Representation of a Healthy Lifestyle in Lemonilo Noodles Advertisement “Lemonilo Towards a Great Generation”

Abstract

Lemonilo has promoted one of its products, namely instant noodles, through advertisements. This half-minute advertisement is attractive to the public. The researchers assume that it is because some of the scenes and dialogues really describe the habits and apply a healthy lifestyle. Hence, this study aims to explain how the healthy lifestyle representation is displayed in Lemonilo noodles advertisements, using Charles Sanders Peirce's semiotic theory and Stuart Hall's representation theory. This research applies qualitative research methods. This research describes, analyzes, and interprets the problem. The samples in this study were five advertisements, some of the scenes and dialogues in the Lemonilo noodles advertisement "Lemonilo Towards a Great Generation," which represents a healthy lifestyle. Sampling was carried out by purposive sampling, in which the researchers selected samples based on research needs by setting specific criteria. The selection of the sampling technique then employed a non-probability sampling technique obtained based on the considerations and choices of the researchers. In this study, an analysis of scenes and dialogues in Lemonilo noodles advertisement "Lemonilo Towards a Great Generation" was carried out, containing elements of representation of a healthy lifestyle. The results uncovered that Lemonilo noodles advertisements represent a healthy lifestyle so that people are more aware that health is crucial. A healthy lifestyle is a form of health investment. By living a healthier life, there is also more time and opportunity to enjoy life. The healthy lifestyle practices shown in the Lemonilo noodles advertisement were also carried out based on people's own desires and encouragement from an environment that is very concerned about their health.