SEMIOTIK MITOS ROLAND BARTHES DALAM ANALISIS IKLAN DI MEDIA MASSA

Abstract

Semiotics is the science to know about a system of signs, the conventions that
exist in communication and their meaning. Signs, that the intent here, are signs of
means. In this study, semiotics is not only limited to tangible objects. For example, a
small flag, a hand gesture, a word, a silence, an eating habit, a mode, a motion nerve,
blushing, a particular favorite, the location of certain stars, an attitude, a flower, a gray
hair, mute, and stutters. Fast talking, walking unsteadily, staring, fire, white, form a
sharp angle, speed, patience, madness, fear, and inadvertence, everything was
regarded as a sign. In an effort to create a character of a product, the advertiser made
a significant system. It is first and foremost made by the advertiser is giving a brand
name, made a visual symbol, narratives, and the creation of a logo when a product is
named then the product can be identified. In semiotics, significance of the first phase is
known as ?óÔé¼?ôDenotation?óÔé¼?Ø. Furthermore, it creates the second stage, or known as
?óÔé¼?ôconnotation?óÔé¼?Ø.
Keywords: Semiotics, advertising