The Myth of nature that appears in the TV commercials of PTT Public Company Limited

Abstract

This thesis aims to study the myth of nature that appears in the TV commercials of PTT Public Company Limited by adopting the Roland Barthesís concept of mythologies as the analysis framework. The researcher had collected the TV commercials of PTT that were made and distributed through the year 2011 to use as the data of analysis.

            According to the analysis, it was found Barthes uses the so-called semiology method or the study of signification of sign in the cultural construction. Myth, thus, in his view, is the cultural constructed sign and is represented as if universal truth, which in reality, it is only what people falsely believe as truth. PTT represents itself as the environment-friendly company or the green company as it has expected. Apart from being able, in some level, to build the image of green company, it is also able to represent its green image acquired as myth for people to believe as if the truth and as its good intention. However, images and stories portrayed in the commercials reveal the true belief of PTT; that humans, on the contrary, are the ones who are able to control and manage nature. If humans give their cooperation, nature will be managed, controlled and taken out for using to endlessly meet the humansí needs.