Pesan Iklan Rokok U Mild Versi “Bersaudara Itu Soal Rasa” Dalam Kehidupan Sehari-Hari

Abstract

The purpose of this study is to understand the meaning of friendship in cigarette advertisements with friendship in everyday life. The theory used in this study is Roland Barthes' semiotics with his ideas known as the concept of denotation, connotation and myth. The results of the study show that the denotative meaning depicted in the U Mild Versi Bersaudara Itu Soal Rasa advertisement describes a friendship that is faced with challenges and competition in life that has very difficult trials. Furthermore, the connotation that can be described is that despite all these challenges, humanity must be prioritized. The struggle to achieve a desired goal will be easier if the activity is done or carried out together. However, if observed, the advertisement actually shows competition between individuals in achieving their goals. Thus, the myth that the advertisement tries to convey describes that in friendship relations, there is an individualistic attitude that will emerge in every effort to solve problems, challenges and achieve each other's goals.

Keywords: Message, Advertisement, Semiotics, Roland Barthes