SEMIOTIKA IKLAN SISIPAN DALAM MEMBENTUK REPRESENTASI SOSIAL (Studi Analisis Semiotika Roland Barthes Pada Sinetron “Saleha” Episode 30 Dan 31 Pada Vidio.com)

Wildan Kekes Ananditho, NIM.: 20107030127 (2025) SEMIOTIKA IKLAN SISIPAN DALAM MEMBENTUK REPRESENTASI SOSIAL (Studi Analisis Semiotika Roland Barthes Pada Sinetron “Saleha” Episode 30 Dan 31 Pada Vidio.com). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Advertisements play a crucial role in shaping long-term brand images and accelerating sales. Insert advertisements, which are seamlessly integrated within television programs, can effectively capture viewers' attention. Unlike conventional advertisements, insert ads must align not only with the intended marketing message but also with the narrative of the soap opera or program they are embedded in. One of the soap operas that incorporates insert advertisements is Saleha. In Saleha, a soap opera that incorporates insert advertisements, these ads function as semiotic texts that contribute to shaping social representations.This study analyzes how semiotic elements in the insert advertisements of Saleha episodes 30 and 31 construct social representations. Using Roland Barthes' semiotic theory and Stuart Hall's representation theory, the research uses qualitative descriptive method with data collected through observation and documentation. The subjects are insert advertisements on Saleha episodes 30 and 31, while the objects are the visual, verbal, and narrative signs in insert advertisements on the Saleha episodes 30 and 31. This study finds that the insert advertisements in Saleha show social representations, particularly concerning gender roles and social relationships. These representations are constructed through character interactions and symbolic meanings embedded in the ads. The study highlights how media can influencing viewers' understanding of social dynamics through embedded advertising.

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