@phdthesis{digilib10794,
           month = {August},
           title = {KRITIK SOSIAL DALAM IKLAN KOMERSIAL
(Analisis Semiotika Pada Iklan Rokok Djarum 76
Versi Gayus Tambunan)},
          school = {PERPUSTAKAAN UIN SUNAN KALIJAGA},
          author = {NIM. 07730070 ABID HELMY },
            year = {2012},
        keywords = {semiotic, social critique, commercial advertisement.},
             url = {https://digilib.uin-suka.ac.id/id/eprint/10794/},
        abstract = {The research entitled Kritik Sosial dalam Iklan Komersial (Analisis
Semiotika pada Iklan Rokok Djarum 76 Versi Gayus Tambunan) is to examine
the symbols on cigarette commercials advertisement that try to represent the social
reality in a society that occurred recently. The commercials advertisement were
chosen as objects of research because of the content behind these are interesting to
serve as a social message or a social critique of society or those who feel offended
with the advertisement impressions. Text, images and signs are analyzed in this
research are as verbal and nonverbal communication that have symbolic meaning.
Research carried out by methods of structural analysis, or better known as
semiotics. Semiotics is considered appropriate to find out or break something
behind the use of symbols or signs of advertisement. The research using semiotic
method of Ferdinand de Saussure. The results of this research is that we can know
the meaning of signifier and signified decomposition advertisement of Djarum 76
version "Gayus Tambunan". Djarum 76 cigarette advertisement are thematically
to adjust with the social and political phenomena that occured in society. It is
common knowledge that the theme of social and political realities are many to be
ideas used to make cigarette advertisement today, though far off the mark and it
has nothing to do with "advertise" cigarettes product itself, It is more related to the
tight regulation of cigarette ads. This make it even more creative creators of
cigarette advertisement that shows a different side of non-cigarette ads, which
generally aims to market the product. Thus advertising has experienced a shift in
the function as the media conveys social criticism.
}
}