<![CDATA[Advertisements for transportation services are increasingly present on digital platforms, using complex semiotic strategies that require deeper interpretation by audiences. This study aims to analyze the signifiers, signifieds, and sign systems in Grab service advertisements on digital platforms. A qualitative research method was applied using Ferdinand de Saussure’s semiotic theory. The data source consisted of Grab service advertisements broadcast during Ramadan 2026, focusing on visual and verbal elements that function as signifiers and signifieds in constructing sign systems. Data were selected through purposive sampling by identifying specific scenes containing relevant signs for semiotic analysis. Data collection was conducted through document analysis using the listen and note technique, while data validity was strengthened through theoretical and methodological triangulation. The data were analyzed through data condensation, data display, and conclusion drawing. The findings indicate that Grab advertisements represent three main components: parental concern for child safety, family negotiation processes, and the role of Grab services as a solution for safe mobility. These advertisements also convey values of trust, responsibility, and harmony. This study highlights the importance of semiotic analysis in revealing hidden meanings behind advertising signs.]]>
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