Posmodernisme Kode Visual dalam Iklan Komersial

Abstract

The development of ads and advertising raise some sociocultural issues concerning the signbeing represented, image being constructed, information being delivered,meaning being acquired, and how everything affects perception, understanding, and publicbehavior. Advertising is attached to the product, offering images as values and moral referencefor public. Advertising creates image of a product and assigns social relationship as reflectedon status, prestige, and social class. Postmodernism establish a new form of signification:form follows fun. It is not the meaning, but the interplay between signs that consideredthe most important thing in advertising.