The Myth of SUN Purple Sweet Potato Baby Cereal Advertisement in Television (A Semiotic Study)

The purposes of this research were (1). to explain the denotation meaning and connotation meaning consisted in SUN purple sweet potato baby cereal advertisements on television that create myths. (2). to explain the meaning of the myth which is represented in SUN purple sweet potato baby cereal advertisements on television. The theories that were used to analyze the data came from Peirce's theory to find the icon, index, and symbol of each image in the advertisement. In finding myth, this research used Barthes? theory. The method used in this research was qualitative method. The data that were analyzed and the results of the analysis were in the form of description of phenomena, not in the form of numbers or coefficients about the relationships between variables. The researcher used the observation method by directly observing, recording the SUN purple sweet potato baby cereal advertisement on television, then note taking the verbal and non-verbal texts of the advertisement. The results of this research indicate that denotation meaning is explained by using icons, indices, and symbols; from there the connotation meaning is created. The meaning of myth in this research is created from the connotation meanings in SUN purple sweet potato baby cereal advertisement, that SUN purple sweet potato baby cereal is a healthy food for the babies because it contains of anthocyanin that contained antioxidant that is good for the babies? growth.