KRITIK SOSIAL DALAM IKLAN KOMERSIL (Analisis Semiotika pada Iklan Djarum 76)

Muhammad Badarudin


Media products which have ability to change people’s behavior are advertising. Advertising is a form of communication between producers and people by utilizing mass media, in order to message
can be simultaneously received by global people. Advertising communication contains information about the existence of product by using words, pictures, texts, and sounds which are packed in interesting, funny, critical appearance and encourages
people to buy the products. This paper is a result of semiotic analysis to the signs of audiovisual in commercial advertising of Djarum 76, version of “corruption, extortion, and bribery”
and version of “honest campaign”, so it can be concluded that Djarum 76 advertising is advertising which not only contains the elements of humor as a story concept but also touchs the social
problems where the concept represents the social condition in Indonesia. Some conclusions are as follows: First, the meaning of sign on advertising of version “corruption, extortion, and bribery”
describes representation to officials who do the corruption practice and working style of employees and government bureaucracy, and also describes disillusionment and community dissatisfaction
to the services of government. Second, the results of the research to the meaning of some scenes in advertising of Djarum, versions of “corruption, extortion, and bribery” and “honest campaign”,
there are denotation and connotation meaning associated with social criticisms, and those criticisms are criticism for corruption culture of government officials, criticism for corruption cases of
law enforcement, criticism for working culture of employees who are not productive, and criticism for official candidate in the general election.

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