Proceedings of the 1st Seminar and Workshop on Research Design, for Education, Social Science, Arts, and Humanities, SEWORD FRESSH 2019, April 27 2019, Surakarta, Central Java, Indonesia

Research Article

Power Representation in Cigarette Ads Djarum 76 Election Series

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  • @INPROCEEDINGS{10.4108/eai.27-4-2019.2286792,
        author={Altinoga Ibnu Sina S and Setyo  Budi and Ahmad  Adib},
        title={Power Representation in Cigarette Ads Djarum 76 Election Series},
        proceedings={Proceedings of the 1st Seminar and Workshop on Research Design, for Education, Social Science, Arts, and Humanities, SEWORD FRESSH 2019, April 27 2019, Surakarta, Central Java, Indonesia},
        publisher={EAI},
        proceedings_a={SEWORD FRESSH},
        year={2019},
        month={9},
        keywords={advertising communication djarum 76 power representation},
        doi={10.4108/eai.27-4-2019.2286792}
    }
    
  • Altinoga Ibnu Sina S
    Setyo Budi
    Ahmad Adib
    Year: 2019
    Power Representation in Cigarette Ads Djarum 76 Election Series
    SEWORD FRESSH
    EAI
    DOI: 10.4108/eai.27-4-2019.2286792
Altinoga Ibnu Sina S1,*, Setyo Budi1, Ahmad Adib1
  • 1: Universitas Sebelas Maret, Surakarta, Indonesia
*Contact email: altinoga.i.s.s@gmail.com

Abstract

In Indonesia in 2019 is the year of the Democratic Party a lot of advertising that themed the elections one of Djarum's ad 76 election version in the advertisement describe how an advertisement not only works for manufacturers to introduce A product to the consumers, but thinking about a new function as ads that have the power of social criticism by using humor satire as aired in the ad version Djarum 76 elections. This research was conducted by the method of semiotic analysis to explain the meaning or symbol contained in the ad Djarum 76 Version election. In this study it was found that ads created by Djarum 76 has Other Functions power of social criticism as well as benefits for the advertising of tobacco products Djarum another, and in this ad many functions mark must be interpreted in this case meets the theory of semiotic analysis of Roland Barthes by using theory representation of Stuart Hall.