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All Journal Tanra : Jurnal Desain Komunikasi Visual Fakultas Seni dan Desain Universitas Negeri Makassar
Efendy, Gabriela Thesalonica
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KAJIAN SEMIOTIKA PESAN IKLAN ROKOK LA LIGHTS “KENALI LUAR DALAM” DALAM PROSES KOMUNIKASI HAROLD LASSWELL Efendy, Gabriela Thesalonica; Pratiwi, Peni; Wenas, Michael Bezaleel
Tanra: Jurnal Desain Komunikasi Visual Fakultas Seni Dan Desain Universitas Negeri Makassar Vol 12, No 3 (2025): Desember
Publisher : Universitas Negeri makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/tanra.v12i3.73944

Abstract

Indonesian goverment has established prohibiting policy direct visualization of cigarette products in advertisments, as a result cigarette companies must convey their advertisements implicitly, as exemplified in LA Lights commercial titled, “Kenali Luar Dalam #MikirDulu”. This study aims to analyze the meaning behind the LA Lights advertisement using qualitative research method, Harold Lasswell’s communication theory, and semiotic analysis theories from Saussure and Barthes. Through message analysis (‘what if’), true meaning of both visual an verbal signs within the advertisement revealed. The research subjects consist of young adults aged 21-25 who are either university students or part-time employee, have smoking habit, and technologically adaptive. In conclusion, the fundamental meaning of this advertisement is that the LA Lights “Kenali Luar Dalam #MikirDulu” commercial seeks to encourage audiences not only to percieve the advertisement as a promotional strategy but also to cultivate critical and wise thinking in understanding various aspects of daily life.
Co-Authors Michael Bezaleel Wenas Peni Pratiwi