several advantages: television allows for product or service demonstration, it is easy to adapt, is
cost-efficient, and attracts the attention of viewers.
Advertising on television media is a film work which is a series of images projected on the screen
with the appropriate speed aimed at creating the illusion of continuous motion (Danesi 2010). Film
as a medium aims to convey cultural events/practices and social phenomena to a wide audience
with mass communication through the mass media system. In the context of film as a medium of
communication, and creators act as senders of messages or ideas, ad viewers as readers of ideas,
and the ads themselves as the media through which the ideas are conveyed.
Film as an object/artifact consists of the physical structure and its constituent elements. The
structure of the film consists of shots, scenes, and sequences. The constituent elements consist
of narrative elements (story and plot, characterization, main elements, space, time, and story
information) and cinematic elements (mise-en-scene, cinematography, editing, and sound) (Pratista
2008).
Semiotics generally talks about signs. Signs are described as anything that produces meaning. They can represent/reflect things that are in/about the world, more specifically in the social
world. Signs not only convey meaning but also produce meaning; even one sign can have multiple
meanings.
Ferdinand de Saussure, a linguist (Fiske 2007) said that a sign is a physical object with meaning,
or, to use the term, a sign consisting of a marker. Markers are images of signs as we perceive them,
such as writings on paper or sounds in the air. A sign is a mental concept that is referred to by
it. This mental concept is broadly the same in all members of the same culture who use the same
language. In line with that, Williamson (2007) said that a sign is something (a thought) that can be
an object, word, or picture that has a certain meaning for a person or group of people. A sign is not
just a thing and not just a meaning but both at once.
Many definitions of the meaning offered by linguists and philosophers, but for the study of
television advertising the author refers to the method that was stated by Barthes (Fiske 2007),
which divides meaning into two domains: denotation, which is something (words) which does not
contain additional meanings or feelings, and connotation, which is something (words) that contains
additional meanings, certain feelings, or certain taste values besides general basic meanings. This
will illustrate how an advertisement is denoted and then get its meaning after interacting with the
audience. And then it continues to the concept of myth as a way of thinking, conceptualizing, and
understanding about culture, and the concept of ideology as a false beliefs.
3 RESULT AND DISCUSSION
Based on observations of television advertisements during Ramadan 2020, there were 20 television
commercials that had a high broadcast frequency and can be grouped into 2 categories: products
and services. Product categories consisted of brands: Khong Guan, Teh Botol Sosro, Mc. Donald,
Enervon C, Nutricake, Top Coffee, Ciptadent Herbal, Milo, Pocky, Esemag, Dancow, Indofood
Bumbu Racik, HerbaKof, Kraft Cheddar, Brightgas Pertamina, Indomie, and Bejo Jahe Merah.
The service category consisted of brands: Roma Festive, Shopee, and Blibli.
In general, the messages conveyed in these advertisements were: (a) benefits and product positioning; and/or (b) how the product relates to the current conditions of Ramadan and the COVID-19
pandemic. From the available data, the Teh Botol Sosro product (Ramadan 2020 edition, 60 sec,
Flock Creative Network) was interesting to be used as a sample for further research because it had
a way of conveying messages (styling) that was relatively different from other products advertised
on television during Ramadan 2020.
What follows is the analysis of Teh Botol Sosro ad text on narrative and cinematic elements as
a sign and sign system.
The results of the analysis are that many of the cinematics’ style uses subjective camera angles
in an effort to bring the audience closer to the subject or object in the ad. Narrative construction
emphasizes semiotic, semantic, and cinematic elements. These elements are used to build the
empathy and sympathy of the audience.
269
cost-efficient, and attracts the attention of viewers.
Advertising on television media is a film work which is a series of images projected on the screen
with the appropriate speed aimed at creating the illusion of continuous motion (Danesi 2010). Film
as a medium aims to convey cultural events/practices and social phenomena to a wide audience
with mass communication through the mass media system. In the context of film as a medium of
communication, and creators act as senders of messages or ideas, ad viewers as readers of ideas,
and the ads themselves as the media through which the ideas are conveyed.
Film as an object/artifact consists of the physical structure and its constituent elements. The
structure of the film consists of shots, scenes, and sequences. The constituent elements consist
of narrative elements (story and plot, characterization, main elements, space, time, and story
information) and cinematic elements (mise-en-scene, cinematography, editing, and sound) (Pratista
2008).
Semiotics generally talks about signs. Signs are described as anything that produces meaning. They can represent/reflect things that are in/about the world, more specifically in the social
world. Signs not only convey meaning but also produce meaning; even one sign can have multiple
meanings.
Ferdinand de Saussure, a linguist (Fiske 2007) said that a sign is a physical object with meaning,
or, to use the term, a sign consisting of a marker. Markers are images of signs as we perceive them,
such as writings on paper or sounds in the air. A sign is a mental concept that is referred to by
it. This mental concept is broadly the same in all members of the same culture who use the same
language. In line with that, Williamson (2007) said that a sign is something (a thought) that can be
an object, word, or picture that has a certain meaning for a person or group of people. A sign is not
just a thing and not just a meaning but both at once.
Many definitions of the meaning offered by linguists and philosophers, but for the study of
television advertising the author refers to the method that was stated by Barthes (Fiske 2007),
which divides meaning into two domains: denotation, which is something (words) which does not
contain additional meanings or feelings, and connotation, which is something (words) that contains
additional meanings, certain feelings, or certain taste values besides general basic meanings. This
will illustrate how an advertisement is denoted and then get its meaning after interacting with the
audience. And then it continues to the concept of myth as a way of thinking, conceptualizing, and
understanding about culture, and the concept of ideology as a false beliefs.
3 RESULT AND DISCUSSION
Based on observations of television advertisements during Ramadan 2020, there were 20 television
commercials that had a high broadcast frequency and can be grouped into 2 categories: products
and services. Product categories consisted of brands: Khong Guan, Teh Botol Sosro, Mc. Donald,
Enervon C, Nutricake, Top Coffee, Ciptadent Herbal, Milo, Pocky, Esemag, Dancow, Indofood
Bumbu Racik, HerbaKof, Kraft Cheddar, Brightgas Pertamina, Indomie, and Bejo Jahe Merah.
The service category consisted of brands: Roma Festive, Shopee, and Blibli.
In general, the messages conveyed in these advertisements were: (a) benefits and product positioning; and/or (b) how the product relates to the current conditions of Ramadan and the COVID-19
pandemic. From the available data, the Teh Botol Sosro product (Ramadan 2020 edition, 60 sec,
Flock Creative Network) was interesting to be used as a sample for further research because it had
a way of conveying messages (styling) that was relatively different from other products advertised
on television during Ramadan 2020.
What follows is the analysis of Teh Botol Sosro ad text on narrative and cinematic elements as
a sign and sign system.
The results of the analysis are that many of the cinematics’ style uses subjective camera angles
in an effort to bring the audience closer to the subject or object in the ad. Narrative construction
emphasizes semiotic, semantic, and cinematic elements. These elements are used to build the
empathy and sympathy of the audience.
269