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All Journal Primanomics : Jurnal Ekonomi & Bisnis The Management Journal of Binaniaga Jurnal Eduscience (JES) Jurnal EMA (Ekonomi Manajemen Akuntansi) Jurnal Manajemen dan Profesional AL GHAZALI International Conference Proceedings Karunia: Jurnal Hasil Pengabdian Masyarakat Indonesia
Yudi Agus Setiawan
Universitas Nahdlatul Ulama Al Ghazali Cilacap
Religion Agriculture, Biological Sciences & Forestry Humanities Chemistry Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Health Professions Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Journal : Primanomics : Jurnal Ekonomi

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Semiotic Study on Cigarette Advertisements Yudi Agus Setiawan; Norma Eralita
Primanomics : Jurnal Ekonomi & Bisnis Vol. 21 No. 1 (2023): Jurnal Primanomics : Jurnal Ekonomi dan Bisnis
Publisher : Fakultas Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31253/pe.v21i1.1528

Abstract

Semiotic is study of sign. The signs deliver communicative message through verbal (gestures and utterance) or non-verbal information (body language) that leads viewers comprehend the message well. Based on the type, sign divided into three, they are icon, index and symbol. This research analyzes three types of sign, icon, index, symbol on cigarette advertisement. The data of this research are cigarette advertisements which consist of 2 different cigarette brands from two biggest cigarette companies in Indonesia Djarum and Gudang Garam. Those data are then classified into sign (icon, symbol and index). This research applied descriptive qualitative method. To classify the type of sign, the researcher used Pierce theory (Coleman, 2017). Based on the analysis on cigarettes advertisement, each advertisement contains own icon, index, symbol meaning. The icons in the cigarettes advertisement consisted of pictures of human, things and cigarettes product’s logos. While the indexes found in television cigarettes advertisement were mostly the pictures of the human attitude, things, and slogan or the cigarettes brands. From the icon, index, symbol, it can be seen the male characters as their theme. The men's characters used as the theme of cigarettes advertisement are brave, tough, masculine, fond of challenges and strong.
Co-Authors Dina Prasetyaningrum Hakim Hakim Norma Eralita SUWONO Wahyu Nur Himah