Efendi, Ilham (2012) A Semiotic analysis on slogans and pictures in Marlboro Cigarette Advertisement. Undergraduate thesis, Universitas Islam Negeri Maulana Malik Ibrahim.
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Abstract
ABSTRACT
Advertising as a form of mass communication in contemporary society has a strong influence on the audience. It applies a variety of particular slogans and pictures to rave dream, create, demand, stimulate people’s desire for consumption and influencing consumers’ attitudes and behaviors. C.S. Pierce’s theory about semiotics and critical theory about advertising semiotics provide theoretical foundations to examine how advertising works to make the audiences unconsciously being manipulated. The objectives of this analysis is to interpret the meanings of slogan and picture used on Marlboro cigarette advertisement and to find the considerations of selecting the slogan and picture of Marlboro cigarette advertisement from the perspective of semiotics to argue its manipulation of consumers by encoding Representament, Object, and Interpretant.
This analysis used qualitative method because these advertisements are in the form of slogan (text) and picture (image). Besides, the function of qualitative research is to classify the phenomenon deeply. While the data collection used by the researcher are by downloading Marlboro advertisements which consist of slogan and picture from internet and selecting them based on semiotic approach.
From this analysis of advertisement, the researcher found two considerations in selecting slogan and picture which influence the increase of the product sales. First, the product of Marlboro cigarette advertisement is relevance with the target customer, so the audiences are attracted to consume the product, such as the Marlboro cigarette which is for women. The second, the period of the product of Marlboro cigarette advertisement also determines the increase of the sales. It is presented by phenomenon happened in human’s life that is like pollution caused by smoke.
Item Type: | Thesis (Undergraduate) | ||||||
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Supervisor: | Susanto, Djoko | ||||||
Contributors: |
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Keywords: | Slogan; Picture; Advertisement; Semiotics | ||||||
Departement: | Fakultas Humaniora > Jurusan Bahasa dan Sastra Inggris | ||||||
Depositing User: | Moch. Nanda Indra Lexmana | ||||||
Date Deposited: | 22 Feb 2023 14:12 | ||||||
Last Modified: | 22 Feb 2023 14:12 | ||||||
URI: | http://etheses.uin-malang.ac.id/id/eprint/47166 |
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