IKLAN DAN M1TOS MODERNITAS

Abstract

To become modem and prosperous is the dream o f all people, indeed every nation. However, it is not
easy, and it often does not fit with the facts. The advertisement is considered the most effective and efficient
way to infuse the image o f modernity and prosperity.
By applying Roland Barthes' theories on semiology, this paper invites the readers to pay close attention
and at the same time to be critical towards advertising as well as other visual phenomena in the mass media.
An advertisement as purl o f visual communication design is supposed to be used as a means o f to form
positive awareness so that people won’t be trapped in the Dutch colonial system which used advertising
not only to market the product but also to inject the idea (in a form o f a myth) o f national identity and
modernity through technology.
Keywords: advertisement, myth, modernity