Makna Pesan Iklan Sampoerna A Mild “KARENA A PASTI YANG PERTAMA” (Kajian Semiotika Roland Barthes)

Abstract

This study aims to determine the meaning of the message in the Sampoerna A Mild cigarette advertisement version “Karena A Pasti Yang Pertama” and analyzed through denotation, connotation and myth meanings. By using this type of qualitative research with analytic descriptive method, this study applies semiotic analysis as a step in conducting research based on Roland Barthes' theory of significance. This research shows that this cigarette advertisement seeks to instill two myths in order to improve the image of the product through creative strategiessoft selling. The positive image of the ad helps to increase the value onbrand behind the negative connotation of cigarette products. In this advertisement, Sampoerna A Mild shows its image as a pioneer of trends in the cigarette industry in Indonesia. Then, this advertisement also implies that Sampoerna A Mild is developing variations on its cigarette products as a form of innovation for the creativity shown. Thus the results of this study indicate that semiotic studies can help decipher the meaning contained in the cigarette advertisement itself.