Representasi Identitas Nasionalisme Indonesia dalam Iklan Rokok Dji Sam Soe “Mahakarya”

Abstract

Dji Sam Soe “Mahakarya” is one of the Indonesian cigarette advertisements that raises the theme of nationalism. Dji Sam Soe “Mahakarya” gave a message of nationalism to continue to love his own country, namely Indonesia. The advertisement invites the Indonesian people to continue to love this country amid the rapid pace of modernization. This udy aims to determine the representation of national identity in the cigarette advertisement of Dji Sam Soe “Ma erpiece”. The research method used is descriptive qualitative. Data analysis in the form of identifying signs, under anding, and analysis. The results showed that there were two forms of representational meanings in the Dji Sam Soe “Mahakarya” ad, namely the representation of national identity in Mooie Indie and representation of Balinese cultural inclusion. National identity representation in Mooie Indie is shown in the aspect of love for the land of birth. Love of birthplace visualized by the ate of Indonesia. Its form is in the form of loving one’s own country.