<![CDATA[With the development of the advertising industry in the digital age, the use of visual language has become increasingly complex. This is especially true for brand communication strategies that use local cultural symbols. Advertisements are now more than just promotional tools; they are cultural texts that create and reconstruct meaning. One example is the 2025 edition of the Marjan syrup advertisement “Calon Arang,” which features a mythological figure traditionally associated with dark forces and moral conflict, but is reimagined in a futuristic and artistic way. The main focus of this study is how the visual meaning of the Calon Arang character is constructed through layers of denotative, connotative, and mythical meanings. Furthermore, this transformation demonstrates a shift in cultural meaning in the context of modern consumption. The purpose of this study is to examine the visual meaning of the Calon Arang character in the 2025 Marjan advertisement. Roland Barthes' semiotic approach is used as a descriptive qualitative research methodology and conducts a semiotic analysis of the visual elements of the advertisement, such as color, lighting, character, composition, and digital effects. The results of the study show that Calon Arang is depicted as a calm, authoritative, and monumental female figure. This differs from the traditional perception of him as a destructive individual. Through the use of local cultural symbols for branding purposes, this advertisement creates a new ideological narrative. As a result, Marjan's advertisement helps convey cultural meaning through modern consumer logic]]>
Copyrights © 2026
