Penanda Pesan Moral dalam Iklan Televisi Analisis Semiotika Ferdinand De Saussure pada Iklan Rokok Gudang Garam “Dirgahayu Indonesiaku Ke-77”

Abstract

The purpose of this study was to find out and analyze the moral message contained in the Gudang Garam cigarette advertisement “77th Indonesian Independence Day". In this study, researchers used the theory of Seniotics, the Ferdinand de Saussure approach, descriptive qualitative, Sudaryanto's referential equivalent method. In general, cigarette advertisements cannot display their products freely, so Gudang Garam cigarette advertisements are looking for creative ideas to promote their products in order to attract public attention, one of which is by packaging moral messages in their advertisements. This study found the signifier, signified and moral messages contained in the Gudang Garam advertisement "77th Indonesian Independence Day" namely: never give up, work hard, be diligent and have faith. However, the advertisement is something that has no special relationship between the product and the message conveyed in the advertisement. Gudang Garam makes the audience as victims of the consumption of product meanings that have been created by advertisers as a tool to trick audiences from ad impressions that insert moral messages in their advertisements.