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.