A Semiotic Analysis in Esse Change Cigarette Video Advertising

Yosi Yuniar, . (2023) A Semiotic Analysis in Esse Change Cigarette Video Advertising. Other thesis, Universitas Pamulang.

	Text 1. File Cover - Yosi Yuniar.pdf Restricted to Registered users only Download (415kB)
	Text 2. File BAB I - Yosi Yuniar.pdf Restricted to Registered users only Download (79kB)
	Text 3. File BAB II - Yosi Yuniar.pdf Restricted to Registered users only Download (188kB)
	Text 4. File BAB III - Yosi Yuniar.pdf Restricted to Registered users only Download (71kB)
	Text 5. File BAB IV - Yosi Yuniar.pdf Restricted to Registered users only Download (776kB)
	Text 6. File BAB V - Yosi Yuniar.pdf Restricted to Registered users only Download (9kB)
	Text 8. File Jurnal Skripsi - Yosi Yuniar.pdf Restricted to Registered users only Download (99kB)

Abstract

The Indonesian government has imposed strict regulations on cigarette advertising, so cigarette companies have become very creative in promoting their products. In an advertisement, there are many semiotic signs that imply hidden messages that are trying to be conveyed to consumers. This research discusses the semiotic analysis of Esse Change cigarette advertising videos using Roland Barthes' theory. The data source used is the Esse Change cigarette advertising video version of "Click to Change" which was published on YouTube in 2019. The signs of denotation, connotation, and myths that appear in cigarette advertisements are described with a qualitative descriptive approach and the results of the analysis are described systematically in paragraph. The results found that there are meanings contained in the form of signs based on denotation, connotation, and myth. Signs are illustrated with words, images, and colors that appear in the advertisement. Advertisers try to make videos from the consumer's point of view that each cigarette advertisement has its own characteristics. The conclusion of this research is that denotative and connotative signs in advertisements contain hidden meanings that eventually become myths. Keywords: Connotation, Denotation, Esse Change Cigarettes, Myth, Semiotics, Signs.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Connotation, Denotation, Esse Change Cigarettes, Myth, Semiotics, Signs.
Subjects:	P Language and Literature > PR English literature
Divisions:	Faculty of Law, Arts and Social Sciences > School of Humanities
Depositing User:	Rizky Andika
Date Deposited:	02 Jul 2024 07:16
Last Modified:	02 Jul 2024 07:16
URI:	http://repository.unpam.ac.id/id/eprint/13416

Actions (login required)

View Item