9
Mereka terus berdiri
digaris depan
10
Memberi harapan untuk
bersama mencapai
kemenangan
11
Karena mereka tahu
12
Memberikan
kebahagiaan adalah
kebahagiaan
13
Subjective camera angles; high camera angle is
used. The object of focus is a military patient
who is being taken care by a nurse.
Interpreted as concern, togetherness, and hope.
Subjective camera angle; high camera angle is
used. The object of focus is a nurse examining
a patient.
Interpreted as responsibility and sincerity.
Subjective camera angle; low camera angle is
used with neutral screen direction. The object
of focus is two nurses delivering a message.
Interpreted as courage, humanity, and struggle.
Subjective camera angle; straight camera
angle. The object of focus is someone drinking
TehBotol.
Interpreted as equality and equal rights.
Subjective camera angle; high camera angle.
The object focuses on a family eating together.
Interpreted as sharing and togetherness.
Visual analysis of the first myth: Eid is a sacred thing and important in achieving happiness for
every Muslim. The word “happiness” is a modern myth that must be achieved after a full month
of fasting. However, during this COVID-19 pandemic, the meaning of happiness has changed.
Second, Teh Botol Sosro product tried to instill an ideology of false consciousness through poetic
narratives to build the connotation of “happiness” through its product as a metaphorical truth.
4 CONCLUSION
It could be concluded that there is a mythical battle about “happiness” between cultural systems
(thinking) with materials or products (having) through social systems (doing) that cause ideological
problems. Ideological problems and representations in theTeh Botol Sosro advertisement (Ramadan
2020 edition) form ideological awareness and representation.
The ideological status is related to awareness, beliefs, and concepts of the value system. Ideology
has a fundamental connotation, so that the advertisement is a false awareness and there is an effort
of idealization in cultural systems toward individuals and society. This is “emotional hypnotism”,
meaning that individuals and the community will always need or require these products to achieve
happiness.
The representation contains the purpose of describing the reality as it is in the form of facts and
current conditions. In the meanwhile, the imitation of reality is related to Teh Botol Sosro products
about false consciousness and questions the reality of happiness itself.
REFERENCES
Danesi, M. 2010. Pesan, Tanda, dan Makna: Buku Teks Dasar Mengenai Semiotika dan Teori Komunikasi.
A. Adlin (Ed). Yogyakarta: Jalasutra.
271
Mereka terus berdiri
digaris depan
10
Memberi harapan untuk
bersama mencapai
kemenangan
11
Karena mereka tahu
12
Memberikan
kebahagiaan adalah
kebahagiaan
13
Subjective camera angles; high camera angle is
used. The object of focus is a military patient
who is being taken care by a nurse.
Interpreted as concern, togetherness, and hope.
Subjective camera angle; high camera angle is
used. The object of focus is a nurse examining
a patient.
Interpreted as responsibility and sincerity.
Subjective camera angle; low camera angle is
used with neutral screen direction. The object
of focus is two nurses delivering a message.
Interpreted as courage, humanity, and struggle.
Subjective camera angle; straight camera
angle. The object of focus is someone drinking
TehBotol.
Interpreted as equality and equal rights.
Subjective camera angle; high camera angle.
The object focuses on a family eating together.
Interpreted as sharing and togetherness.
Visual analysis of the first myth: Eid is a sacred thing and important in achieving happiness for
every Muslim. The word “happiness” is a modern myth that must be achieved after a full month
of fasting. However, during this COVID-19 pandemic, the meaning of happiness has changed.
Second, Teh Botol Sosro product tried to instill an ideology of false consciousness through poetic
narratives to build the connotation of “happiness” through its product as a metaphorical truth.
4 CONCLUSION
It could be concluded that there is a mythical battle about “happiness” between cultural systems
(thinking) with materials or products (having) through social systems (doing) that cause ideological
problems. Ideological problems and representations in theTeh Botol Sosro advertisement (Ramadan
2020 edition) form ideological awareness and representation.
The ideological status is related to awareness, beliefs, and concepts of the value system. Ideology
has a fundamental connotation, so that the advertisement is a false awareness and there is an effort
of idealization in cultural systems toward individuals and society. This is “emotional hypnotism”,
meaning that individuals and the community will always need or require these products to achieve
happiness.
The representation contains the purpose of describing the reality as it is in the form of facts and
current conditions. In the meanwhile, the imitation of reality is related to Teh Botol Sosro products
about false consciousness and questions the reality of happiness itself.
REFERENCES
Danesi, M. 2010. Pesan, Tanda, dan Makna: Buku Teks Dasar Mengenai Semiotika dan Teori Komunikasi.
A. Adlin (Ed). Yogyakarta: Jalasutra.
271