Ideology in Cigarette Brand on Television Advertising
- 10.2991/assehr.k.200108.028How to use a DOI?
- Ideology, Advertising, Cigarette, Discourse
This study dissected the visual narrative aspect contained in the Sampoerna A Mild version of Wow advertisement, a low nicotine cigarette with late adolescents and adult segments. These advertisements carried the turmoil of the spirit of self-change, in contrast to the products they sell, which considered as destroyers of the younger generation. The purpose of this research is to express ideas about positioning cigarettes, as well as messages contained in these advertisements. The research used critical discourse analysis, namely discursive, non-discursive, and materialization studies of objects so that it can be found the priority study related to the ideology in it. From the results of the study, it was found that in the A Mild version of Wow there were elements of a political ideology built and shaped by the narrative-visual aspects thus forming the perception of the ideology of mental revolution. The concept of mental revolution arises through a visual narrative symbol that reflects the idea of breaking habits, rigidity, stability, in the routine of urban life of young people. Color representation, character stereotypes, and visual effects present meaning so that young people get out of the standardization of normal life, and this is the myth of cigarette products themselves.
- © 2020, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Kankan Kasmana AU - Fikran Lukman PY - 2020 DA - 2020/01/10 TI - Ideology in Cigarette Brand on Television Advertising BT - Proceedings of the International Conference on Business, Economic, Social Science, and Humanities – Humanities and Social Sciences Track (ICOBEST-HSS 2019) PB - Atlantis Press SP - 127 EP - 132 SN - 2352-5398 UR - https://doi.org/10.2991/assehr.k.200108.028 DO - 10.2991/assehr.k.200108.028 ID - Kasmana2020 ER -