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.

    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.

    Baca Full Text klik disini
    [thumbnail of s_ing_0608186_table_of_content.pdf] Text
    s_ing_0608186_table_of_content.pdf
    Download (267kB)
    [thumbnail of s_ing_0608186_chapter1.pdf] Text
    s_ing_0608186_chapter1.pdf
    Download (285kB)
    [thumbnail of s_ing_0608186_chapter2.pdf] Text
    s_ing_0608186_chapter2.pdf
    Restricted to Staf Perpustakaan
    Download (352kB)
    [thumbnail of s_ing_0608186_chapter3.pdf] Text
    s_ing_0608186_chapter3.pdf
    Download (385kB)
    [thumbnail of s_ing_0608186_chapter4.pdf] Text
    s_ing_0608186_chapter4.pdf
    Restricted to Staf Perpustakaan
    Download (351kB)
    [thumbnail of s_ing_0608186_chapter5.pdf] Text
    s_ing_0608186_chapter5.pdf
    Download (264kB)
    [thumbnail of s_ing_0608186_bibliography.pdf] Text
    s_ing_0608186_bibliography.pdf
    Download (209kB)
    Official URL: http://repository.upi.edu/
    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

    Actions (login required)

    View Item View Item