Semiotic analysis of the lies theory on 'sasha' toothpaste advertising

Abstract

This paper aims to analyze the Sasha toothpaste advertisement that was broadcast on mass media. Advertising is one form of communication consisting of information and ideas about a product that aims to influence the audience to the conative stage. The author is interested in analyzing Sasha's advertisement because there are several signs in the ad that are not in accordance with the reality in the Indonesian context, namely the content of siwak flakes on Sasha which siwak is a tradition of brushing teeth that refers to the Prophet Muhammad's recommendations as a sunnah. For the analysis needs of researchers using the theory of lies Umberto Eco. The method of this research is descriptive qualitative using semiotic analysis, wherein the semiotics the analysis focuses on the signs contained in the ad text. The results of the study indicate that the sign conveyed in Sasha's advertisement is a false sign referring to the Eco teori. Based on observations and analysis on Sasha toothpaste advertisements, it can be concluded that "Hijrah" and "Siwak" are signs that can be used to lie. Even words, images can also be used to lie. This is what Umberto Eco meant by the Theory of Lies.