Konsep Diri dalam Iklan Rokok A Mild (Analisis Semiotika tentang Konsep Diri dalam Iklan Rokok A Mild Versi “Cowok Blur” Go Ahead 2011)

Abstract

The research uses Roland Barthes semiotic analysis, to figure out the significance of self concept in A Mild advertising version “ cowok blur” Go Ahead 2011. The purpose of this research is to determine how the image of self. Concept in A Mild advertising version “cowok blur” Go Ahead 2011 to the society. The research method used is semiotic analysis by using analysis of Roland Barthes. Analysed in this study are the signifier and signified, images, signs and symbols, myths contained there in, the design of the ad, color composition, shooting technique and cigarette advertising goals. Data collection technique using direct observation with relevant sources and supported by literature research. The results of this study demonstrate the concept of self. Image that occurs advertising. A Mild version “cowok blur” Go Ahead 2011 contains significance, that cigarettes are goods which influence the self. Concept of young people in modern times and has became an urban lifestyle, but behind it all. Cigarette ads merely selling cigarette products with compelling ads and overside the health of young people as a major buyer of A Mild cigarettes.