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This study discusses the rampant spread of online gambling advertisements in Indonesia, which contravenes the Criminal Code (KUHP) and Law No. 11 of 2008 on Electronic Information and Transactions (UU ITE) and its amendments, which prohibit gambling. Law enforcement faces significant challenges, one of which stems from the self-regulatory policies of Electronic System Operators (ESOs) for User-Generated Content (UGC), which do not fully prohibit online gambling advertisements. The objective of this study is to analyze the spread of such advertisements and the legal framework governing ESOs for UGC based on cyberlaw provisions. The methods used include a normative legal approach to examine principles, theories, and legal history, as well as a sociological legal approach utilizing secondary data through the integration of legal and social sciences. This research is descriptive-analytical, using data from literature reviews and semi-structured interviews. The results of the study indicate that the spread of online gambling advertisements is driven by the advertising features of PSE UGC and the weak effectiveness of existing self-regulatory policies. Additionally, the government is deemed to have been lenient in imposing administrative, criminal, or civil sanctions on PSE UGC, exacerbated by the ambiguous provisions of the Criminal Code (KUHP) and the ITE Law regarding gambling regulations. The research recommendations are for the government to pressure PSE UGC to strengthen internal policies regarding the prohibition of online gambling content, enforce administrative sanctions strictly, and revise ambiguous phrases in the Criminal Code and ITE Law to clarify regulations and strengthen law enforcement efforts against the spread of online gambling advertisements in Indonesia.  

Exposure to food advertising, particularly UPF (Ultra-Processed Food), not only impacts children's short-term food choices but also influences the formation of long-term unhealthy eating habits. Several studies have found that advertising's influence on children is not only direct but is also reinforced by environmental factors such as family eating habits, peer influence, and food accessibility at home and school. For example, children who regularly watch television unsupervised or who have personal devices with internet access are more likely to be exposed to UPF advertising, which is typically designed with bold colors, cartoon characters, and memorable slogans. This makes children more susceptible to influence and develop preferences for the promoted foods. Furthermore, UPF advertising often features emotional messages or positive associations such as fun, friendship, and rewards, further strengthening its appeal to children. When these advertisements are repeatedly exposed, children can internalize these messages and make them part of their eating experience. In the long term, this risks causing children to associate unhealthy foods with comfort or happiness, which can trigger emotional eating and increase the potential for eating disorders and the risk of non-communicable diseases. Therefore, it is crucial to involve various stakeholders, including parents, educators, industry players, and policymakers, in building a healthy eating environment. Media literacy education for children is also a crucial step in equipping them to be more critical of advertising messages. Strict regulations on food marketing aimed at children, such as banning UPF advertising during children's broadcast hours, regulating the use of cartoon characters, and providing clear and easy-to-understand nutrition labeling, are important strategies to reduce the negative impact of UPF advertising on children's health in the long term.

This study aims to determine audience perceptions of the Instagram Reels advertisement content of Wardah Matte Lip Cream "Tasya Farasya Approved" edition. This advertisement is the result of a collaboration between the local cosmetics brand Wardah and the famous beauty influencer Tasya Farasya. This phenomenon is interesting to study considering the trend of influencer-based marketing is increasingly dominant in beauty product promotion strategies, especially in building emotional closeness with consumers and maintaining loyalty to local brands. Consumer perception is an important aspect because it will influence purchasing interest, brand image, and future purchasing decisions. This study uses the perception theory from Jalaludin Rakhmat (2015) which explains that perception is a person's experience of an object or phenomenon obtained through the process of processing, interpreting, and drawing conclusions from the information received. Based on this theory, this study adopted a quantitative descriptive approach. Data were collected by distributing questionnaires to 100 respondents who are followers of Wardah's official Instagram account. Respondents were selected using purposive sampling to ensure the relevance of the data to the research focus. Descriptive data analysis was conducted using SPSS software to identify audience perception patterns regarding advertising content elements, such as visual appeal, message relevance, influencer credibility, and the product image's alignment with Wardah's brand image. This analysis is expected to reveal the extent to which brand and beauty influencer collaborations can create positive perceptions in consumers' minds. The research findings are expected to contribute to the development of digital marketing strategies in the cosmetics industry, particularly in utilizing influencer marketing effectively. Furthermore, the findings of this study can serve as a reference for other local brands in designing promotional campaigns that are relevant, engaging, and aligned with the characteristics of their target audience on social media.

