Semiotic Analysis of Sampoerna a Mild Image Creation

Regina Siddharta(1*),


(1) Petra Christian University, Jl. Siwalankerto No.121-131, Siwalankerto, Wonocolo, Surabaya
(*) Corresponding Author

Abstract


This thesis mainly deals with the process of signification in order to find out what images are being built, how those images are represented, and what messages delivered in Sampoerna A Mild billboard advertisements through the use of semiotic resources. The focus of the writers’ analysis is the advertisements themselves, as the writer uses the process of signification that involves denotation, connotation, and myth. Those theories help the writers in analyzing the meaning of the advertisement first, and then figure out how meaning is created by the advertisement. Meaning in this research is an integrated form consisting the meaning from three level of signification process: denotative level, connotative level, and myth. This research uses qualitative content analysis method to describe the meaning of qualitative materials in a systematic way. At the end, those denotative meaning and connotative meaning build an image and create myth which naturalizes the image itself.

 

Key Words: billboard advertisements, sampoerna a mild, semiotics, process of signification, connotation, denotation


Full Text:

PDF

References


Arthur Asa Berger; San Francisco State University. (2015). Advertising and the communication process. In Ads, fads, and consumer culture: Advertising's impact on american character and society (1st ed.). Lanham, MD: Rowman & Littlefield.

Azanella, L. A. (2018, May 31). Inilah 4 produsen rokok terbesar di Indonesia. Retrieved from Kompas.com: https://nasional.kompas.com/read/2018/05/31/17281561/inilah-4-produsen-

Barthes, Roland ([1957] 1987): Mythologies. New York: Hill & Wang

Begini Aturan Iklan Rokok. (2015, May 31). Kompas.com. Retrieved from https://lifestyle.kompas.com/read/2013/05/31/15332953/Begini.Aturan.Iklan.Rokok

Cerrato H. (2012). The meaning of colors.

Chandler, D. (2017). Semiotics: The Basics. Oxfordshire, England: Taylor & Francis.

Danesi, M. (2004). Advertising. In Messages, signs, and meanings: A basic textbook in semiotics and communication (3rd ed.). Toronto, OR: Canadian Scholars’ Press.

Dar-Nimrod, I., Hansen, I. G., Proulx, T., Lehman, D. R., Chapman, B. P., & Duberstain, P. R. (2012). Coolness: an empirical investigation. Journal of Individual Differences, 33(175-185), 176.

Dosen Pendidikan 3. (2019, January 2). Pengertian Dan Macam-Macam Ilusi Lengkap Dengan Contohnya. Retrieved from https://www.dosenpendidikan.com/pengertian-dan-macam-macam-ilusi-lengkap-dengan-contohnya/

Fiske, John & John Hartley (1978): Reading Television. London: Methuen

Garcgraa, N. A., Chelminski, P., & Hernández, E. G. (2013). The effects of language on attitudes toward advertisements and brands trust in Mexico. Journal of Current Issues & Research in Advertising, 34(77-92), 78-90.

Grafton-Small, R., & Linstead, S. (1989). Advertisements as Artefacts. International Journal of Advertising, 8(3), 205-218.

Halliday, M.A.K. (1985). An Introduction to Functional Grammar, London, Edward Arnold

Hepford, E. A. (2015). Language for profit: Spanish–English bilingualism in Lowe's home improvement. International Journal of Bilingual Education and Bilingualism, 20(6), 652-666.

Hjelmslev, Louis (1961): Prolegomena to a Theory of Language (trans. Francis J Whitfield). Madison: University of Wisconsin Press

Hyland, K., & Paltridge, B. (2011). Continuum companion to discourse analysis. New York, NY: Continuum International Publishing Group.

Jakobson (1984) ‘Language and parole: code and message’, in Jakobson (1990), pp. 80–109.

Janowitz, M. (1968). Harold D. Lasswell's contribution to content analysis. American Association for Public Opinion Research, 32(4), 646-653. Retrieved from http://www.jstor.org/stable/2747743

Janssens, M., & Steyaert, C. (2017). Re-considering language within a cosmopolitan understanding: Toward a multilingual franca approach in international business studies. Language in International Business, 163-193.

Kelly, A., Lawlor, K., & O'Donohoe, S. (2005). Encoding advertisements: The creative perspective. Journal of Marketing Management, 21(5-6), 505-528.

Kress, G., & Leeuwen, T. V. (2006). Reading Images: The Grammar of Visual Design (2nd ed.). London, England: Routledge.

Lakoff, George & Mark Johnson (1980): Metaphors We Live By. Chicago: University of Chicago Press

Leymore, V. (1975). Hidden Myth: Structure and Symbolism in Advertising. London: Heinernann

McLeod, J. (2016). Colour Psychology Today. Alresford, U.K: John Hunt Publishing.

Melani, A. (2017, April 21). Intip 4 Industri Penguasa Iklan Televisi. Retrieved from https://www.liputan6.com/bisnis/read/2928444/intip-4-industri-penguasa-iklan-televisi

Oswald, Laura R. (2012) Marketing Semiotics. Oxford: Oxford University Press.

O’Halloran, K.L. (2011). Multimodal Discourse Analysis. In B. Paltridge, & K. Hyland, The Continuum Companian to Discourse Analysis (pp. 120-137). New York: Continuum International Publishing Group.

O'Sullivan, Tim, John Hartley, Danny Saunders, Martin Montgomery & John Fiske (1994): Key Concepts in Communication and Cultural Studies. London: Routledge

Pasopati, G. (2016, October 24). Jurus Sampoerna kerek laba meski volume penjualan turun. Retrieved from https://www.cnnindonesia.com/ekonomi/20161024141043-92-167541/jurus-sampoerna-kerek-laba-meski-volume-penjualan-turun

Pease, A., & Pease, B. (2004). The Magic of Smiles and Laughter. In The definitive book of Body Language. Buderim: Pease International

Richards, J. C. and Schmidt, R. (2002). Longman dictionary of language teaching and applied linguistics. Edinburgh Gate: Pearson Education Limited.

Saussure, F. (1974). Course in General Linguistics. London: Fontana.

Schreier, M. (2012). Qualitative Content Analysis in Practice. London: SAGE Publications Ltd.

Shimp, T. A., & Andrews, J. C. (2012). Packaging, point-of-purchase communications, and signage. In Advertising promotion and other aspects of integrated marketing communications. Boston, MA: Cengage Learning.

Silalahi, H. D. (2019, May 28). Inovasi Marketing membuat Sampoerna Mild menjadi Rokok Nomor 1 di Indonesia. Retrieved from https://www.kompasiana.com/donalsigiro/5cecb4756b07c558f40ab9f5/inovasi-marketing-membuat-sampoerna-mild-menjadi-rokok-nomor-1-di-indonesia

Smith-Hefner, N. J. (2012). Youth language, gaul sociability, and the new Indonesian middle class. Jurnal Studi Pemuda, 1(1), 64-74.

Skračić, T., & Kosović, P. (2016). Linguistic analysis of English advertising slogans in yachting. Transactions on Maritime Science, 5(1), 40-47.

Wu, D. D., & Chan, K. (2007). Multilingual mix in Hong Kong advertising, Pre- and Post-1997. Asian Journal of Communication, 17(3), 301-317.




DOI: https://doi.org/10.9744/katakita.7.3.382-390

Refbacks

  • There are currently no refbacks.


Supported by:

Indexed in:

  

   

Tools:

 



Stats (installed since 17 December 2018)
View My Stats