Semiotic Study on Cigarette Advertisements

Semiotic is study of sign. The signs deliver communicative message through verbal (gestures and utterance) or non-verbal information (body language) that leads viewers comprehend the well. Based on type, sign divided into three, they are icon, index symbol. This research analyzes three types sign, index, symbol cigarette advertisement. data this advertisements which consist 2 different brands from two biggest companies in Indonesia Djarum Gudang Garam. Those then classified (icon, index). applied descriptive qualitative method. To classify type researcher used Pierce theory (Coleman, 2017). analysis cigarettes advertisement, each advertisement contains own meaning. icons consisted pictures human, things product’s logos. While indexes found television were mostly human attitude, things, slogan brands. From symbol, it can be seen male characters as their theme. men's theme brave, tough, masculine, fond challenges strong.