Makna di balik simbol verbal dan nonverbal iklan rokok Sampoerna A-Mild versi langkah dengan tagline Go Ahead
Daftar Isi:
- Communication can take various forms, and it does not necessarily have to be depict the message explicitly. Sampoerna’s “Langkah” advertisement is an instance of how communication incorporates both verbal and nonverbal elements creatively to convey a particular brand message to the audience without directly communicating the message. This advertisement uses symbols that do not directly ask the audience to buy the products nor do they suggest any presence of cigarettes. The symbols are used creatively to subtly show the audience of AMild’s brand image and to make them associate themselves with the same image. The objective of this research is to understand both the connotative and denotative meanings behind the verbal and nonverbal symbols present in Sampoerna A-Mild’s cigarette advertisement “Go Ahead”, specifically the “Langkah” version. The research suggests that both the verbal and nonverbal symbols in the advertisement were used to reflect the image of A-Mild product. The conclusion is attained based on; the semiotic analysis of Roland Barthes to reveal the denotative meaning; and an analysis of the symbols to reveal the connotative meaning of the advertisement.