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Fiqa Annisa, I Gusti Agung Alit Suryawati, Ade Devia Pradipta

“Cigarette advertisements are packaged differently because of regulations regarding the broadcasting rules. Advertisers are required to be creative in making advertisements so that they do not violate the established regulations, by only displaying brand images without clearly showing their products. The images commonly displayed in cigarette advertisements are lifestyle, passion, and masculinity, but different from the usual version of Sampoerna A Mild advertisement, it was found to raise issues of social reality and criticize mass cultural deviations and social problems. This study uses a qualitative approach with descriptive methods and uses the semiotic theory of Charles Sanders Peirce, to find out the meaning of social criticism in the Sampoerna A Mild advertisement version of Bukan Main. The results of this study indicate that this advertisement criticizes three of the eight social problems that occur in the community, namely violations of norms, crime and also environmental problems. Keywords: Advertising, Sampoerna A Mild, Semiotics, Social Criticism, Social Problem”

Advertising, Sampoerna A Mild, Semiotics, Social Criticism, Social Problem

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https://jurnal.harianregional.com/komunikasi/full-77011

ANNISA, Fiqa; ALIT SURYAWATI, I Gusti Agung; PRADIPTA, Ade Devia. KRITIK SOSIAL DALAM IKLAN SAMPOERNA A MILD VERSI “BUKAN MAIN” (ANALISIS SEMIOTIKA CHARLES SANDERS PEIRCE).E-Jurnal Medium, [S.l.], v. 2, n. 2, p. 75-82, aug. 2021. Available at: https://jurnal.harianregional.com/komunikasi/id-77011. Date accessed: 08 Jul. 2024.

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Vol 2 No 2 (2021): Jurnal Ilmu Komunikasi Vol 2 No 2 Tahun 2021

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Cigarette advertisements are packaged differently because of regulations regarding the broadcasting rules. Advertisers are required to be creative in making advertisements so that they do not violate the established regulations, by only displaying brand images without clearly showing their products. The images commonly displayed in cigarette advertisements are lifestyle, passion, and masculinity, but different from the usual version of Sampoerna A Mild advertisement, it was found to raise issues of social reality and criticize mass cultural deviations and social problems. This study uses a qualitative approach with descriptive methods and uses the semiotic theory of Charles Sanders Peirce, to find out the meaning of social criticism in the Sampoerna A Mild advertisement version of Bukan Main. The results of this study indicate that this advertisement criticizes three of the eight social problems that occur in the community, namely violations of norms, crime and also environmental problems.

Keywords: Advertising, Sampoerna A Mild, Semiotics, Social Criticism, Social Problem

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Tiarizatul, Muna (2022) ANALISIS IKLAN ROKOK SAMPOERNA A MILD PADA SPANDUK VERSI “BUKAN MAIN” DALAM UNSUR PESAN SOSIAL. S1 thesis, Universitas Malikussaleh.

Penelitian ini berjudul "Analisis Iklan Rokok Sampoerna A MILD Pada Spanduk Versi "Bukan Main" Dalam Unsur Pesan Sosial". Penelitian ini dilatarbelakangi keinginan penulis untuk mengetahui unsur pesan sosial apa saja yang terdapat dalam iklan spanduk rokok Sampoerna A MILD versi "Bukan Main". Tujuan penelitian ini adalah untuk mengetahui unsur pesan sosial yang disampaikan dalam iklan rokok Sampoerna A A MILD versi "Bukan Main" pada spanduk. Dalam penelitian ini, peneliti menggunakan analisis semiotika Roland Barthes dengan menggunakan tanda konotasi, denotasi, dan mitos. Penelitian ini menggunakan pendekatan kualitatif deskriptif. Teknik pengumpulan data menggunakan observasi, dokumentasi dan studi pustaka. Hasil penelitian ini menunjukkan bahwa rokok Sampoerna A MILD versi "Bukan Main" yang selalu menyisipkan pesan sosial bersifat satire hanya ditujukan kepada masyarakat agar dapat mekahirkan citra yang positif, padahal yang kita ketahui bahwasanya iklan sebuah rokok memiliki tujuan dan kepentingan komersial, pribadi dan ideologi yang semata-mata hanya untuk mendapatkan keuntungan dengan menciptakan realitas pada masyarakat. Dengan teknik manipulasinya yang terkesan menarik akan membentuk image yang positif. Dari gambaran tersebut kita ketahui bahwa mereka hanya menjual citra bukan produk, sehingga terjadilah perubahan pola pikir masyarakat. Kata Kunci: Analisis Iklan, Rokok Sampoerna A-Mild, Semiotika Roland Barthes

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Suhendi, Indra Setiawan (2021) Kritik Sosial Dalam Iklan Rokok Sampoerna A Mild Go Ahead Edisi “Bukan Main” Versi 1. Other thesis, Universitas Komputer Indonesia.

Penelitian ini berjudul Kritik Sosial Dalam Iklan Rokok Sampoerna A Mild Go Ahead Edisi “Bukan Main” Versi 1. Penelitian ini bertujuan untuk mengetahui bagaimana makna semiotik dan kritik sosial terhadap tiap scene yang terdapat dalam iklan rokok tersebut. Metode penelitian yang digunakan adalah pendekatan kualitatif dengan dengan pendekatan analisis semiotika, teknik pengumpulan data yang digunakan adalah studi kepustakaan dan dokumentasi, yang kemudian dianalisis sesuai dengan analisis semiotik. Teknik analisis data dilakukan dengan menggunakan analisis Roland Barthes yaitu, denotatif, konotatif, dan mitos. Hasil penelitian ini menunjukan bahwa makna denotatif merupakan makna apa yang tampak dalam tiap scene dalam iklan tersebut, sementara makna konotatif dapat dilihat dari teknik dan proses pengambilan gambar iklan tersebut. Sedangkan mitos merupakan sebuah makna yang timbul setelah makna konotatif yang lahir secara bersamaan dalam setiap scene-scene tersebut.Kesimpulan penelitian ini menunjukkan bahwa makna denotasi dapat terlihat dari aktifitas orang-orang khususnya di Ibu Kota yang sangat beragam. Makna konotasi secara keseluruhan iklan tersebut menekankan pada kritis sosial yang dialami pada orang-orang di Ibu Kota saat ini, yaitu dengan menyinggung hal-hal kecil yang dapat berimbas kepada orang lain maupun lingkungan. Terutama ketidak pedulian orang-orang akan sesamanya.