Semiotic Meanings in the Esse Change ‘Click to Change’ Cigarette Advertisement

Authors

  • Yosi Yuniar Universitas Pamulang

Keywords:

myth, Esse change cigarette, denotation, connotation

Abstract

The Indonesian government has imposed strict regulations on cigarette advertising, so cigarette companies have become very creative in promoting their products. In an advertisement, there are many semiotic signs that imply hidden messages that are trying to be conveyed to consumers. This research discusses the semiotic analysis of Esse Change cigarette advertising videos using Roland Barthes' theory. The data source used is the Esse Change cigarette advertising video version of "Click to Change" which was published on YouTube in 2019. The signs of denotation, connotation, and myths that appear in cigarette advertisements are described with a qualitative descriptive approach and the results of the analysis are described systematically in paragraph. The results found that there are meanings contained in the form of signs based on denotation, connotation, and myth. Signs are illustrated with words, images, and colors that appear in the advertisement. Advertisers try to make videos from the consumer's point of view that each cigarette advertisement has its own characteristics. The conclusion of this research is that denotative and connotative signs in advertisements contain hidden meanings that eventually become myths.

References

Adler, R. B., & Rodman, G. R. (2016). Understanding Human Communication (13 ed.). Oxford: Oxford University.

Barthes, R. (1977). Element of Semiology. (A. Lavers, & C. Smith, Trans.) New York: Hill and Wang.

Bouzida, F. (2014). The Semiology Analysis in Media Studies. International Conference on Social Sciences and Humanities, 38-51.

Chandler, D. (2007). Semiotics: The Basic (2nd ed.). London: Routledge.

Creswell, J. W. (2007). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches (2nd ed.). California: Sage Publications.

Faizan, A. (2014). Pengaruh Kreativitas Iklan dan Endorser Terhadap Proses Keputusan Pembelian Konsumen Mie Sedaap. Management Analysis Journal, Vol. 1(No. 2), 36-45.

Kotler, P., & Keller, K. L. (2005). Marketing Management (12 ed.). New Jersey: Prentice Hall.

___________. (2007). Manajemen Pemasaran (12 ed.). (B. Molan, Trans.) Jakarta: Indeks.

Sobur, A. (2013). Semiotika Komunikasi. Bandung: Remaja Rosdakarya.

Sudaryanto. (2015). Metode dan Aneka Teknik Analisis Bahasa. Yogyakarta: Duta Wacana University Press.

Widyatama, R. (2007). Pengantar Periklanan. Jakarta: Buana Pustaka Indonesia Press..

Downloads

Published

2025-04-13

How to Cite

Yosi Yuniar. (2025). Semiotic Meanings in the Esse Change ‘Click to Change’ Cigarette Advertisement . Paradigma Lingua, 5(2), 48–53. Retrieved from https://openjournal.unpam.ac.id/index.php/Paradigma/article/view/48488

Issue

Vol. 5 No. 2 (2025): Paradigma Lingua: Jurnal Penelitian Bahasa dan Sastra

Section

Articles

License

Authors who publish with this journal agree to the following terms:

    1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.

    1. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.

  1. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).

Paradigma Lingua have CC-BY-SA or an equivalent license as the optimal license for the publication, distribution, use, and reuse of scholarly work.

In developing strategy and setting priorities, Paradigma Lingua recognize that free access is better than priced access, libre access is better than free access, and libre under CC-BY-SA or the equivalent is better than libre under more restrictive open licenses. We should achieve what we can when we can. We should not delay achieving free in order to achieve libre, and we should not stop with free when we can achieve libre.