CD Skripsi

Representasi Gaya Hidup Kaum Urban Dalam Iklan Rokok A Mild Versi “Bukan Main”

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Advertising is a supporting factor for the success of selling a cigarette
product. Advertisements can be a representation of social reality, like "Bukan Main"
version of A Mild's cigarette advertisement by Adam Steven which tells the lifestyle of
urban communities with satire lyrics performed by Iga Massardi, vocalist of the band
Barasuara. While the previous version of A Mild's ad used an uplifting theme, the
“Bukan Main” version of A Mild's ad used a theme to satirize the bad habits of its
consumers. Therefore, the purpose of this study is to find out how the representation
of urban lifestyles in the “Bukan Main” version of the A Mild cigarette
advertisement.
This study uses qualitative research methods with semiotic analysis of Roland
Barthes. The subjects of this research are the scenes in the "Not Main" version of the
A Mild cigarette advertisement and the objects in this study are the audio and visuals
in the “Bukan Main” version of the A Mild cigarette advertisement.
Based on the results of research data analysis using Roland Barthes' semiotic
theory and urban lifestyle, the representation of urban lifestyle in the "Bukan Main"
version of the A Mild cigarette advertisement can be concluded as follows: 1) The
denotative meaning expressed in the "Bukan Main" version of A Mild cigarette
advertisement Main” is a social criticism of unfavorable behaviors carried out by
people living in urban areas through singing with sarcasm lyrics, such as jumping in
line, hanging out and taking photos of food to be uploaded on social media, postings
on social media do not match reality, and rely on on smartphones; 2) The connotative
meaning of the "Bukan Main" version of A Mild's cigarette advertising message is
about the lifestyle of the urban community that has been criticized. An urban setting
that has progress and modernization of infrastructure is connoted as the mindset of
an urban community that is also advanced. Hanging out and taking photos of food
connotes social status, actions in cyberspace are not in accordance with reality
connotes self-image, jumping in line is connoted as high life competition, and in
scene 5 it connotes that urban communities are dependent on technology; 3) The
myth of the message displayed by A Mild's version of "Bukan Main" is a myth about
the opinion of urban communities that urban communities have a more advanced way
of thinking than rural communities, familiar with technology, existing individuals and
individuality.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

01 06.121 (0109)

Penerbit

Pekanbaru : Universitas Riau – FISIP - Ilmu Komunikasi., 2021

Deskripsi Fisik

ix,84 hlm.: ill.: 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

01 06.121 (0109)

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

ILMU KOMUNIKASI

Info Detail Spesifik

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Pernyataan Tanggungjawab

ELFITRA

Versi lain/terkait

Lampiran Berkas

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