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The Use of Arbitrary Signs in A-Mild Cigarette Advertising: A Ferdinand de Saussure Semiotic Study Meiyanti Nurchaerani; Pamungkas, Ario; Alfian; Hidayatullah Rizkyka Hartadhi, Syahiid
Journey: Journal of English Language and Pedagogy Vol. 8 No. 2 (2025): Journey: Journal of English Language and Pedagogy
Publisher : UIBU

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33503/journey.v8i2.2486

Abstract

This study examines the communication strategy used in the Sampoerna A-Mild cigarette advertisement “Solusi Lo, Masalah Buat Gue” within the context of Indonesia’s strict advertising regulations. Employing a qualitative descriptive approach and Ferdinand de Saussure’s semiotic framework, the research analyzes how visual and verbal signifiers such as urban heat, traffic congestion, and the motorcyclists’ actions are linked to signified meanings including frustration, pragmatism, and individual initiative. The findings show that these signs are intentionally connected through arbitrary associations that construct a narrative of resourcefulness and non-conformity. The slogan “Solusi Lo, Masalah Buat Gue” functions as the central linguistic element that unifies the advertisement’s sign system and contributes to an implied identity distinction between individuals who act creatively and those affected by such actions. The study highlights how the advertisement communicates brand identity indirectly, demonstrating how cigarette companies adapt meaning-making strategies to operate within regulatory constraints. These findings expand the understanding of semiotic mechanisms in regulated advertising and show how arbitrary sign-linking serves as a strategic tool for maintaining brand presence without explicit product depiction.
Co-Authors Aan Komariah Abaharis, Henryanto Abdul Azis Achmad Zuhdi Tahir Adia Putra Wirman Adrian Hidayat, Adrian Adriani, Nila Adrilla Nazara, Teungku Ahmed Youssef Aisyah Dwi Lestari Aiza Fravy Qanza Al Akbar Al Hidayah, Rahmawati Aldi Alfian ALFARISI , SALMAN Alfian, Annisa Maulidia Alief Tresnaldi Al-Fitrah Amiruddin Yahya Anggi Isna Khoirinnisa Anis Kurlillah Anugerahni, Ina Idealina Putri Aryo Subroto Asrul Sani Aswani Aurelia Ayu Ayu Aulia Badri, Juarsa Canendia, Faradila Chrisnaji Banindra Yudha Dedy Achmad Kurniady Endang Herawan Endang Larasati Setianingsih Fadhli Rahman Fahira, Annisa Fakhrizal Bin Mustafa Farid Fernos, Jhon Gultom, Pesta hajra, Hajrah Halida Sophia Hannase, Mulawarman HARIS MUNANDAR Haris Retno Susmiyati Harnawati Haryadi, Sigid Haslinda Heni Mardiani Hidayatullah Rizkika Hartadhi, Syahiid Hidayatullah Rizkyka Hartadhi, Syahiid Humaera B, Nurul Ilmi Noor Rahmad Iskandar Budiman Jumriani Kaspul Anwar Kismartini Kismartini Komang Sukadana Kusuma, Almira Nadia La Pimpi Lisa Marzelia Mabrur, Nur Shobi Mafatkha Azkiya Zuhda Meirison Mellani Yuliastina Mochamad Jarwanto Mochamad Safarudin Muarif Setiawan, Muarif MULYADI Munadiati Musa Muzakir N. Nurjanah Nanang Qosim Al Masquri Nisaul Fadillah Noor, Muhammad Rafif Nurasiah Nurchaerani, Meiyanti Nurhuda Nuria Ajijah Nurul Nurwahidin Orin Gusta Andini Pamungkas, Ario Paramitha, Haeningtya Salsabila Pranala, Yoki Pratiwi, Phia Loka Putra, Yosep Eka Radhiyullah Armi Rahmi Wirman Rasidin Rivaldy Rohmatin, Sayli Alvi Rozalinda Ryanda Saputra, Ryanda S. Abdullah Saeruddin, Sahur Safarida, Nanda Sakdiyah Sandra Dewi Saraswati Simanjuntak, Pascha Patricia Siti Mariah Ulfah Sitti Hadijah Sukarno Susansi, Sri Susanto, Romi Syahrir Habiba Syamsul Bahri Teuku Kusnafizal Tongku, Reisaldy Fathi Jafar Tri Yuniningsih Triyana, Lily Ulvitasari Ulya, Zikriatul Utami, Ardhana Reswari Vasly, Aurelia Wahyu Bima Susanto Wayan Somayasa Wia Rizqi Amalia Wiwik Harjanti Yeni Anistyasari Yudistira Yudistira Yulita, Lili Rahma Yuniawati Yuniawati Astuti Zawaqi Afdal Jamil ZUBIR Zuhra, Nur rahmi Zuliani, Rafiza