DUAL MESSAGE ANALYSIS ON CIGARETTE ADVERTISING IN THE PERSPECTIVE OF MESSAGE DESIGN AND COGNITIVE LOAD

Abstract

This study analyzes dual messages in cigarette advertisement posters using the perspective of message design and cognitive load. The study uses a qualitative approach with descriptive analysis methods on cigarette advertisement posters. The researcher analyzes the posters based on assessment components and message design principles, including pedagogy, technology, logistics, text layout, graphics and color, multimedia components, and maintenance. The results show that the posters use symbolic visuals, contrasting colors, and artistic typography to attract audience attention. The posters create an image of freedom and self-expression through slogans and visual illustrations. However, the posters display dual messages between promotional messages and health warnings. This condition creates conflict in visual communication and increases audience cognitive load. The posters emphasize promotional messages more than health messages, reducing the educational function of the media. The findings show that effective message design requires not only strong visuals but also clear and consistent communication.