#TITLE_ALTERNATIVE#

• Main Author: YUSANTO (NIM 27106313), FREDDY
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/12134
• Institution: Institut Teknologi Bandung

PT. XYZ, a cigarette company, launched "Cahaya Asa" as the part of "Rumahku Indonesiaku"; a theme which is used as its company corporate advertisement. This advertisement uses some codes where they all are Indonesian cultural artefacts. Talking about culture, it can not be separated from the analysis of the conventional social life aspect, or "a habit", or a rule which has been agreed by certain community. The codes which have been organised in a system called a code, as well.<p> <br /> <br /> <br /> <br /> <br /> <br /> A semiotic research is chosen as the research approach; it is done by analysing the record of "Cahaya Asa" TV commercial. Based on the record, the codes on it will be analysed using textual analysis to find the meaning inside. The codes on "Cahaya Asa" are divided into three parts; they are cultural artefact, human figure, and setting. From those criteria, the analysis is focused on the cultural artefact primary sign, while human figure and setting are positioned as the supporting data in doing the cultural code analysis. This research refers to the semiotics theory; which analyses the relationship between the codes (icon, index, and symbol), code meanings (denotation and connotation) and the code on "Cahaya Asa".<p> <br /> <br /> <br /> <br /> <br /> <br /> For some levels of signs, artefacts, setting and human figures on "Cahaya Asa", they all have represented the icon, index, and symbol of Indonesian culture. The analysis of code meaning shows that all artefacts and the meaning of its object on "Cahaya Asa" has made a denotation towards the real artefact and setting in Indonesia.<p> <br /> <br /> <br /> <br /> <br /> <br /> For the connotation meaning, the artefact on "Cahaya Asa" has absorbed the connotation meaning from the real artefact. For the analysis of code system, if it is separately analysed, some artefacts, setting, and human figure just represent on the codes level (icon, index, and symbol) and the code meaning (denotation and connotation). On code system level, the code on artefact which has been agreed by certain community can not represent that meaning, as seen on "Cahaya Asa".