Analisis Semiotika Iklan Rokok Surya 12 (Gudang Garam) Berdasarkan Perspektif Roland Barthes, Roman Jakobson, dan Jean Baudrillard
Abstract
Penelitian ini bertujuan untuk menganalisis makna yang terkandung dalam iklan rokok Surya 12 melalui pendekatan semiotika. Iklan tersebut menampilkan visual seorang pria yang sedang memanjat tebing dengan slogan “Selera Pemberani”, yang tidak hanya berfungsi sebagai promosi produk, tetapi juga membangun citra simbolik tertentu. Metode yang digunakan adalah pendekatan kualitatif dengan teknik analisis deskriptif. Analisis dilakukan menggunakan teori semiotika Roland Barthes (denotasi, konotasi, dan mitos), didukung oleh teori fungsi bahasa Roman Jakobson serta konsep simulasi dan hiperrealitas Jean Baudrillard. Hasil penelitian menunjukkan bahwa pada tingkat denotatif, iklan menampilkan aktivitas panjat tebing, sedangkan pada tingkat konotatif merepresentasikan keberanian, kebebasan, dan kekuatan. Pada tingkat mitos, iklan membangun konstruksi sosial tentang maskulinitas yang dikaitkan dengan konsumsi rokok. Selain itu, iklan juga menciptakan realitas semu yang membuat nilai simbolik lebih dominan dibandingkan fungsi produk itu sendiri. Dengan demikian, iklan tidak hanya menjual produk, tetapi juga nilai, identitas, dan imajinasi sosial kepada masyarakat.
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