Gaya Hidup Urban dalam Iklan Rokok :(Analisis Semiotik Represnetasi Gaya Hidup Urban dalam Iklan Rokok A Mild versi Manimal dan U Mild versi Cowo Lebih Tau)

Febriana Noor Haryati, Widodo Agus Setianto

2016 | Skripsi | Ilmu Komunikasi

ABSTRACT Television advertising is one of the most efficient way for companies to promote their products, based on the consumption of television magnitude which reached 91.55% every day. Cigarettes became one of a kind product that has a lot of rules to advertising in various media, especially television. However, cigarette advertising are still in the second place and spend Rp 100 trillion in 2012. PT HM Sampoerna Tbk which produce brand A Mild and U Mild using lifestyle as their advertising appeals. Myth emerging lifestyle of the urban area represented by cigarette advertising on television. Through semiotical analysis method of Roland Barthes, this research look for how the representation of urban lifestyle that is contained in the A Mild cigarette advertising and U Mild Manimal version Cowo More versions of Tau. Results of the analysis reveal that the myth of urban lifestyle represented in both video ads includes : buildings and urban facilities, individualism, exclusivity, activity, community, fashion, attention seeker, night life, work, consistency, freedom and equality between men and women, mindset of men and women, and female socialite. Keywords : A Mild & U Mild Ads, Cigarette Advertising, Lifestyle, Semiotic in Advertising, Semiotical Communication, Urban Lifestyle.

Kata Kunci : Gaya Hidup; Iklan Televisi