Analysis of Masculinity in A Gudang Garam International Cigarette Advertisement.
ABSTRACT
Dalam skripsi ini saya membahas makna yang terkandung dalam sebuah iklan
Gudang Garam yang dikenal sebagai perusahaan rokok terkemuka di Indonesia. Iklan
ini pertama kali dipublikasikan pada tahun 2005.
Penelitian ini dilakukan dengan tujuan untuk menemukan arti di balik setiap
tanda-tanda yang terkandung di dalam iklan dan menemukan konsep yang menjadi
dasar dari iklan tersebut. Saya menggunakan teori Semiotik yang diperkenalkan oleh
Ferdinand de Saussure untuk mendasari analisis yang saya buat.
Melalui penelitian ini, saya menemukan adanya konsep maskulinitas sebagai
konsep besar yang mendasari iklan ini. Hal ini terlihat dari tanda-tanda yang terdapat
dalam iklan ini yang mendukung konsep maskulinitas, seperti ditampilkannya sesosok
laki-laki tangguh dengan seekor harimau di dalam hutan. Iklan ini dapat dikatakan
memiliki pesan bahwa Gudang Garam merupakan rokok pilihan pria maskulin, yaitu
pria yang memiliki selera. Dengan adanya analisis ini, saya berharap agar masyarakat
dapat menemukan dan lebih mengerti mengenai pesan yang terkandung dalam suatu
iklan seutuhnya.
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TABLE OF CONTENTS
ACKNOWLEDGEMENTS ..................................................................................
i
TABLE OF CONTENTS ......................................................................................
ii
ABSTRACT ...........................................................................................................
iii
CHAPTER ONE: INTRODUCTION
Background of the Study .............................................................................
Statement of the Problem ............................................................................
Purpose of the Study ...................................................................................
Method of Research ....................................................................................
Organization of the Thesis ..........................................................................
1
4
4
4
5
CHAPTER TWO: THEORETICAL FRAMEWORK.......................................
The Saussurean Theories .............................................................................
Masculinity Theories ...................................................................................
6
7
8
CHAPTER THREE: ANALYSIS OF MASCULINITY
IN GUDANG GARAM INTERNATIONAL
CIGARETTE ADVERTISEMENTS ......................................................
10
Visual Signifiers ..........................................................................................
Textual Signifiers ........................................................................................
11
36
CHAPTER FOUR: CONCLUSION ...................................................................
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BIBLIOGRAPHY .................................................................................................
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APPENDIX ............................................................................................................
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APPENDIX
Gudang Garam Cigarette Advertisement (For Him Magazine 2005)
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CHAPTER ONE
INTRODUCTION
Background of the Study
Cigarette companies have had enormous political and financial clout and their
existence has become a controversial issue in Indonesia. They have become one of the
government’s largest sources of revenue and absorbed many labourers. On the other
hand, they have increased cigarette consumption, lowered the quality of life and
damaged public health in Indonesia because cigarettes contain many toxic and
addictive substances for the human body (Reynolds). Therefore, cigarette advertising
is generally allowed in Indonesia with some restrictions. They may not show
cigarettes, cigarette packs or the consumption of cigarettes or tobacco; moreover, the
announcement text “smoking can cause cancer, heart attacks, impotence, and
disturbances to pregnancy and fetal development” is required on all cigarette product
packs (“Global Epidemic").
Based on Oxford Advanced Learner’s Dictionary, advertisement means “a
notice, picture or film telling people about a product, job or service”
(“Advertisement”, def. 1). The term advertising is derived from the Medieval Latin
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verb advertere, which means to direct one’s attention. It designates any type or form
of public announcement intended to promote the sale of specific commodities or
services (Danesi 256). The messages of product advertising can be found everywhere,
such as on billboards, on the radio, on television, on buses and subways, in magazines
and newspapers, on posters, etc. “Anywhere the eye can see, it’s likely to see an ad”
(Story). Therefore, the semiotic study of advertising has become a hugely popular one
(Danesi 256).
The topic of my thesis is The Analysis of Masculinity in Gudang Garam
International Cigarette Advertisements. I have chosen this topic because I find that the
message in every advertisement is not always understood by the public. Because of
the limitation of time and place, the advertisement should contain the right words and
images so that the advertisers can convey the correct message (Australia 58).
