Analysis of Masculinity in A Gudang Garam International Cigarette Advertisement.

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Maranatha Christian University

ABSTRACT

Dalam skripsi ini saya membahas makna yang terkandung dalam sebuah iklan Gudang Garam yang dikenal sebagai perusahaan rokok terkemuka di Indonesia. Iklan ini pertama kali dipublikasikan pada tahun 2005.

Penelitian ini dilakukan dengan tujuan untuk menemukan arti di balik setiap tanda-tanda yang terkandung di dalam iklan dan menemukan konsep yang menjadi dasar dari iklan tersebut. Saya menggunakan teori Semiotik yang diperkenalkan oleh Ferdinand de Saussure untuk mendasari analisis yang saya buat.

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APPENDIX

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CHAPTER ONE

INTRODUCTION

Background of the Study

Cigarette companies have had enormous political and financial clout and their existence has become a controversial issue in Indonesia. They have become one of the government’s largest sources of revenue and absorbed many labourers. On the other hand, they have increased cigarette consumption, lowered the quality of life and damaged public health in Indonesia because cigarettes contain many toxic and addictive substances for the human body (Reynolds). Therefore, cigarette advertising is generally allowed in Indonesia with some restrictions. They may not show cigarettes, cigarette packs or the consumption of cigarettes or tobacco; moreover, the announcement text “smoking can cause cancer, heart attacks, impotence, and disturbances to pregnancy and fetal development” is required on all cigarette product packs (“Global Epidemic").

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Maranatha Christian University verb advertere, which means to direct one’s attention. It designates any type or form of public announcement intended to promote the sale of specific commodities or services (Danesi 256). The messages of product advertising can be found everywhere, such as on billboards, on the radio, on television, on buses and subways, in magazines and newspapers, on posters, etc. “Anywhere the eye can see, it’s likely to see an ad” (Story). Therefore, the semiotic study of advertising has become a hugely popular one (Danesi 256).

The topic of my thesis is The Analysis of Masculinity in Gudang Garam International Cigarette Advertisements. I have chosen this topic because I find that the

message in every advertisement is not always understood by the public. Because of the limitation of time and place, the advertisement should contain the right words and images so that the advertisers can convey the correct message (Australia 58). However, when people see an advertisement, what they look at is generally just those things visible on the surface, such as the name of the product, the kind of product, or its function. Actually, an advertisement contains more. There are some elements behind it as signals to communicate something. “Advertising contains underlying

codes” (Labbrand). In this thesis, I want to find out the relationship between the signs

in advertisements and how those signs work together, by using semiotic approach, I would like to find out the meanings or the messages that the advertisers want to convey through the advertisements.

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editions and Websites across five continents (FHM). I have chosen an adult men’s magazine as the source of the data because the main consumers and the target consumers of cigarette companies are adult men (Kurnia 29). We can find many cigarette advertisements in adult magazines. The data is taken from FHM Indonesia October edition in 2005. I have chosen these particular data because of three reasons. Firstly, Gudang Garam is one of the major local cigarette manufactures founded in 1958 in Kediri, East Java, and has been nationally and internationally known as the manufacturer of high quality kretek cigarettes (Gudang Garam). Secondly, Gudang Garam is the only cigarette company whose shares are owned by local or Indonesian

businessmen (Manggiasih). Thirdly, the data is the first Gudang Garam cigarette advertisement with the theme of endangered animal conservation that was first released in 2005 (Apdani). I have specially chosen the advertisement of Gudang Garam International as it is the superior product of Gudang Garam Company ("Ayo,

Daftar Gudang Garam Intermusic Rockstar Di Kotamu."). I have decided to discuss masculinity because as Syar'an states the most common of men’s exploitation of masculinity happens in cigarette advertisement. “Some of the representation of masculinity that appears on the advertisements are powerful, strong, cold, protective, and bold” (Kurnia 30).

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Maranatha Christian University Through this thesis, I hope the readers will realize that every advertisement has a message to be communicated to them. Besides, they will be more critical in interpreting the meaning of signs.

(786 words)

Statement of the Problem

Based on the background of the study, the problem of the research is formulated through the following questions.

1. What are the signifiers that show the sign system in the advertisement? 2. How is masculinity represented in the advertisement?

