<![CDATA[This research started by background the phenomenon appearance of negative responses from netizen onpromotion advertisement from BSI Group STMIK Nusa Mandiri version of office that has been published intelevision and youtube since 2016. This advertisement was suspected ignore ethic of Indonesia advertisement 2014related to the articles 1.20 about underestimate message to other product by humiliating them either direct orindirect way. This research aimed to know how superiority was represented on promotion advertisement from BSIGroup in television period 2010-2016, has content humiliating to other products and ignored ethic ofcommunication. Techniques of data collecting are literature reviews and documentations. Research methodologythat writer used is semiotic analysis with qualitative approached. Technique of data analysis that writer used issemiotic model of Charles S. Pierce with his meaning triangle consist of: sign, object and interpretent. 6 audiovisual advertisements were chosen by the writer with purposive sampling. Research result has shown thesuperiority was represented in many way, they are superlative language usage which exposed the word of qualitynumber one as a campus without research evidence earlier. The usage of story idea which compare betweenquality of BSI Graduatee Group who more proper to be manager, productive director at office than the quality ofnon BSI Graduatee Group.BSI Group pretend to promote by frontal humor in their advertisements to the audience.]]>
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