However, when people see an advertisement, what they look at is generally just those
things visible on the surface, such as the name of the product, the kind of product, or
its function. Actually, an advertisement contains more. There are some elements
behind it as signals to communicate something. “Advertising contains underlying
codes” (Labbrand). In this thesis, I want to find out the relationship between the signs
in advertisements and how those signs work together, by using semiotic approach, I
would like to find out the meanings or the messages that the advertisers want to
convey through the advertisements.
In this thesis, I use a Gudang Garam International cigarette advertisements
from For Him Magazine (FHM), a United Kingdom’s men’s magazine, as the source
of the data. FHM is a famous international monthly magazine for adult readers and in
Indonesia it is meant for readers who are over 21 years old. It has 31 international
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editions and Websites across five continents (FHM). I have chosen an adult men’s
magazine as the source of the data because the main consumers and the target
consumers of cigarette companies are adult men (Kurnia 29). We can find many
cigarette advertisements in adult magazines. The data is taken from FHM Indonesia
October edition in 2005. I have chosen these particular data because of three reasons.
Firstly, Gudang Garam is one of the major local cigarette manufactures founded in
1958 in Kediri, East Java, and has been nationally and internationally known as the
manufacturer of high quality kretek cigarettes (Gudang Garam). Secondly, Gudang
Garam is the only cigarette company whose shares are owned by local or Indonesian
businessmen (Manggiasih). Thirdly, the data is the first Gudang Garam cigarette
advertisement with the theme of endangered animal conservation that was first
released in 2005 (Apdani). I have specially chosen the advertisement of Gudang
Garam International as it is the superior product of Gudang Garam Company ("Ayo,
Daftar Gudang Garam Intermusic Rockstar Di Kotamu."). I have decided to discuss
masculinity because as Syar'an states the most common of men’s exploitation of
masculinity happens in cigarette advertisement. “Some of the representation of
masculinity that appears on the advertisements are powerful, strong, cold, protective,
and bold” (Kurnia 30).
I use the specific theories that belong to Saussure. Saussure defines Semiotics
as “a science that studies the role of signs within society; it would be a part of social
psychology and consequently of general psychology” (Chandler 3). According to
Saussure’s semiotic theory, a sign consists of signifier and signified. Signifier is the
word that is spoken or written down, while signified is the concept of the object or the
idea that appears in our mind when we see or hear the word itself (Strinati 83).
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Through this thesis, I hope the readers will realize that every advertisement has
a message to be communicated to them. Besides, they will be more critical in
interpreting the meaning of signs.
(786 words)
Statement of the Problem
Based on the background of the study, the problem of the research is formulated
through the following questions.
1. What are the signifiers that show the sign system in the advertisement?
2. How is masculinity represented in the advertisement?
Purpose of the Study
The study has two purposes:
1. To find out the signifiers that show the sign system in the advertisement
2. To find out how masculinity is represented in the advertisement
Methods of Research
In conducting the study, I used library research. I learned some theories from
books dealing with semiotics. After that, I searched for some advertisements in some
magazines and the Internet, and then I selected a Gudang Garam International
cigarette advertisement released in 2005 as my primary data. I observed all the
elements in the advertisements and analysed them by using the theories I have chosen.
Finally, I wrote the research report.
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Organization of the Thesis
This thesis consists of four chapters. It begins with Chapter One, the
Introduction, which contains the Background of the Study, Statement of The Problem,
Purpose of the Study, Methods of Research, and the Organization of the Thesis.
Chapter Two contains the theories used as references in analysing the data. In Chapter
Three, I put the data analysis to answer the problems that have been stated in Chapter
One. Chapter Four contains the Conclusion of my thesis. The Bibliography and the
Appendix are presented at the end of the thesis.
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CHAPTER FOUR
CONCLUSION
In this chapter, I would like to present the conclusion of my analysis of the
first Gudang Garam International cigarette advertisement that was first released in
2005. After analysing this advertisement by using Semiotics theory, I find out that all
the visual signifiers in the advertisement, such as the picture of a tiger, a man, a
slanted golden box with a red square, the logo of Gudang Garam International, the
logo of Gudang Garam Company, the background of a tropical forest, the
compositions and the colours that are used in the advertisement, support the concept
of masculinity, which is important in promoting cigarettes, especially for men.
