%0 Thesis
%9 Skripsi
%A Rizki Dzakwan Syarof, NIM.: 21107030119
%B FAKULTAS ILMU SOSIAL DAN HUMANIORA
%D 2025
%F digilib:74553
%I UIN SUNAN KALIJAGA YOGYAKARTA
%K Makna Ramadan, Iklan, Iklan Audio Visual, Youtube
%P 159
%T REPRESENTASI MAKNA NILAI-NILAI RAMADAN DALAM   IKLAN MARJAN EDISI TAHUN 2024 (ANALISIS SEMIOTIKA FERDINAND DE SAUSSURE)
%U https://digilib.uin-suka.ac.id/id/eprint/74553/
%X Marjan syrup advertisements have become a cultural phenomenon in Indonesia, signaling the arrival of the holy month of Ramadan. The 2024 edition continues this tradition with a two-episode fictional series based on the “Putri Hijau” folklore, positioning the ad as a significant cultural text. This research aims to analyze how the meaning of Ramadan is represented through the signs within this advertisement. Using a qualitative method with Ferdinand de Saussure's semiotic analysis, this study deconstructs the visual and narrative signs to uncover their underlying meanings. The findings reveal that the advertisement portrays Ramadan as a complete spiritual journey, starting from initial peace, facing trials and temptations symbolized by the antagonist, struggling against evil, and ultimately achieving spiritual victory that mirrors the celebration of Eid al-Fitr. The study concludes that the values of Ramadan namely togetherness, sincerity, and compassion are constructed through a consistent system of binary oppositions. Sincerity and compassion are depicted through the protagonist's struggle to restore the balance of nature without seeking personal reward. Meanwhile, togetherness is predominantly represented in the final scenes through visuals of celebration and communal sharing, signifying that the essence of Eid al-Fitr lies in strengthening bonds of kinship (ukhuwah).
%Z Dr. Rika Lusri Virga, S.IP., M.A.