Analisis Representasi Budaya Keluarga Indonesia dalam Iklan Kecap Bango versi “Rasa yang Melekat di Hati”

Abstract

Advertising is a form of communication aimed at influencing consumer thoughts and behavior. Kecap Bango, through its "Taste that Attaches to the Heart" advertisement, demonstrates Indonesian family culture through various symbols and narratives. This research was conducted using a qualitative approach using Roland Barthes' semiotic theory, focusing on denotative, connotative, and mythical meanings within the context of Indonesian family culture. The results show that Indonesian family culture in the advertisement includes: (1) emotional closeness within the family, (2) the culture of eating together as the core of harmony and warm togetherness within the family, (3) food as the center of attention and interaction within the family, and (4) the culture of courtesy and mutual respect within Indonesian families. Some mythical meanings were found in this analysis, such as the Indonesian family culture of sharing memories through photos/videos that can strengthen family bonds, interacting at the dinner table can strengthen relationships between families, food as a tradition, and the culture of shaking hands as a custom of Indonesian society. The results of this study indicate that Kecap Bango not only introduces a product but also offers a broader message about the importance of maintaining traditions and cultural values within Indonesian families.