In addition to the visual signifiers, there are some textual signifiers in the
advertisement that support the concept of masculinity. They are the brand Gudang
Garam, the slogan “PRIA PUNYA SELERA” and the text “Harum” (fragrant). On the
other hand, the textual signifiers that do not support the concept of masculinity are the
words “International”, “Gurih” (delicious), “Nikmat” (deeply enjoyable) and the text
“MEROKOK DAPAT MENYEBABKAN KANKER, SERANGAN JANTUNG,
IMPOTENSI DAN GANGGUAN KEHAMILAN DAN JANIN”. As a matter of fact,
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the advertiser does not have the intention to say that smoking has such a negative
impact. However, the text, which is written in capital letters, is a necessary part of a
regulation stipulated by the Indonesian government in its campaign against smoking.
Such a warning appears not only on the pack of Gudang Garam International but also
on those of other brands of cigarettes.
After analysing this advertisement, I also find out that the advertisement has an
implicit message to communicate to the target market. There is something more than
the visible text that people usually see on the surface, such as the name of the product,
the kind of the product and its function. Because of the limitation of place for the
advertiser and time for the consumers, the advertisement should contain the right
words and images so that the advertiser can convey an efficient but effective message.
This advertisement that contains some restrictions is a cigarette advertisement that is
allowed in Indonesia. Besides the government’s warning (smoking can cause cancer,
heart attack, impotence and pregnancy and foetal disorders) that has to be shown, the
advertisement should not show the pictures of cigarettes, cigarette packs and the
consumption of cigarettes. It is therefore necessary for the advertiser to be more
creative in designing the advertisement. It should appeal to the target market and give
them plenty of information about their cigarette products without showing them
cigarettes or cigarette packs.
In my opinion, many people, especially in Indonesia, assume that a masculine
man is an ideal man. They think that a man should have masculine characteristics. The
advertiser sees this as an opportunity to attract the attention of the public, especially
men who are the target market of their consumers, to buy their products. By showing
the figure of a masculine man who has the biggest portion in the advertisement and the
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slogan “Pria Punya Selera” which means “men’s taste”, the advertisement conveys a
message that a masculine man has sense of taste which is to smoke Gudang Garam
International cigarette. The advertiser informs the public about the product by
substituting the cigarette pack with the picture of a slanted box with golden colour and
a red square that is similar to the cigarette pack of Gudang Garam International.
I also think that the advertisement not only serves as the information about the
product that encourages the public to buy the product, but also psychologically affects
the public that masculinity has ideal values for their life. Although each individual has
different perceptions about masculinity, many people assume that masculinity is
connected with physical appearance, such as a strong, burly and athletic body.
Because of that, many people, especially men, are competing to do workouts and
physical exercises to build their muscles and look masculine.
By using the theme that the man in the picture cares about endangered animal
conservation, the advertiser wants to say that masculinity is connected not only with
muscular strength, but also with real action. Through its implicit message, the
advertiser wants to persuade the public, especially men, to have masculine qualities by
purchasing and smoking Gudang Garam International cigarettes. In other words,
through the advertisement, the advertiser seems to suggest to the public that being
masculine, men should have not only physical appearance but also positive mental
attitude towards the environment; in this case they should be concerned with the
endangered species of animals.
For a long time, cigarette advertisements have become a controversial issue in
Indonesia. Some Indonesian people do not agree and even want to reduce or prohibit
cigarette manufacturers from advertising their products because they believe the
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advertisements trigger and increase cigarette consumption, damage public health and
lower the quality of life in Indonesia. Although cigarette advertisements in Indonesia
are allowed with some restrictions, being creative, advertisers are successful in
attracting the public to buy their products. The more restrictions are imposed, the more
creative the advertisers become in promoting their products and attracting the public
to buy them. The advertisement of Gudang Garam International is an example of
effective creativity in the field of advertisement.
As a matter of fact, the advertisement has negative impacts on the society.
Smoking cigarettes, which is induced by such advertisements, is prevalent in
Indonesia. Smoking cigarettes has terrible effects not only on the smokers but also on
passive smokers, people who do not smoke but who are affected by other people’s
cigarette consumption. Therefore, I personally believe both cigarette advertisements
and cigarette consumption should be forbidden.
For the researchers who are interested in doing an analysis on the similar topic
or data, I suggest that they should find more reliable theories to support the analysis.
As a matter of fact, different interpretations may result from other Semiotic analyses
whether the researchers use similar or different approaches. In analysing visual
signifiers, for instance, special theories such as the theory of composition, theory of
the meanings of colours, and other theories about the advertising field may be
beneficial. In analysing the textual signifiers, certain dictionaries which provide more
detailed denotative meanings and other sources of material containing the theory of
typography will also be of advantage in helping researchers analyse such
advertisements.
