The focus of this thesis is to explain about health warning in
cigarette advertisement though the perspective of symbolic
interaction theory. This thesis research examined in micro, The
Important ethical principles in advertisement could not be lying,
among others.
Human autonomy must be respected. In the last article, we
look at the following four factors that must be considered in
applying these principles, if we want to establish a balanced
assessment of the advertisement ethic. In this case, the intents
advertisers are on advertising content, the state of public fixed and
habited in the field of advertising. Seeing the function of advertising
itself is seen as an attempt advertising communication; advertising is
described as the communication between the manufacturer and the
market, seller and potential buyer in the advertising communication
process to convey a message. Thus the advertising gets the
impression that the advertising includes in providing information,
and the most important thing is to introduce a product or service. So
researchers are convinced by this approach, and then two cases of
exploitation of this will be answered. (1) How is the analysis of
health warning in cigarettes advertising perspective of Symbolic
Interaction, (2) How is the impact of cigarette ads against the social
life of the community.
This research was conducted with qualitative approach
which viewed systemically with problems described in the
descriptive. In addition to the observation of a few ads on television,
in the pack of smoking, billboard. This data will be analyzed through
two stages: (1) data collection (2) focus and deepen analysis.
The conclusion in this thesis are: (1) One of the pioneer of the symbolic
interaction theory, explained that human interaction, mind, self process
come from society and social act. Mind, On the cigarette and Health
Warning Label (HWL) case, smoker find mind through their interaction
with social environment. For them living in the environment or community
that many of them are smoker, it is possible if the mind which is created by
that interaction process is that cigarette is one of the symbol of friendship,
masculine, moreover include in social adhesive in order to the feeling of the
their unity on their community. Self, I as the smoker individual may
because of me in him or herself who sees that the other smoker is cool person in his or her social structure. The symbol of settle, and moreover
often if smoking is close to the thinker, same as coffee and book. In islamic
boarding house world, the discussion there is seldom existed without
smoke. With smoking, discussion will become enjoy and friendly. Me in a
person adopt the interpretations from the result of social environment
research fulfilled by the smoker, than the new smoker will exist. I smoker is
the reflection from social environment or social community. Socity, That
society will tend to see HWL only as a formal setting. To support their
opinion, some reason will be made, for instance, the warning is not proven,
some smokers are still healthy even though they are already old, and
several writers who smoke said that HWL is a conspiracy from medical
institution to stop the using of tobacco as cigarette. (2) Beside the effect
of quantitative data from Health Warning Label (HWL) toward decreasing
amount of smoker as the writer mentioning above, and also many social
impacts appear. Under ethics studies, it is usually distinguished
between descriptive ethics and normative ethics. Descriptive ethics
give a description of moral sense symptom, from the norm and
ethical concepts. While normative ethics is not talking again about
symptoms, but about what should human do? A label warning in
cigarettes is part of normative ethics that reflects concern for the
importance of public health.