A SEMIOTIC ANALYSIS ON WARNING MESSAGES OF MARLBORO CIGARETTES PACKAGING

Abstract

Nowadays, cigarette has been a public consumption, almost everywhere in densely populated areas, and it has become one of the most serious problems in society. Moreover the habit of consuming cigarette has been taught from generation to generation. Even though, cigarettes have negative impact to human health, but smokers are still ignoring this bad impact that are caused by cigarettes. The main theory used in this research was semiotic analysis by Peirce. Moreover, the researcher implemented Peirce triadic model to identify the object, sign, and interpretent of the cigarettes packaging. Additionally, verbal and nonverbal messages theories were also used in order to interpret the objects. This research implements qualitative method. The research used a semiotic analysis. Moreover, observation was conducted in order to answer the problem statement mentioned previously. The result of the research has showed that the smokers are tend to have a high awareness of the warning message from the package of International cigarettes rather than local cigarettes. Moreover, visualization message such as image in foreign cigarette packaging possessed better influence according to the participants. Yet, message persuade were not enough to participants to quit smoking.