Cigarette Advertisements: More Than Just Re-Constructing and Re-Creating Words

This article aims to describe Sampoerna U Mild's cigarette advertising strategy that can impress viewers. Advertising is an integral part of the production process to socialize and promote products in the form of goods or services. One of the characteristics of advertising is suggestive. Cigarette advertisements focus on national and international regulations. They intend to inspire cigarette advertisement creators in formulating beautiful and attractive advertising. This advertising discourse research used a multimodal discourse theory. The data provision is undertaken through listening to and recording the discourse units, which are conveyed orally and verbally. A nonverbal/visual text is placed in the context of a related verbal co-text. The data interpretation is based on the contents of lingual units by taking into account their relationship to the nonverbal/visual context as a whole to get a comprehensive conclusion. The results show that the bilingual pattern of Sampoerna U Mild's advertisements contains the song lyrics commonly well-known in the 1970s. Visual texts support the contents of poetry through the activities of young people in groups doing rock climbing, hunting, touring, performing music, and relaxing together. The message reflects that Sampoerna U Mild accommodates all the joys and achievements of young people, and the use of the song Sepanjang Jalan Kenangan [a Walk down Memory lane] has inspired the youth of the 1970s who are currently entering their senior years. This cigarette advertisement emphasises the spirit of cooperation in social life and the family environment.