ANALISIS SEMIOTIKA CHARLES SANDERS PEIRCE PADA REPRESENTASI PERILAKU NEGATIF MASYARAKAT DALAM TAYANGAN IKLAN ROKOK A MILD BUKAN MAIN FULL VERSION 60S

Abstract

Cigarette ads a mild bukan main full version 60s duration of 60 seconds has a topic about the phenomenon of bad habits or negative behavior of the community that occurs in the community, where this ad brings a distinctive and authentic feel by taking locations in various corners of Indonesia that are doing various daily activities. The process of filming cigarette ads a mild displays some negative behaviors that exist in the community, such as 8 scenes in the ad. The goal of the study was to find out how negative behavior representations in cigarette ads bukan main full version 60s using Charles Sanders Peirce's semiotical analysis. This study uses qualitative research methods with a focus on semiotics research, and examines the signs on research objects that represent the meaning of negative behavior in scenes in cigarette ads a mild version bukan main full version 60s. In this study, data analysis used Charles Sanders Pierce's semiotic analysis. The analysis put forward by Charles Sanders Peirce focuses on the theory of the triangle of meaning consisting of three main elements, namely signs, objects, and interpretants. Based on the analysis of the results of the study, the representation in cigarette ads a mild is displayed in this ad that is about the negative behavior of people who unwittingly make the people around them feel disturbed and upset. Representation of negative behavior seen in scene 1, scene 2, scene 3, scene 4, scene 5, scene 6, scene 7, scene 8. Among others, using assembled vehicles, using vehicles with excessive loads, blocking the path of others, not caring about the surroundings, and the absence of empathy for others.