A SEMIOTIC ANALYSIS OF A MILD "GO AHEAD‟ ADVERTISEMENT

This is the conclusion of A SEMIOTIC ANALYSIS OF A MILD „GO AHEAD‟ ADVERTISEMENT by Iis Isra Martiana : The aim of the research is to investigate how the spirit of youth (being active, being vigor, being enthusiastic, and being hopeful) in A Mild television advertisement with the theme Go Ahead “Bubble” and “Untuk Diri” versions is presented and which spirit of youth is represented more salient than others in the advertisement. The research has investigated how the spirit of youth is represented in A Mild television advertisement Go Ahead “Bubble” and “Untuk Diri” versions. The research concludes that the spirit of youth in A Mild television advertisement Go Ahead “Bubble” version is represented by the way of presenting young people as models; using low camera angle that signifies the power difference of youth (the powerful) and other people (the powerless) in taking pleasure in life; projecting the illustration of young people who can control their problem; using warm (grey) color saturation that signifies young people as being hopeful; and using cool colors (green and light blue) in a crowded place and a private room to signify youth. This means that A Mild television advertisement Go Ahead “Bubble” version have the core message which is stimulating the spirit of young people to take pleasure in life and confident in facing any condition of life.

Then, in A Mild television advertisement Go Ahead “Untuk Diri” version, the research concludes that the spirit of youth is represented by the way of the advertisement presenting young people as models; using high camera angle that signifies the powerful spirit of youth; using warm (grey) color saturation that signifies young people as being hopeful; and using cool colors (green and light blue) in an outdoor settings to signify youth. This means that A Mild television advertisement Go Ahead “Untuk Diri” version seems to create an image that the product advertised stimulates the spirit of young people in facing any challenges.

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