The A-Mild advertisements shown in Mataram city will be studied using the Roland Barthes Semiology approach. Advertising, in the context of this research, is seen as an arena used to resolve social contradictions, offer identity models, and celebrate the existing social order. This is performed to reinforce the impression or a particular image of the product being advertised. The message content of the product visuals is replaced not just by the existence of various rules or regulations that prohibit the presence of tobacco products or smoking activities. These concepts are a series of mythic buildings articulated in advertisements to replace the appearances of messages conveyed by the tobacco products. Most of the cigarette advertisements offer various concepts such as fun, style, and self-confidence. Myth, Semiotics, Roland Barthes, Cigarette advertisement Abstract
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