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All Journal Abstrak: Jurnal Kajian Ilmu Seni, Media dan Desain
Nazma Ainina Berutu
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Analisis Semiotika Roland Barthes pada Iklan Marjan 2025 Nazma Ainina Berutu; Khairunnisa Sebayang; Lia Zuraida Surbakti; Rangga Diva; Alwan Ghalib
Abstrak : Jurnal Kajian Ilmu seni, Media dan Desain Vol. 2 No. 4 (2025): Juli : Abstrak : Jurnal Kajian Ilmu seni, Media dan Desain
Publisher : Asosiasi Seni Desain dan Komunikasi Visual Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62383/abstrak.v2i4.755

Abstract

This research uses a qualitative method with Roland Barthes’ semiotic analysis approach to examine the meanings of visual and narrative signs in the 2025 Marjan Ramadan commercial. This advertisement was selected due to its rich symbolic elements and its significant role in shaping public perception and emotion during the holy month. Utilizing Barthes’ concepts of denotation, connotation, and myth, this study aims to uncover hidden meanings behind visual elements such as colors, lighting, character gestures, and storyline narration. Preliminary findings indicate that the Marjan advertisement not only promotes a syrup product but also encapsulates values of togetherness, tradition, and religiosity through cinematic visuals. Symbols like family dining tables, drums (bedug), and twilight lighting are interpreted as modern myths portraying an idealized Ramadan that is warm and harmonious. Therefore, this advertisement can be viewed as a form of cultural communication that conveys ideological messages through visual symbols familiar to Indonesian society.
Co-Authors Alwan Ghalib Khairunnisa Sebayang Lia Zuraida Surbakti Rangga Diva