<![CDATA[Animated films are recognized as powerful media for conveying moral values, yet the ways these values are embedded in visual and verbal signs remain underexplored. This study analyzes the film Luca (2021) by Pixar Animation Studios, which portrays themes of friendship, identity, and courage. This study aims to identify the moral values in the film based on Thomas Lickona’s (1991) character education theory and to analyze how those values are represented through signs using Roland Barthes’ semiotic theory (1972, 1977). This research employs a qualitative descriptive method. The data consist of selected scenes and dialogues analyzed through Barthes’ two levels of signification: denotation and connotation. The findings reveal seven moral values: honesty, empathy and kindness, moral courage, self-control, respect, responsibility, and cooperation. These values are conveyed through signs that operate literally at the denotative level and carry deeper emotional, cultural, and social meanings at the connotative level. This study concludes that Luca (2021) functions as a meaningful medium for moral education and character building, with direct implications for the use of animated film in character education.]]>
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