Moral Message in Rinso version Youtube advertisement “The Story of the Seventeen Miracle Mr Dirga”

Abstract

Globalization is like a double-edged sword. On the one hand, it makes it easier for us to access information from all corners of the world, encourages technological advancement, and allows Indonesia to compete at the global level. However, on the other hand, globalization also threatens the preservation of the nation's culture. The rapid development of technology in this era of globalization has a significant influence on nationalism. Although seemingly unrelated, technology can actually be a tool to strengthen or weaken a sense of nationalism. Therefore, it is important to instill a sense of love for the homeland in the younger generation. In this study, there is one of the contents that raises the morals and culture of the Indonesian people. This content is contained in one of the advertising content of Rinso's products, namely with the title The Story of Seventeen Miracle Mr Dirga. According to Nurgiyantoro, the moral message in a story or film is advice related to good values. This advice is conveyed indirectly through the storyline and can be interpreted by the audience or readers. The purpose of this study is to first present a moral message contained in the Rinso advertisement version The Story of Seventeen Miracle Mr Dirga. Second, to describe the moral message in the advertisement, Roland Barthes' semiotic analysis is seen which includes denotations, connotations and myths. From the meaning of these signs based on the meaning of denotations, connotations, and myths. So the meaning of the denotation contained in the rinso advertisement entitled The Story of Seventeen Miracle Mr Dirga is a group of children who help Mr Dirga to achieve his goals in the midst of the limitations that Mr Dirga has. The meaning of the connotation contained is a sense of concern and unyielding, thus giving rise to myths that contain positive messages and advice that are in harmony with morality.