Purpose of the Study The study has two purposes:

1. To find out the signifiers that show the sign system in the advertisement 2. To find out how masculinity is represented in the advertisement

Methods of Research

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Organization of the Thesis

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CHAPTER FOUR

CONCLUSION

In this chapter, I would like to present the conclusion of my analysis of the first Gudang Garam International cigarette advertisement that was first released in 2005. After analysing this advertisement by using Semiotics theory, I find out that all the visual signifiers in the advertisement, such as the picture of a tiger, a man, a slanted golden box with a red square, the logo of Gudang Garam International, the logo of Gudang Garam Company, the background of a tropical forest, the compositions and the colours that are used in the advertisement, support the concept of masculinity, which is important in promoting cigarettes, especially for men.

In addition to the visual signifiers, there are some textual signifiers in the advertisement that support the concept of masculinity. They are the brand Gudang Garam, the slogan “PRIA PUNYA SELERA” and the text “Harum” (fragrant). On the

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the advertiser does not have the intention to say that smoking has such a negative impact. However, the text, which is written in capital letters, is a necessary part of a regulation stipulated by the Indonesian government in its campaign against smoking. Such a warning appears not only on the pack of Gudang Garam International but also on those of other brands of cigarettes.

After analysing this advertisement, I also find out that the advertisement has an implicit message to communicate to the target market. There is something more than the visible text that people usually see on the surface, such as the name of the product, the kind of the product and its function. Because of the limitation of place for the advertiser and time for the consumers, the advertisement should contain the right words and images so that the advertiser can convey an efficient but effective message. This advertisement that contains some restrictions is a cigarette advertisement that is allowed in Indonesia. Besides the government’s warning (smoking can cause cancer, heart attack, impotence and pregnancy and foetal disorders) that has to be shown, the

advertisement should not show the pictures of cigarettes, cigarette packs and the consumption of cigarettes. It is therefore necessary for the advertiser to be more creative in designing the advertisement. It should appeal to the target market and give them plenty of information about their cigarette products without showing them cigarettes or cigarette packs.

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Maranatha Christian University slogan “Pria Punya Selera” which means “men’s taste”, the advertisement conveys a message that a masculine man has sense of taste which is to smoke Gudang Garam International cigarette. The advertiser informs the public about the product by

substituting the cigarette pack with the picture of a slanted box with golden colour and a red square that is similar to the cigarette pack of Gudang Garam International.

I also think that the advertisement not only serves as the information about the product that encourages the public to buy the product, but also psychologically affects the public that masculinity has ideal values for their life. Although each individual has different perceptions about masculinity, many people assume that masculinity is connected with physical appearance, such as a strong, burly and athletic body. Because of that, many people, especially men, are competing to do workouts and physical exercises to build their muscles and look masculine.

By using the theme that the man in the picture cares about endangered animal conservation, the advertiser wants to say that masculinity is connected not only with muscular strength, but also with real action. Through its implicit message, the advertiser wants to persuade the public, especially men, to have masculine qualities by purchasing and smoking Gudang Garam International cigarettes. In other words, through the advertisement, the advertiser seems to suggest to the public that being masculine, men should have not only physical appearance but also positive mental attitude towards the environment; in this case they should be concerned with the endangered species of animals.

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advertisements trigger and increase cigarette consumption, damage public health and lower the quality of life in Indonesia. Although cigarette advertisements in Indonesia are allowed with some restrictions, being creative, advertisers are successful in attracting the public to buy their products. The more restrictions are imposed, the more creative the advertisers become in promoting their products and attracting the public to buy them. The advertisement of Gudang Garam International is an example of effective creativity in the field of advertisement.

As a matter of fact, the advertisement has negative impacts on the society. Smoking cigarettes, which is induced by such advertisements, is prevalent in Indonesia. Smoking cigarettes has terrible effects not only on the smokers but also on passive smokers, people who do not smoke but who are affected by other people’s cigarette consumption. Therefore, I personally believe both cigarette advertisements and cigarette consumption should be forbidden.

For the researchers who are interested in doing an analysis on the similar topic or data, I suggest that they should find more reliable theories to support the analysis. As a matter of fact, different interpretations may result from other Semiotic analyses whether the researchers use similar or different approaches. In analysing visual signifiers, for instance, special theories such as the theory of composition, theory of the meanings of colours, and other theories about the advertising field may be beneficial. In analysing the textual signifiers, certain dictionaries which provide more detailed denotative meanings and other sources of material containing the theory of typography will also be of advantage in helping researchers analyse such advertisements.

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Analysis of Masculinity in A Gudang Garam International Cigarette Advertisement.

ABSTRACT

TABLE OF CONTENTS

APPENDIX

CHAPTER ONE

INTRODUCTION

CHAPTER FOUR

CONCLUSION

BIBLIOGRAPHY