IKLAN DALAM WACANA POSTMODERN STUDI KASUS IKLAN ROKOK A-MILD
:
https://doi.org/10.9744/nirmana.1.1.
Abstract
During the uncertain situation of politics%2C social%2C economic and culture in Indonesia recently%2C there is a new phenomenon%2C that is the existence of thousands ads of A-Mild cigarette%2C which brings various questions. The ads of this cigarette do not show a relationship between the underlying messages with the products. It is%2C indeed a strange mode in the advertisement world. The performance of A-Mild ads in this article is analyzed by the linguistic approach%2C namely semiotic theory; a theory which comes from the language theory. The message of this ads (both text and images) can be read as a sign or group of signs. Between signifier and the signified of A-Mild ads there is no ideologic and stable relationship%2C but in fact they look ironic and represent "what I please idea". The performance of A-Mild ads show the growing aspects of life at that time%2C so the text (the postmodern work) does not only produce a single meaning%2C but also a multidimensional space in which various problems interact and get mixed with each other. The ads also indicate the use of one of postmodern aesthetic language%2C namely parody.Abstract in Bahasa Indonesia :
Didalam situasi politik%2C ekonomi%2C sosial dan budaya yang tidak menentu di Indonesia saat ini%2C hadir fenomena baru yakni munculnya ribuan iklan rokok A-Mild; yang dalam penampilannya mengundang beragam pertanyaan. Sajian iklan yang dihadirkan%2C tidak memperlihatkan adanya hubungan antara pesan-pesan yang disampaikan dengan produk yang dipasarkan%2C sesuatu yang terlihat janggal dalam dunia iklan pada umumnya. Tampilan iklan A-Mild%2C dalam kertas kerja ini dikaji dengan pendekatan linguistik%2C yaitu teori semiotik%2C suatu teori yang berasal dari teori kebahasaan. Pesan dalam iklan (baik teks maupun gambar) dapat dibaca sebagai tanda atau sekumpulan tanda. Antara penanda (bentuk) dan petanda (makna) dalam tampilan iklan A-Mild terlihat tidak terlihat hubungan yang ideologis dan mapan%2C namun justru ironis dan terlihat semaunya. Tampilan iklan A-Mild tampak memadukan pula aspek-aspek kehidupan yang berkembang di saat itu%2C sehingga teks (karya post-modern) bukan lagi karya yang menghasilkan makna yang tunggal%2C melainkan sebuah ruang yang multidimensional yang didalamnya memang tercampur-aduk dan berinteraksi berbagai macam persoalan. Iklan ini mengindikasikan pula penggunaan salah satu bahasa estetika postmodern yaitu parodi. Iklan%2C iklan A-Mild%2C Semiotika%2C Post-modern
Published
2004-08-18
How to Cite
H. Istanto, F. (2004). IKLAN DALAM WACANA POSTMODERN STUDI KASUS IKLAN ROKOK A-MILD. Jurnal Desain Komunikasi Visual Nirmana, 1(1). https://doi.org/10.9744/nirmana.1.1.
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