A Semiotic Analysis On Anti-Drugs And Hiv/Aids Advertisements Using Roland Barthes’ Theory

Hermanto, . (2019) A Semiotic Analysis On Anti-Drugs And Hiv/Aids Advertisements Using Roland Barthes’ Theory. Universitas Pamulang, Tangerang Selatan.

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Abstract

The aims of this study is to find out the connotation meanings of the verbal and non verbal signs of Anti-drugs and HIV/AIDS advertisements. Further, to know the myth implied in those advertisements. The method of this study is descriptive qualitative. It means that the writer collects the advertisements to be analyzed, then, analyzes and interprets them in description. There are six advertisements which the writer analyzed. Three of them are Anti-Drugs Advertisements, and the last three are HIV/AIDS Advertisements. The writer is interested in analysing them because there are many deep meanings which are delivered to the readers. In analyzing those advertisements, the writer finds some signs in each version of the advertisement. There are seven signs in “Smoking” version, two signs in “Cup” version, three signs in “A Letter” version, three signs in “Save the Children” version, three signs in “A Woman” version, and three signs in “Women, Gender and HIV/AIDS” version. Besides that, the writer also finds that not all of them consist of all semiotic codes of Roland Barthes, which there are five codes. Only “Smoking” and “Cup” version don’t consist of semantic code. “A Woman” and “Women, Gender and HIV/AIDS” version don’t consist of proairetic code. Finally, “A Letter” and “Save the Children” version only have hermeneutic and referential code. The conclusion is that all advertisements must have hermeneutic and referential code. Keyword: semiotics, connotation, myth, advertisement, descriptive qualitative.

Item Type:	Other
Subjects:	P Language and Literature > PR English literature
Depositing User:	Andika Rizky Nugraha
Date Deposited:	09 May 2019 07:27
Last Modified:	10 May 2019 01:53
URI:	http://repository.unpam.ac.id/id/eprint/6739

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