Representation of Moral Messages in Marjan 2024 Ads on YouTube Digital Media
Abstract
Advertising is one of the media to convey messages to the public. One of the advertisements produced and aired by Marjan, is an advertisement with a light theme but packed with very interesting and creative, so that it gives satisfaction to those who watch it. Marjan advertisements are always awaited because they not only offer interesting visuals but are also shaped like a short series that is always interesting to follow, so that the audience always guesses what kind of theme Marjan will present in the next year's Ramadan advertisement. Marjan advertisements aired on YouTube social media are used as a sign or reminder by the public that the holy month of Ramadan is getting closer. Marjan advertisements always insert life messages that have important meanings. Based on this, this study aims to analyze the moral messages contained in Marjan advertisements in 2024 using descriptive qualitative methods with Roland Barthes' semiotic theory in understanding signs regarding denotation, connotation, and myth. Data collection methods through documentation studies and observations of Marjan advertisements in 2024 both Part 1 and Part 2 which are aired through YouTube digital media. The results of this study indicate that Marjan advertisements in 2024, successfully conveyed strong moral messages by effectively combining visual and audio elements, such as emphasizing the importance of collective awareness and action in caring for the environment to protect nature from exploitation and damage caused by greedy behavior.
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DOI: https://doi.org/10.12928/sylection.v4i1.18734
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