Analisis Semiotika Iklan Rokok Djarum 76 Serial “Jin” Versi “Terdampar, Jangkrik, Matre, Pingin Ganteng, dan Korupsi”

Abstract

The semiotic method is one of the effective analytical tools to analyze the Djarum 76 cigarette advertisement in the “Jin” series entitled Terdampar, Jangkrik, Matre, Pingin Ganteng, and Korupsi. In this semiotic research, the theory used refers to Charles Sanders Peirce which involves the stages of semiosis including representation (R) or the substance outside the sign which is directly related to the individual, object (O) or idea known as the sign client, the third interpretant (I) which translated by the expression by the mediator. The Djarum 76 advertisement for the “Jin” series entitled Terdampar, Jangkrik, Matre, Pingin Ganteng, and Korupsi presents the character of a genie that is formed and intended to engage customers and the public. In this way, observers and buyers will feel involved with the genie character who behaves funny. In fact, genie characters have articulations that grin, surprise, or laugh. The depiction of the genie character that is scary, not surprising, but looks entertaining implies that the imagination component comes from the promotion of Djarum 76 which is packed with jokes. This research is expected to dissect the representations used by advertisements to gain a deeper understanding of the signs and their implications for readers. Charles Sanders Peirce's hypothesis issuitable for semiotic testing, especially in thisresearch, which includes testing of signs and their implications.