SEMIOTICS APPROACH OF 'SAYANG BANDUNG'S ENVIRONMENTAL HYGIENE CAMPAIGN PUBLIC SERVICE ADVERTISEMENT 2014-2015 SIGN ANALYSIS

• Main Author: IRIANI, DEWI
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/21687
• Institution: Institut Teknologi Bandung

In 2014, a city communication program titled Sayang Bandung issued two public service announcements related to cleanliness accompanied by the Peraturan Daerah (Perda) No. 11 of 2005 on the Implementation of Order, Cleanliness and Beauty (K3) in Bandung. The ad was created by a non-government team (NGO) consisting of academics and creative practitioners in Bandung. The ad became a solution that answered the needs of the city as said by the mayor of Bandung (Ridwan Kamil) at that time, that is how to communicate the appeal and regulations of the area more effective and creative to the young citizen of Bandung. Two versions of the ad 'Sayang Bandung' namely 'Iis' and 'Asep' get a lot of response especially in social media. These ads not only get the attention of netizens, but also from online news portals and various forums, such as Kaskus.com which contains 70 pages specifically to review the ad. Positive response in the form of support and negative response in the form of criticism delivered through social media account 'Sayang Bandung'. The difference in response is due to differences in interpretation of the signs in the ad. On the basis of this there is a question: how are the meanings formed from the signs of 'Sayang Bandung' ad and how are myths formed from these meanings? The text semiotics approach of Thwaites is used to analyze the ad. Each mark on the ad is determined by its signifiers and markers of connotation. Once the broad connotation meaning is analyzed, it will be seen that there is a common and frequent sign that can generate social code. When the code has been determined then based on the code can be seen a meaning of denotation that looks natural or most easily captured in the ad. Finally, from the reading of natural meanings can be drawn a myth that appears natural. Based on the analysis it is understood that in Bandung dear ads there are gender concepts, physical attraction, communication intimacy, and culture used to communicate local regulations and hygiene appeals to the people of Bandung, especially young ones.