Interpretation of Packaging Design and Generic Drug Labels Production of PT Kimia Farma (Study from an Art Pragmatic Perspective)

Abstract

Edy Tri Sulistyo, Sunarmi.

This study discusses the interpretation of the message or meaning conveyed in the packaging design and generic drug labels produced by PT Kimia Farma. PT Kimia Farma is one of the leading companies in Indonesia which still exists to produce pharmaceuticals. This study aims to help the user community quickly understand the message or meaning contained in the drug packaging or label. The transmission of meaning conveyed is generally expressed in written form in the form of a sentence containing, among other things, instructions for drug use and company identity. Besides, it also takes the form of packaging design, for example, cylindrical, cube, etc. The conditions in question function as a place to protect the contents, namely that the drug is kept hygienic. The importance of interpreting the message or meaning from the linguistic side so that the user community does not misinterpret its usage. Because if something goes wrong, it will have a fatal impact on the health side. Moreover, if it is related to a doctor's written code of ethics, for example, the message conveyed is not easy to grasp. The problem raised in this study is how the easiest way to interpret the message contained in the drug's packaging and label. The study was carried out using a qualitative paradigm, which is a single, embedded, descriptive case study. Data is compiled from document/archive sources or libraries. The data validity used data triangulation. The data were analyzed using the pragmatic analysis model. The findings indicate that the messages conveyed in the packaging and drug labels are disclosed in writing, for example, technical instructions for drug storage, deadlines for taking medication, and prohibitions. Even though taking medicine at the pharmacy, the officer had delivered a message in a list manner, helping to interpret the news from a linguistic side in a pragmatic way was very useful. In this case, diagnosing the message or meaning is not just translating it vulgarly, but practical linguistic studies of art are related to its context