(1050 words)
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Dalam skripsi ini saya membahas makna yang terkandung dalam sebuah iklan
Gudang Garam yang dikenal sebagai perusahaan rokok terkemuka di Indonesia. Iklan
ini pertama kali dipublikasikan pada tahun 2005.
Penelitian ini dilakukan dengan tujuan untuk menemukan arti di balik setiap
tanda-tanda yang terkandung di dalam iklan dan menemukan konsep yang menjadi
dasar dari iklan tersebut. Saya menggunakan teori Semiotik yang diperkenalkan oleh
Ferdinand de Saussure untuk mendasari analisis yang saya buat.
Melalui penelitian ini, saya menemukan adanya konsep maskulinitas sebagai
konsep besar yang mendasari iklan ini. Hal ini terlihat dari tanda-tanda yang terdapat
dalam iklan ini yang mendukung konsep maskulinitas, seperti ditampilkannya sesosok
laki-laki tangguh dengan seekor harimau di dalam hutan. Iklan ini dapat dikatakan
memiliki pesan bahwa Gudang Garam merupakan rokok pilihan pria maskulin, yaitu
pria yang memiliki selera. Dengan adanya analisis ini, saya berharap agar masyarakat
dapat menemukan dan lebih mengerti mengenai pesan yang terkandung dalam suatu
iklan seutuhnya.
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TABLE OF CONTENTS
ACKNOWLEDGEMENTS ..................................................................................
i
TABLE OF CONTENTS ......................................................................................
ii
ABSTRACT ...........................................................................................................
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CHAPTER ONE: INTRODUCTION
Background of the Study .............................................................................
Statement of the Problem ............................................................................
Purpose of the Study ...................................................................................
Method of Research ....................................................................................
Organization of the Thesis ..........................................................................
1
4
4
4
5
CHAPTER TWO: THEORETICAL FRAMEWORK.......................................
The Saussurean Theories .............................................................................
Masculinity Theories ...................................................................................
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7
8
CHAPTER THREE: ANALYSIS OF MASCULINITY
IN GUDANG GARAM INTERNATIONAL
CIGARETTE ADVERTISEMENTS ......................................................
10
Visual Signifiers ..........................................................................................
Textual Signifiers ........................................................................................
11
36
CHAPTER FOUR: CONCLUSION ...................................................................
43
BIBLIOGRAPHY .................................................................................................
47
APPENDIX ............................................................................................................
60
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APPENDIX
Gudang Garam Cigarette Advertisement (For Him Magazine 2005)
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CHAPTER ONE
INTRODUCTION
Background of the Study
Cigarette companies have had enormous political and financial clout and their
existence has become a controversial issue in Indonesia. They have become one of the
government’s largest sources of revenue and absorbed many labourers. On the other
hand, they have increased cigarette consumption, lowered the quality of life and
damaged public health in Indonesia because cigarettes contain many toxic and
addictive substances for the human body (Reynolds). Therefore, cigarette advertising
is generally allowed in Indonesia with some restrictions. They may not show
cigarettes, cigarette packs or the consumption of cigarettes or tobacco; moreover, the
announcement text “smoking can cause cancer, heart attacks, impotence, and
disturbances to pregnancy and fetal development” is required on all cigarette product
packs (“Global Epidemic").
Based on Oxford Advanced Learner’s Dictionary, advertisement means “a
notice, picture or film telling people about a product, job or service”
(“Advertisement”, def. 1). The term advertising is derived from the Medieval Latin
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verb advertere, which means to direct one’s attention. It designates any type or form
of public announcement intended to promote the sale of specific commodities or
services (Danesi 256). The messages of product advertising can be found everywhere,
such as on billboards, on the radio, on television, on buses and subways, in magazines
and newspapers, on posters, etc. “Anywhere the eye can see, it’s likely to see an ad”
(Story). Therefore, the semiotic study of advertising has become a hugely popular one
(Danesi 256).
The topic of my thesis is The Analysis of Masculinity in Gudang Garam
International Cigarette Advertisements. I have chosen this topic because I find that the
message in every advertisement is not always understood by the public. Because of
the limitation of time and place, the advertisement should contain the right words and
images so that the advertisers can convey the correct message (Australia 58).
However, when people see an advertisement, what they look at is generally just those
things visible on the surface, such as the name of the product, the kind of product, or
its function. Actually, an advertisement contains more. There are some elements
behind it as signals to communicate something. “Advertising contains underlying
codes” (Labbrand). In this thesis, I want to find out the relationship between the signs
in advertisements and how those signs work together, by using semiotic approach, I
would like to find out the meanings or the messages that the advertisers want to
convey through the advertisements.
