Rizki Dzakwan Syarof, NIM.: 21107030119 (2025) REPRESENTASI MAKNA NILAI-NILAI RAMADAN DALAM IKLAN MARJAN EDISI TAHUN 2024 (ANALISIS SEMIOTIKA FERDINAND DE SAUSSURE). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.
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Text (REPRESENTASI MAKNA NILAI-NILAI RAMADAN DALAM IKLAN MARJAN EDISI TAHUN 2024 (ANALISIS SEMIOTIKA FERDINAND DE SAUSSURE))
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Text (REPRESENTASI MAKNA NILAI-NILAI RAMADAN DALAM IKLAN MARJAN EDISI TAHUN 2024 (ANALISIS SEMIOTIKA FERDINAND DE SAUSSURE))
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Abstract
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).
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information / Supervisor: | Dr. Rika Lusri Virga, S.IP., M.A. |
| Uncontrolled Keywords: | Makna Ramadan, Iklan, Iklan Audio Visual, Youtube |
| Subjects: | 300 Ilmu Sosial > 300 Ilmu-Ilmu Sosial > 302.231 Media Komunikasi, Media Massa, Media Sosial |
| Divisions: | Fakultas Ilmu Sosial dan Humaniora > Ilmu Komunikasi (S1) |
| Depositing User: | Muh Khabib, SIP. |
| Date Deposited: | 08 Dec 2025 13:48 |
| Last Modified: | 08 Dec 2025 13:48 |
| URI: | http://digilib.uin-suka.ac.id/id/eprint/74553 |
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