KONSTRUKSI IDENTITAS POSTMODERN DALAM IKLAN LA LIGHT VERSI “DONT QUIT”

Surahman, Sigit ( Prodi Ilmu Komunikasi Universitas Serang Raya, Banten)

KEMADHA
Vol 3, No 3 (2012)

n the postmodern era and the economic, political , social and cultural erratic  in  Indonesia  today  , present  the medium of  television  led  to a new phenomenon  in  the  world  of  audio  visual  advertising  .  Cigarette advertising LA LIGHT version of " Do not Quit " which brings various questions  .  Serving  ads  presented  ,  does  not  show  any  relationship between  the messages being delivered  to  the marketed product  .Display advertising LA LIGHT version of " Do not Quit" , in this paper cigarette advertising LA LIGHT version of " Do not Quit" , examined the postmodern linguistic approach , namely semiotic theory , a theory derived  from  the  language  theory.  Between  signifier  (  form  )  and signified ( meaning ) in the display advertising LA LIGHT version of " Do  not Quit  "  it  seems  there  is  no  ideological  and well-established relationship , but it appears that perceptions in packing quite ironic in its entirety  . Serving advertisements LA LIGHT version of " Do not Quit " also seems to combine aspects of life that evolved in that time , so the text  , the language  , both audio and visual ( are works of post - modern ) not only produce a single meaning , but a multidimensional space in which it is mixed diffuse , interact , and contrary to various problems . These ads indicate the use of the postmodern aesthetic language that is visual  semiotics  linguistics and  semiotics  .