In this thesis, I use a Gudang Garam International cigarette advertisements
from For Him Magazine (FHM), a United Kingdom’s men’s magazine, as the source
of the data. FHM is a famous international monthly magazine for adult readers and in
Indonesia it is meant for readers who are over 21 years old. It has 31 international
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editions and Websites across five continents (FHM). I have chosen an adult men’s
magazine as the source of the data because the main consumers and the target
consumers of cigarette companies are adult men (Kurnia 29). We can find many
cigarette advertisements in adult magazines. The data is taken from FHM Indonesia
October edition in 2005. I have chosen these particular data because of three reasons.
Firstly, Gudang Garam is one of the major local cigarette manufactures founded in
1958 in Kediri, East Java, and has been nationally and internationally known as the
manufacturer of high quality kretek cigarettes (Gudang Garam). Secondly, Gudang
Garam is the only cigarette company whose shares are owned by local or Indonesian
businessmen (Manggiasih). Thirdly, the data is the first Gudang Garam cigarette
advertisement with the theme of endangered animal conservation that was first
released in 2005 (Apdani). I have specially chosen the advertisement of Gudang
Garam International as it is the superior product of Gudang Garam Company ("Ayo,
Daftar Gudang Garam Intermusic Rockstar Di Kotamu."). I have decided to discuss
masculinity because as Syar'an states the most common of men’s exploitation of
masculinity happens in cigarette advertisement. “Some of the representation of
masculinity that appears on the advertisements are powerful, strong, cold, protective,
and bold” (Kurnia 30).
I use the specific theories that belong to Saussure. Saussure defines Semiotics
as “a science that studies the role of signs within society; it would be a part of social
psychology and consequently of general psychology” (Chandler 3). According to
Saussure’s semiotic theory, a sign consists of signifier and signified. Signifier is the
word that is spoken or written down, while signified is the concept of the object or the
idea that appears in our mind when we see or hear the word itself (Strinati 83).
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Through this thesis, I hope the readers will realize that every advertisement has
a message to be communicated to them. Besides, they will be more critical in
interpreting the meaning of signs.
(786 words)
Statement of the Problem
Based on the background of the study, the problem of the research is formulated
through the following questions.
1. What are the signifiers that show the sign system in the advertisement?
2. How is masculinity represented in the advertisement?
Purpose of the Study
The study has two purposes:
1. To find out the signifiers that show the sign system in the advertisement
2. To find out how masculinity is represented in the advertisement
Methods of Research
In conducting the study, I used library research. I learned some theories from
books dealing with semiotics. After that, I searched for some advertisements in some
magazines and the Internet, and then I selected a Gudang Garam International
cigarette advertisement released in 2005 as my primary data. I observed all the
elements in the advertisements and analysed them by using the theories I have chosen.
Finally, I wrote the research report.
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Organization of the Thesis
This thesis consists of four chapters. It begins with Chapter One, the
Introduction, which contains the Background of the Study, Statement of The Problem,
Purpose of the Study, Methods of Research, and the Organization of the Thesis.
Chapter Two contains the theories used as references in analysing the data. In Chapter
Three, I put the data analysis to answer the problems that have been stated in Chapter
One. Chapter Four contains the Conclusion of my thesis. The Bibliography and the
Appendix are presented at the end of the thesis.
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CHAPTER FOUR
CONCLUSION
In this chapter, I would like to present the conclusion of my analysis of the
first Gudang Garam International cigarette advertisement that was first released in
2005. After analysing this advertisement by using Semiotics theory, I find out that all
the visual signifiers in the advertisement, such as the picture of a tiger, a man, a
slanted golden box with a red square, the logo of Gudang Garam International, the
logo of Gudang Garam Company, the background of a tropical forest, the
compositions and the colours that are used in the advertisement, support the concept
of masculinity, which is important in promoting cigarettes, especially for men.
In addition to the visual signifiers, there are some textual signifiers in the
advertisement that support the concept of masculinity. They are the brand Gudang
Garam, the slogan “PRIA PUNYA SELERA” and the text “Harum” (fragrant). On the
other hand, the textual signifiers that do not support the concept of masculinity are the
words “International”, “Gurih” (delicious), “Nikmat” (deeply enjoyable) and the text
“MEROKOK DAPAT MENYEBABKAN KANKER, SERANGAN JANTUNG,
IMPOTENSI DAN GANGGUAN KEHAMILAN DAN JANIN”. As a matter of fact,
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the advertiser does not have the intention to say that smoking has such a negative
impact. However, the text, which is written in capital letters, is a necessary part of a
regulation stipulated by the Indonesian government in its campaign against smoking.
