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Journal : HUMANIKA

Mitos sebagai Narasi dalam Iklan Rokok Gudang Garam: Analisis Semiotika Roland Barthes Taqdir, Taqdir; Masdiana, Masdiana; Nursakinah, Nursakinah; Muhammad, Hasyim
HUMANIKA Vol 32, No 1 (2025): June
Publisher : Faculty of Humanities, Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/humanika.v32i1.69311

Abstract

This article examines how Gudang Garam Filter International advertisements construct myths of masculinity, power, and success using visual and narrative elements. Using Roland Barthes’s semiotic approach, which conceptualizes myth not as falsehood but as a culturally constructed narrative that gives ideological meaning to signs, this study analyzes symbols such as dark colors, luxury cars, formal clothing, and dominant activities that create the image of a strong and sophisticated man. The analysis shows that these elements build a narrative of a successful man who dominates his social environment despite contradicting government health warnings. Ethical implications are also discussed considering how such advertisements may create cognitive dissonance among consumers. Furthermore, although consumers are generally aware of the dangers of smoking, factors such as addiction, identity seeking among teenagers, and the tobacco industry's contribution to the national economy highlight the complexity of the issue. This study emphasizes the need for critical awareness in interpreting advertising narratives in broader social and public health realities.
Co-Authors Abang, Tenri Abdul Kadir Abdul Rahman Afriyanti, Desi Ahmad, Siti Nurjanah Alfiana Alfiana Alimato, Alimato Amrah Amrah, Amrah Andi Faisal, Andi Andi Muhammad Akhmar, Andi Muhammad Andi Warisno Aris Susanto Armin, Mardi Adi Arsyad, LM Nurrahmad Asedki, Muhammad Andika Aditya Aswad, Nini Hasriyani Atmojo, Guntur Tri Baso Mursidi, Baso Burhanuddin, Muh Syarif dedi irawan Desiono, Maula Diana, Risma Dina Dwi Nuryani Edward Ngii Faturrahman, Muhammad Febrianti, Tressia G.J, Fierenziana Gaffar, Amelia Gian Hawara Hamzah, A. Hadian Pratama Hanafi Ashad Hanisu, Hanisu Hantik, Zulvyati Hasbullah Hasbullah Hasman, Hasman Hasyim Muhammad Hendrik Arung Lamba Hidayat, Ahmad Zaky Hidayat, Rizki I Wayan Mustika Ismail, Muh Shadikin Juanita, Diza K, Prasuri. Karim Karim, Karim Khoidar Amirus Kuswarini, Prasuri Laili Komariyah, Laili Laksono Trisnantoro Latjuba, Ade Yolanda LISTIANA SRI MULATSIH Lolita Sary M.Rizal, M.Rizal Machmud, Sultan Marsel, Marsel Maulida, Dini Miftah Sahran, Andi Muhammad Hasyim, Muhammad Muhammad Nur Muliana, Waode Helni Murtafiah, Nurul Hidayati Nabila, Nabila Naziyah, Naziyah Nini Hasriyani Aswad Nurdin, Sri Asnita Nurfadillah Nurfadillah Nurhasanah Nurhasanah Nurhumaerah, Anisa Nursakinah, Nursakinah Padalla, Dewi Anggreini Pratiwi, Shinta Ayu Puspitasari, Tuti Rahmasari, Nursyahbani Laily Rianti, Nurul Safia Riskiawang, Riskiawang Rizal Rizal Romadon, Fiqri Ardiansyah rubino, rubino Rustan, Ririn Widyan Sahabuddin, Ilham Salsabila, Salsabila Sarro, Sitti Fhatimah Sartika, Nanda Setiayawan, Wa Ode Nining Simatupang, Minson Sudiah, Lismawati Sulha Sulha Supratman Supratman, Supratman Sutrisno, Ina Syarif, Kurnia Rahma Taqdir Taqdir Taqwa, Andrialdy Unton, Ali Rahmat Utina, Toni Wahyuddin Wahyuddin Wahyuni JS, Nur Tri Waly, Silvia Agnesi Widyatmike Gede Mulawarman Wijaya, Lintang Tri Yolanda, Ade Zainal Zainal Zuhroh, Siti