Proceedings of the International Conference on Business, Economic, Social Science, and Humanities – Humanities and Social Sciences Track (ICOBEST-HSS 2019)

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Ideology in Cigarette Brand on Television Advertising

Authors
Kankan Kasmana, Fikran Lukman
Corresponding Author
Kankan Kasmana
Available Online 10 January 2020.
DOI
10.2991/assehr.k.200108.028How to use a DOI?
Keywords
Ideology, Advertising, Cigarette, Discourse
Abstract

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.

Copyright
© 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/).

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Volume Title
Proceedings of the International Conference on Business, Economic, Social Science, and Humanities – Humanities and Social Sciences Track (ICOBEST-HSS 2019)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
10 January 2020
ISBN
10.2991/assehr.k.200108.028
ISSN
2352-5398
DOI
10.2991/assehr.k.200108.028How to use a DOI?
Copyright
© 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

risenwbib
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  -