REPRESENTASI KEBEBASAN BEREKSPRESI PADA IKLAN ESSE CHANGE DI PLATFORM YOUTUBE MENGGUNAKAN TEORI ROLAND BARTHES

Dino Adi Saputra. 2025. Nim 202010040311508. REPRESENTATION OF FREEDOM OF EXPRESSION ON ESSE CHANGE ADVERTISING ON YOUTUBE PLATFORM USING ROLAND BARTHES THEORY, Script, Communication Science Study Program, University of Muhammadiyah Malang. Advisor: Novin Farid Setyo Wibowo, S.Sos, M.Si.
In making advertisements there are several products that cannot be displayed directly such as advertisements for alcohol, cigarettes, and contraceptives. This regulation has been running for approximately 21 years, where cigarette advertisements cannot be appealing, cigarette advertisements also cannot display cigarettes, cigarette packs, and people who are smoking themselves, and are prohibited from demonstrating how to use cigarettes. Because of these regulations, cigarette advertisements always use lifestyle themes and use signs that are able to attract audiences and can reach new consumers from these advertisements. One of them is the “Space Edition” version of ESSE CHANGE cigarette advertisement.
This study aims to analyze and find out how the meaning of the ESSE CHANGE cigarette advertisement version “Space Edition”. The author in this study uses a qualitative method using a descriptive type of research and tends to use analysis. Primary and tertiary data sources with data collection techniques in the form of documentation and Roland Barthes semiotic analysis of ESSE CHANGE cigarette advertisements.
Research results obtained that the ESSE CHANGE cigarette clan utilizes Roland Barthes semiotic analysis with denotative meaning showing the transformation from a lackluster condition to a full of enthusiasm. The connotative meaning shows a change in atmosphere and taste through different place settings. Meanwhile, the myth that is built is that these cigarettes are able to increase the spirit and masculine image and attract women. The ad uses visual symbols to convey the message that the product is modern, full of variety, and improves the quality of life.