Viewers’ Interpretation of the Myth (A Semiotic Analysis of Natural Extract Fiber Brand X Commercials Aired on Televisions From 2009 to 2011)
Humanities and Social Sciences
Volume 2, Issue 4, July 2014, Pages: 96-107
Received: May 8, 2014; Accepted: Jun. 30, 2014; Published: Jul. 10, 2014
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Authors
Muhamad Gibraltar S. Sos., Department of Communication; School of Communication, International Relations, and Law; President University, Bekasi, Indonesia
M. Si, Department of Communication; School of Communication, International Relations, and Law; President University, Bekasi, Indonesia
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Abstract
The purpose of the present study was to look at the extent to which the viewers interpreted the myths constructed from two natural extract fibers Brand X commercials aired on televisions from 2009 to 2011. And, it is the perfection from my thesis at postgraduate program of Communication Studies, University of Indonesia. The selection of the two commercials as the units of analysis was based on two conflicting reasons. On the one hand, the manufacturer claimed that the products were good for consumers’ digestive health; on the other hand, the opponents considered the products as harmful to digestive health. For the purpose of analysis, the theoretical framework of the study combined Roland Barthes’ semiotics with other thoughts such as from Arthur Asa Berger, Barker, Darmaprawira, and Mas Dian on the first level of analysis in order to explore the myths. Subsequently, the analysis used Susanne Langer’s discursive symbolism in order to examine how the myths were interpreted by the viewers. At the methodological level, there was a mix or triangulation, both between literature review and in-depth interview, and between illustrative method and negative sentence method. Through the “two-level” analysis, two kinds of myths were explored from the two different commercials. The first was that natural extract fibers Brand X was better than natural fruits and vegetables in preventing from hemorrhoids. However, when this myth was tested using in-depth interviews, it was interpreted negatively or not trusted by viewers at all. The second was that the second (ordinary and herbal) product was better than natural fruits and vegetables in smoothening defecation, in which when this myth was tested using in-depth interviews; it was trusted by viewers due to the presence of hilarious and comic Ulfa Dwiyanti as the model of the commercial.
Keywords
Signifier, Signified, Myths, Signs, Symbols, Denotation, Connotation, Interpretation, Sociology, Representation
To cite this article
Muhamad Gibraltar S. Sos., M. Si, Viewers’ Interpretation of the Myth (A Semiotic Analysis of Natural Extract Fiber Brand X Commercials Aired on Televisions From 2009 to 2011), Humanities and Social Sciences. Vol. 2, No. 4, 2014, pp. 96-107. doi: 10.11648/j.hss.20140204.12
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