REPRESENTASI PESAN MORAL DALAM IKLAN SHAMPOO LIFEBUOY EDISI RAMADHAN: AKAR KUAT DI BULAN SUCI (ANALISIS SEMIOTIKA ROLAND BARTHES)

Lilis Salas Wati, NIM.: 17102010006 (2023) REPRESENTASI PESAN MORAL DALAM IKLAN SHAMPOO LIFEBUOY EDISI RAMADHAN: AKAR KUAT DI BULAN SUCI (ANALISIS SEMIOTIKA ROLAND BARTHES). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The research, which is based on developments in information technology, the ability of advertising and promotional media to convey messages, is utilized by the creative industry to shape the culture and values of societal norms, especially during the month of Ramadan. The moral message presented in the Ramadhan edition of the Lifebuoy Shampoo advertisement: "Strong roots in the Holy Month" motivates, teaches and provides an example of behavior during the month of Ramadan. This research uses a qualitative research method, namely by collecting data contained in the Ramadhan edition of the Lifebuoy Shampoo advertisement: "Strong roots in the Holy Month" and analyzing it using Roland Berthes' semiotic analysis method, using the observation method by watching the Ramadhan edition of the Lifebuoy Shampoo advertisement: “Strong roots in the Holy Month” over and over again. As a result of this research, researchers found data obtained from dialogue and images from the Ramadhan edition of the Lifebuoy Shampoo advertisement: "Strong roots in the Holy Month" contains a moral message; First, the moral of man's relationship with God includes being patient. Second, the moral relationship between humans and themselves includes feelings of sadness and longing. Third, the morals of human relations with other humans in the social environment include giving advice, being polite and sharing.

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