Analisis Semiotika Pesan Moral Dalam Iklan Marjan ‘Bangkitnya Calon Arang’

Abstract

Advertisements serve as a medium intended to persuade or encourage the public to be interested in the goods or services offered. Beyond their role as promotional tools, advertisements can also function as a means to convey moral messages related to social values within society. This research analyzes the moral messages in the Marjan 2025 Syrup advertisement "The Awakening of Calon Arang" (Bangkitnya Calon Arang) using John Fiske's semiotic approach, which encompasses the Level of Reality, Level of Representation, and Level of Ideology. The advertisement narrates a futuristic civilization, JKTERRA 2108, threatened by an artificial intelligence named Calon Arang, and how the main character confronts it, armed with strength and support from their mother and family warmth. This research method employed the qualitative method in form of semiotic analysis, and data were collected through observation of the advertisement video and literature documentation. The findings indicate that the advertisement effectively conveys moral messages about the importance of a mother's support and family warmth as a source of strength to combat evil, as well as the significance of unity and togetherness in facing challenges. These moral messages are constructed through visual and narrative elements across all three levels of John Fiske's semiotics.