Menyingkap Makna dan Tanda dalam Iklan Rokok A-Mild Versi “Hasrat”: Kajian Semiotika

This semiotic study seeks to investigate how meanings and ideology in the A-Mild advertisement are represented through denotation, connotation and myth. By using Barthes’ (1991) Orders of Signification and Dyer’s (1982) theory of visual elements, this study uses a descriptive qualitative method as the basic principle of methodology. The results of the study show that the advertisement tries to attract consumers by delivering a message that ‘desire’ is something crucial in someone’s life. Moreover, it is indicated that there are several myths in the advertisement. First, ‘desire’ is something which can determine someone’s success in life. Second, happiness can be defined as freedom, pleasure, success, luxury and happiness with beloved ones. Third, smoking may help someone to find his hidden desire and lead him to his true choice in life. Furthermore, it is also revealed that the advertisement has hidden ideologies. The advertisement has implicitly suggested a life style which is consumptive and hedonistic such as a high class life (having a luxurious car). It also distorts the idea that smoking is not threatening and dangerous. Considering the underlying ideologies in this advertisement, it is found that there is a form of persuasiveness which has implicitly tried to make a good image of cigarette on the consumers’ minds. Therefore, the results of this study are expected to show the real image of the advertisement that it affects the consumers’ psychology and in consequence they unconsciously perceive the act of smoking as something elegant (as implied in the hedonism and freedom view) or not dangerous. Abstrak Penilitian ini berjudul Analisis Semiotika: Menyingkap Makna dan Tanda dalam Iklan Rokok A-Mild Versi “Hasrat”. Penelitian ini bertujuan untuk mengetahui bagaimana makna dan ideologi dalam iklan rokok A Mild versi “Hasrat” direpresentasikan melalui makna denotasi, konotasi serta mitos. Dengan melakukan metode penelitian deskriptif kualitatif, penelitian ini menggunakan analisis semiotika sebagai prosedur penelitian yang berbasis pada teori tatanan signifikasi milik Barthes (1991) dan teori elemen visual milik Dyer (1982). Temuan menunjukan bahwa iklan rokok ini mencoba menarik minat konsumen dengan cara penyampaian pesan krusial mengenai pencarian hasrat dalam kehidupan seseorang. Akan tetapi, lebih jauh temuan mengindikasikan bahwa terdapat beberapa mitos dalam iklan rokok ini. Pertama, hasrat merupakan sesuatu yang dapat menentukan kesuksesan hidu