Ajeng Oksa K / 0911110108 Semiotics A

Semiotics Analysis of Sampoerna A-Mild Billboard Advertisement Siang dipendam, Malam balas dendam

It is interesting to analyze cigarettes advertisement, because they never show the cigarette, they also never use an utterance or picture which is ask us to use or buy their product. Moreover, they give a warning that smoking is not good for our health. However, their advertisements are always interesting to see. Sometimes, we cant directly understand what they mean in their advertisement. Also, some of them are contain a critique and satire. In this essay, I will conduct a semiotics analysis of Sampoerna A-Mild billboard advertisement, Tanya Kenapa version. I choose one of their advertisements which tagline is Siang dipendam, Malam balas dendam. This advertisement is published in Ramadhan 2007, when muslims do their fasting. This advertisement itself has two versions of day and night. In the day, empty plates and bowls, but at night those plates and bowls are full of food. Nothings different from those versions. The tagline, the brand name, and the smokings warning are similar, only the empty plates in the day and the plenty food at night that makes them different. I think, they do that is intent to emphasize the message. This advertisement is published in Ramadhan. It is the month when all muslims in the world are do their fasting. As a muslims, we have to know that fasting is not only refrain from eat and

drink. We also have to do something else, such as didnt lie, mortify the flesh, keep our temper, and improve ourselves. If we go to its denotation, connotation and myth, we can see that this advertisement displaying an empty plates and plenty food as the denotation. Then for its connotation, because it is published in Ramadhan, this advertisement is quipped muslims who are not right in doing their fasting, nowadays. Moreover, to the myth, we know that in these days, most of muslims didnt do the true fasting. They think that fasting is only refrain from eat and drink. So that, I think this advertisement is made for quipped muslims. They will refrain from eat and drink in the day, but when Maghrib comes, they will eat and drink greedily. Whereas, muslims are not permitted in Islam to doing that thing. It is a brilliant way to give a teasing to our society. They make it indirectly, so we have to think about it for getting the meaning. From the analysis above, I can conclude that even the cigarettes advertisement cannot show their product and ask directly to the consumer to use or buy their product, they can catch consumers attention to their product by using an attractive advertising. Moreover, they also put something that teasing our society in the advertisement.

Source: www.commercial-archive.com