Analysis of Social code in cigarette advertisements in Wonokromo District

This study discusses the social codes analysis of cigarette advertisements. The researcher used the type of social codes theory from Daniel Chandler to analyze the type of codes contained in the advertisement. The purpose of this study is to specify the sign found in this advertisement through each type of social code that appears and to know the denotation and connotation meaning of the social codes using Roland Barthes's theory from the advertisement. Two points discuss on this study; (1) What types of social codes that can be found in cigarette's advertisement in Wonokromo District. (2) How do the social codes represent the meaning in cigarette advertisement Wonokromo District. This study uses a qualitative approach to explore the types of codes in every cigarette advertisement. The researcher collected the data by capturing the photo of the advertisement in the form of banners, posters, or billboards in Wonokromo District. Then, the researcher identified, describing, explaining, and concluding the data to find the types of social codes in a cigarette advertisement. After that, the researcher uses the order of signification theory to help the researcher interpret the meaning of each social code. This study reveals that verbal text and nonverbal signs are found in cigarette advertisements, such as the slogan, the description, the picture, and the meaning. The result of this study also shows that Cigarette advertisement consists of a combination type of social codes that organize the sign into a meaningful system. Each cigarette advertisements also use implicit or explicit language to persuade the customers to buy or to use their products.