Semiotika SEMIOTIKA ROLAND BARTHES PADA IKLAN MARJAN RAMADHAN 2024 VERSI PUTRI  HIJAU

Regina Antania Angesti; Dwi Puji Prabowo

doi:10.51903/pixel.v18i1.2309

Authors

Regina Antania Angesti Universitas Dian Nuswantoro Semarang
Dwi Puji Prabowo Universitas Dian Nuswantoro

DOI:

https://doi.org/10.51903/pixel.v18i1.2309

Keywords:

semiotics, Roland Barthes, denotation, connotasion

Abstract

This research analyzes the Marjan advertisement featuring the Putri Hijau version to understand the meanings embedded in its visual elements using Roland Barthes'semiotic approach. The study employs a descriptive qualitative analysis method by dividing the advertisement into several parts through screenshot capture. The analysis is conducted by identifying the denotative and connotative meanings of the advertisement's elements. The findings indicate that this advertisement presents a complex cultural narrative and conveys a specific ideological message to the audience. This study provides insight into how advertisements can serve as an effective persuasive communication medium in conveying cultural and commercial values.

References

[1] Pohan S, Putri ST, Misiyem. Representatif pesan moral iklan Marjan edisi Ramadhan 2023 bagi kalangan masyarakat. Journal of Humanities and Social Studies. 2023;1(1):198.

[2] Asrofah. Semiotik Mitos Roland Barthes Dalam Analisis Iklan Media Massa. 2014; 2(1)

[3] Nugraheni AT, Akrom A. Analisis perilaku bermedia sosial dalam ilustrasi Joan Cornella. Jurnal Citrakara. 2020;2(3):207-220.

[4] Hakim L, Monalisa O. Analisis Semiotika Roland Barthes Pada Iklan Pocari Sweat Versi Ramadhan 1442 H. 2022;6(2):133 – 146

[5] Prihatiningsih W. Analisis Semiotika Terhadap Iklan Sprite Edisi Mitos Vs Kenyataan di Televisi. Jurnal Komunikasi. 2016;10(2) : 241 – 506

[6] Alamsyah FF. Representasi, Ideologi dan Rekonstruksi Media. 2020;3(2) : 92 – 99

[7] Mariyanto T, Jacky M. Mitos dan Kritik Dalam Iklan 3 ( Analisis Semiologi Roland Barthes terhadap Mitos Kritik Iklan 3 indie+). Jurnal Hasil Riset. 2014:2(3).

[8] Sidhartani S. Elemen Visual dan Prinsip Desain Sebagai Bahasa Visual Untuk Menyampaikan Rasa. Deiksis. 2010;2(2) : 82 – 95

[9] Nurfitriani, Wahyuni I, Mubarok A. Analisis Semiotika : Roland Barthes Dalam Iklan K- Natural White Brightening Body Wash Versi Agatha Chelsea. Ilmu Budaya. 2023; 7(2) : 691 – 702.

[10] Barthes R. Elemen – Elemen Semiologi/Roland Barthes; penerjemah, M. Ardiansyah; editor, Edi AH iyubenu-cet, Yogyakarta : BASABASI. 2017: 128 -135