Decoding meaning in vintage cigarette advertisements on pinterest using peirce’s triadic models

Adhiputra, Julian (2025) Decoding meaning in vintage cigarette advertisements on pinterest using peirce’s triadic models. Sarjana thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

Advertisements play a significant role in influencing consumer behavior by conveying messages that shape perceptions and choices. Vintage cigarette advertisements, particularly those from the mid-20th century, marked the peak of cigarette advertising's global influence and dominance. These advertisements serve as a rich source for uncovering the meanings embedded within them. This study aims to decode the meaning contained in 20 vintage cigarette advertisements using Charles Sanders Peirce's Triadic Models and Multimodal approach. With this approach, this study focuses on the representamen, objects, and interpretants, also visual and verbal modes in cigarette advertisements from well-known brands back in the mid 20th century, to reveal how meaning is conveyed through various semiotic elements. This study uses qualitative methods, including non-participant observation to collect data. The primary data source comes from Pinterest and secondary sources such as theses and semiotic journals. The results of the study show that vintage cigarette advertisements represent concepts such as health, masculinity, luxury, friendliness, glamour, adventure, sophistication, freedom, relaxation, confidence, modernity, aspiration, elegance, success, and social status. This study concludes that the visual and verbal elements in vintage cigarette advertisements can be deconstructed through a semiotic approach to reveal the meanings contained therein. This study provides insight into how the implicit messages in these cigarette advertisements are conveyed through the visual and verbal elements used.

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