KONSTRUKSI IDENTITAS POSTMODERN DALAM IKLAN LA LIGHT VERSI “DON’T QUITâ€
DOI:
https://doi.org/10.30656/lontar.v2i3.338Abstract
Era postmodern dan budaya yang tidak menentu di Indonesia saat ini, menghadirkan media baru televisi yang menghasilkan berbagai tayangan. Fenomena di dunia periklanan audio visual, iklan rokok yang ditmpilkan membawa berbagai penafsiran dan pertanyaan. Tampilan iklan yang disajikan, tidak menunjukkan hubungan apapun antara pesan yang dikirimkan dan produk yang dipasarkan. Tampilkan iklan rokok dalam tulisan ini, iklan rokok LA LIGHT versi "Jangan Berhenti", yang menjadi fokus penelitian. Pendekatan linguistik postmodern, yaitu teori semiotik, sebuah teori berasal dari teori bahasa. Antara penanda (bentuk) dan Signified (artinya) dalam tampilan iklan tampaknya tidak ada ideologis dan mapan hubungan, tapi nampaknya persepsi pengemasan cukup ironis. Secara keseluruhannya iklan ini juga menggabungkan aspek kehidupan yang berevolusi pada saat itu, jadi teks, bahasa, baik audio maupun visual (karya post modern) tidak hanya menghasilkan satu makna saja, melainkan ruang multidimensional di Indonesia yang dicampur berdifusi, berinteraksi, dan bertentangan dengan berbagai masalah. Iklan ini menunjukkan penggunaan bahasa estetika postmodern yang ada semiotika visual dan semiotika.Downloads
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