Proceedings of the International Conference on Community Empowerment and Engagement (ICCEE 2021)

Representation of a Healthy Lifestyle in Lemonilo Noodles Advertisement “Lemonilo Towards a Great Generation”

Authors
Ginindya Nugra Widyasari1, Yudha Wirawanda2, *
1,2Communication Science Department, Universitas Muhammadiyah Surakarta
*Corresponding author. Email: yudha.wirawanda@ums.ac.id
Corresponding Author
Yudha Wirawanda
Available Online 9 May 2022.
DOI
https://doi.org/10.2991/assehr.k.220501.023How to use a DOI?
Keywords
Healthy Lifestyle; Advertising; Representation
Abstract

Lemonilo has promoted one of its products, namely instant noodles, through advertisements. This half-minute advertisement is attractive to the public. The researchers assume that it is because some of the scenes and dialogues really describe the habits and apply a healthy lifestyle. Hence, this study aims to explain how the healthy lifestyle representation is displayed in Lemonilo noodles advertisements, using Charles Sanders Peirce’s semiotic theory and Stuart Hall’s representation theory. This research applies qualitative research methods. This research describes, analyzes, and interprets the problem. The samples in this study were five advertisements, some of the scenes and dialogues in the Lemonilo noodles advertisement “Lemonilo Towards a Great Generation,” which represents a healthy lifestyle. Sampling was carried out by purposive sampling, in which the researchers selected samples based on research needs by setting specific criteria. The selection of the sampling technique then employed a non-probability sampling technique obtained based on the considerations and choices of the researchers. In this study, an analysis of scenes and dialogues in Lemonilo noodles advertisement “Lemonilo Towards a Great Generation” was carried out, containing elements of representation of a healthy lifestyle. The results uncovered that Lemonilo noodles advertisements represent a healthy lifestyle so that people are more aware that health is crucial. A healthy lifestyle is a form of health investment. By living a healthier life, there is also more time and opportunity to enjoy life. The healthy lifestyle practices shown in the Lemonilo noodles advertisement were also carried out based on people’s own desires and encouragement from an environment that is very concerned about their health.

Copyright
© 2022 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

Download article (PDF)

Volume Title
Proceedings of the International Conference on Community Empowerment and Engagement (ICCEE 2021)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
9 May 2022
ISBN
978-94-6239-574-9
ISSN
2352-5398
DOI
https://doi.org/10.2991/assehr.k.220501.023How to use a DOI?
Copyright
© 2022 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

Cite this article

TY  - CONF
AU  - Ginindya Nugra Widyasari
AU  - Yudha Wirawanda
PY  - 2022
DA  - 2022/05/09
TI  - Representation of a Healthy Lifestyle in Lemonilo Noodles Advertisement “Lemonilo Towards a Great Generation”
BT  - Proceedings of the International Conference on Community Empowerment and Engagement (ICCEE 2021)
PB  - Atlantis Press
SP  - 206
EP  - 214
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220501.023
DO  - https://doi.org/10.2991/assehr.k.220501.023
ID  - Widyasari2022
ER  -