Abstract
This study aims at analyzing the myth within the "Who Says No to Mentos" advertisement. The data of this study was taken from Mentos NG on the YouTube platform. The data were collected by documentation method with note-taking technique and analyzed by the qualitative method using the theory of Semiotic by Barthes (1972). The analysis is presented in an informal method. The results of this study show that both verbal and non-verbal signs have implied meaning to persuade and influence the audiences through visual illustration. The meaning comes from the relation between signifier and signified. This has determined that the "Who Says No to Mentos" advertisement concerned with sharing, caring, togetherness, happiness, and making friends with people in real life.
Highlights
Advertisement is one form of special communication to fulfill the function of marketing
Some advertising critics have even suggested that advertising operates in the same way as myths in Semiotic Analysis of Mentos Advertisement | 260 primitive societies, providing people with simple stories and explanations in which values and ideals are conveyed and through which people can organize their thoughts and experiences and come to make sense of the world they live in
Based on the results and discussion above, the following conclusions can be drawn; As on the analysis, it can be concluded that the meaning of verbal and non-verbal signs in the "Who Says No to Mentos" advertisement are forming a myth that developed on the society
Summary
Advertisement is one form of special communication to fulfill the function of marketing. As Dyer (2009: 1) states that the main function of advertising is to introduce various consumer goods to the public and support a free market economy This is clearly not its only role, over the years he has become increasingly involved in the manipulation of social values and attitudes and has been less concerned with the communication of important information about goods and services. In this case, it can be said that advertising currently fulfills a function that traditionally meets art or religion. Based on Dyer (2009: 91) in order to gain a better understanding of the role advertising plays in our society, we need to ask how advertising organizes and constructs reality, and meaning is produced in advertising discourse and why some such images are, or how they can be constructed. Dyer (2009: 154) argues that this is why it is important to be aware of the content, and of the structure of signs in ads, the signification of the way signifier and signified process, the way meanings are exchanged, and the way they structure us into the ad and call upon us to create meaning
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