The Vagueness Identity of Sign Toward “A-Mild” Cigarette Advertisement
Abstract
This article is aimed at explaining form, function, and meaning of sign in A Mild cigarette
advertisement. The analysis focuses on how form, function, meaning are represented as
vagueness identity of sign toward a Mild cigarette advertisement. This research uses descriptive
qualitative approach. The method in collecting the data is non participant observational method
using recording and note taking techniques. The data is analyzed using referential technique
and researcher’s intuition. The results show that there are forms of sign in written form and
spoken form. There are also two out of five functions of sign stated by an expert: (1) directive
function which includes persuasion, suggestion, and influence; (2) co-missive function which
includes threatening and capability. Furthermore, the meaning of sign is produced by including
false sign and hyper-reality sign toward A Mild cigarette Advertisement. Based on the result of
meaning production, it is found that false and hyper-reality sign represent vagueness identity
because the reality phenomena in A Mild cigarette Advertisement expresses phenomena outside
the advertisement itself.