Analisis Semiotika Roland Barthes terhadap Representasi Kebersamaan Keluarga dalam Iklan Ramadan Almarai 2021

Dwi Putri Rahmatillah (Universitas Sumatera Utara)
Muhammad Noval Sitohang (Universitas Sumatera Utara)
Febi Yolanda Sari (Universitas Sumatera Utara)
Nursukma Suri (Universitas Sumatera Utara)

Deiksis: Jurnal Pendidikan Bahasa dan Sastra Indonesia
Vol 13 No 2 (2026): Jurnal Deiksis

Using Roland Barthes's semiotic method, this research seeks to analyse the presentation of the topic of family unity in Almarai's 2021 Ramadan campaign. This descriptive qualitative research employed the triangulation of denotation, connotation, and myth to analyse verbal and visual cues. At the denotative level, this analysis found that the commercial shows a happy family breaking their fast together. The connotative level interprets this unity as an expression of love, appreciation, and hospitality. At the same time, the campaign connects Islamic principles with consumer activities and builds a concept about the perfect Muslim family at the mythological level. In the cultural setting of Ramadan, this research highlights the dual role of advertising as a promotional tool and a generator of ideology