Advertising Mythology as the Former of Consumerism Culture: Semiotic Analysis of Roland Barthes in Television Commercial By PT. Dwi Sapta Pratama

Aditya Dwi Putra Bhakti

2017

Abstract

The post-modern era no longer positions advertising as simple marketing communication. Cultural explosion of the era of late capitalism that pervades all aspects of society is suspected to be the reason for changing the role of advertising. Late capitalism forms desire, creating needs that automatically open up new arenas for capital accumulation. As a result there is a shift in consumption style in society. People no longer question the value of use but are more oriented to the value of the image. Advertising becomes a tool to shape people's mindset. Advertising polishes the reality of goods and services by building an exaggerated image of the value of goods and services advertised. The conceptualization of the sign in the advertisement raises the myths that are used as new ideologies in social life. Through the production of signs in its advertising, Dwi Sapta as the leading advertising agency in Indonesia plays a very important role in the construction of new ideologies. This research aims to uncoverthe myths contained in advertising by PT. Dwi Sapta Pratama and discuss how the existing discourse in society relates to these myths and enriches the culture of consumerism in society. This research uses a textual analysis method of discursive semiotics. Two television commercials by Dwi Sapta were selected as the object of the research. The results show that the mythology in Dwi Sapta's advertisements have been an important factor in forming the consumerism culture and trapping people in a hyperreal society.

Paper Citation

in Harvard Style

Dwi Putra Bhakti A. (2017). Advertising Mythology as the Former of Consumerism Culture: Semiotic Analysis of Roland Barthes in Television Commercial By PT. Dwi Sapta Pratama.In Proceedings of the International Post-Graduate Conference on Media and Communication - Volume 1: IPCOMC, ISBN 978-989-758-337-7, pages 213-217. DOI: 10.5220/0007326902130217

in Bibtex Style

@conference{ipcomc17,
author={Aditya Dwi Putra Bhakti},
title={Advertising Mythology as the Former of Consumerism Culture: Semiotic Analysis of Roland Barthes in Television Commercial By PT. Dwi Sapta Pratama},
booktitle={Proceedings of the International Post-Graduate Conference on Media and Communication - Volume 1: IPCOMC,},
year={2017},
pages={213-217},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0007326902130217},
isbn={978-989-758-337-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the International Post-Graduate Conference on Media and Communication - Volume 1: IPCOMC,
TI - Advertising Mythology as the Former of Consumerism Culture: Semiotic Analysis of Roland Barthes in Television Commercial By PT. Dwi Sapta Pratama
SN - 978-989-758-337-7
AU - Dwi Putra Bhakti A.
PY - 2017
SP - 213
EP - 217
DO - 10.5220/0007326902130217