Such a warning appears not only on the pack of Gudang Garam International but also
on those of other brands of cigarettes.
After analysing this advertisement, I also find out that the advertisement has an
implicit message to communicate to the target market. There is something more than
the visible text that people usually see on the surface, such as the name of the product,
the kind of the product and its function. Because of the limitation of place for the
advertiser and time for the consumers, the advertisement should contain the right
words and images so that the advertiser can convey an efficient but effective message.
This advertisement that contains some restrictions is a cigarette advertisement that is
allowed in Indonesia. Besides the government’s warning (smoking can cause cancer,
heart attack, impotence and pregnancy and foetal disorders) that has to be shown, the
advertisement should not show the pictures of cigarettes, cigarette packs and the
consumption of cigarettes. It is therefore necessary for the advertiser to be more
creative in designing the advertisement. It should appeal to the target market and give
them plenty of information about their cigarette products without showing them
cigarettes or cigarette packs.
In my opinion, many people, especially in Indonesia, assume that a masculine
man is an ideal man. They think that a man should have masculine characteristics. The
advertiser sees this as an opportunity to attract the attention of the public, especially
men who are the target market of their consumers, to buy their products. By showing
the figure of a masculine man who has the biggest portion in the advertisement and the
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slogan “Pria Punya Selera” which means “men’s taste”, the advertisement conveys a
message that a masculine man has sense of taste which is to smoke Gudang Garam
International cigarette. The advertiser informs the public about the product by
substituting the cigarette pack with the picture of a slanted box with golden colour and
a red square that is similar to the cigarette pack of Gudang Garam International.
I also think that the advertisement not only serves as the information about the
product that encourages the public to buy the product, but also psychologically affects
the public that masculinity has ideal values for their life. Although each individual has
different perceptions about masculinity, many people assume that masculinity is
connected with physical appearance, such as a strong, burly and athletic body.
Because of that, many people, especially men, are competing to do workouts and
physical exercises to build their muscles and look masculine.
By using the theme that the man in the picture cares about endangered animal
conservation, the advertiser wants to say that masculinity is connected not only with
muscular strength, but also with real action. Through its implicit message, the
advertiser wants to persuade the public, especially men, to have masculine qualities by
purchasing and smoking Gudang Garam International cigarettes. In other words,
through the advertisement, the advertiser seems to suggest to the public that being
masculine, men should have not only physical appearance but also positive mental
attitude towards the environment; in this case they should be concerned with the
endangered species of animals.
For a long time, cigarette advertisements have become a controversial issue in
Indonesia. Some Indonesian people do not agree and even want to reduce or prohibit
cigarette manufacturers from advertising their products because they believe the
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advertisements trigger and increase cigarette consumption, damage public health and
lower the quality of life in Indonesia. Although cigarette advertisements in Indonesia
are allowed with some restrictions, being creative, advertisers are successful in
attracting the public to buy their products. The more restrictions are imposed, the more
creative the advertisers become in promoting their products and attracting the public
to buy them. The advertisement of Gudang Garam International is an example of
effective creativity in the field of advertisement.
As a matter of fact, the advertisement has negative impacts on the society.
Smoking cigarettes, which is induced by such advertisements, is prevalent in
Indonesia. Smoking cigarettes has terrible effects not only on the smokers but also on
passive smokers, people who do not smoke but who are affected by other people’s
cigarette consumption. Therefore, I personally believe both cigarette advertisements
and cigarette consumption should be forbidden.
For the researchers who are interested in doing an analysis on the similar topic
or data, I suggest that they should find more reliable theories to support the analysis.
As a matter of fact, different interpretations may result from other Semiotic analyses
whether the researchers use similar or different approaches. In analysing visual
signifiers, for instance, special theories such as the theory of composition, theory of
the meanings of colours, and other theories about the advertising field may be
beneficial. In analysing the textual signifiers, certain dictionaries which provide more
detailed denotative meanings and other sources of material containing the theory of
typography will also be of advantage in helping researchers analyse such
advertisements.
(1050 words)
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BIBLIOGRAPHY
Primary Data
“Gudang Garam International.” For Him Magazine. October 2005. Print.
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