
Subjects: H Social Sciences > HF Commerce
P Language and Literature > PN Literature (General) > PN1990 Broadcasting
Divisions: Fakultas Pendidikan Bahasa dan Sastra > Jurusan Pendidikan Bahasa Inggris > Program Studi Bahasa dan Sastra Inggris (nonpendidikan)
Depositing User: Nanda Khaerunnisa Syafitri
Date Deposited: 27 Aug 2023 02:13
Last Modified: 27 Aug 2023 02:13
URI: http://repository.upi.edu/id/eprint/97552

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