This study explores the strategic use of garbarata as an advertising medium at Minangkabau International Airport, Padang. The garbarata, which is a connecting bridge between the terminal and the aircraft, has great potential as an exclusive advertising space and has high exposure to passengers. However, this potential has not been optimally maximized. This study uses a qualitative approach with a case study method. Data collection was conducted through in-depth interviews with airport management, direct observation of the garbarata conditions, and analysis of documentation related to advertising policies and non-aeronautical asset management. The results of the study indicate that there are several main obstacles in the use of garbarata as a promotional medium. These obstacles include minimal promotional activities to potential advertisers, unclear pricing systems for advertising space rentals, lack of collaboration with advertising agencies, and limitations in the provision of design services and visual creativity. This has led to low interest of companies in utilizing this media as part of their marketing strategy. To overcome these problems, this study proposes several development strategies, including: increasing active and planned promotional activities, setting flexible and competitive rental prices, strategic collaboration with professional advertising agencies, and providing creative design services to support the effectiveness of advertising messages. This strategy is expected to attract more companies to advertise on the aerobridge, thereby increasing the airport's non-aeronautical revenue. With proper optimization, the aerobridge will not only serve as a functional passenger facility but can also transform into a strategic asset supporting the airport's sustainable commercial development and creating added value for both the operator and its business partners.

This study aims to analyze the influence of Product Quality, Price, Sales Promotion, and Advertising on consumer purchasing decisions on the Bukalapak online store platform. This study used a quantitative approach with descriptive methods, aiming to illustrate the relationships between variables based on empirical data. Primary data were obtained by distributing questionnaires to 120 respondents who were active Bukalapak users in the West Medan District. The data analysis technique used was multiple linear regression with the aid of SPSS software to determine the effect of each independent variable on the dependent variable. The analysis results indicate that, partially, the variables Product Quality, Sales Promotion, and Advertising have a positive and significant influence on purchasing decisions. This means that the higher the product quality, the more effective the promotion, and the more attractive the advertisement, the greater the likelihood of consumers making a purchase. Conversely, the variable Price showed a negative and significant influence, indicating that inappropriate pricing can reduce purchase intention. Simultaneously, all four variables have a significant influence on purchasing decisions. The Adjusted R Square value of 70.4% indicates that this research model is able to explain 70.4% of the variation in purchasing decisions, while the dependent variable is influenced by factors outside the model. This study recommends that Bukalapak continue to improve product quality, develop competitive pricing strategies, strengthen promotions, and create creative advertising. Further research is recommended to consider additional variables such as product reviews, brand image, and service quality to enrich the analysis.

The term overthinking has become part of the everyday vocabulary among Generation Z, reflecting a tendency toward excessive deliberation in ordinary situations, including choosing food. The “Overthinking” advertisement by GoFood presents a compelling visual representation of this dilemma through metaphorical symbols such as a talking forehead, piles of clocks, and zodiac characters that construct a complex visual narrative of indecision. This study aims to examine how symptoms of overthinking are visually represented in the advertisement using Roland Barthes’ semiotic approach. The research employed a qualitative method, utilizing observation and documentation techniques to analyze visual structures across scenes. The findings reveal that the advertisement conveys its message through denotative, connotative, and myth-based signs, illustrating how Generation Z interprets the burden of choice in a digital cultural context. The results demonstrate how visual communication strategies can foster empathy while offering solutions to the everyday anxieties of a young audience. This study contributes to the development of visual semiotics discourse in the field of visual communication design and offers insights for advertising practices grounded in social issues.

Social media has become one of the main media for distributing various advertising content in today's digital era. However, the spread of advertising content on social media also brings new challenges. Social media, especially TikTok, has a high virality rate, which means that content can spread quickly, both positively and negatively. The TikTok account @ngobrolsantaiindonesia uploaded a promotional advertisement for Borobudur Temple. The entire narrative in the advertising content openly alludes to other religions, namely Islam. This study uses a research approach in the form of a literature study or can be called library research. Indonesia has guidelines that must be respected, namely the Indonesian Advertising Ethics or abbreviated as EPI. The EPI contains a system of values ​​and integrated guidelines for manners (code of conducts) and procedures (code of practices) that apply to all advertising actors in Indonesia. According to the Indonesian Advertising Ethics, advertisements must be honest, correct, and responsible. It was concluded that the violation committed by the TikTok account @ngobrolsantaiindonesia was offending SARA, more specifically other religions.

This study aims to analyze the representation of the figure of the prolific sundel in the 2025 version of Pocari Sweat #IONTahanBocor advertisement using Roland Barthes' semiotic approach. The ad features a local mystical figure sundel bolong in an unusual humorous narrative to convey an educational message about the importance of staying hydrated during fasting. This study uses a descriptive qualitative method with a constructivist paradigm and analyzes visual impressions based on three layers of Barthes' meaning: denotation, connotation, and myth. The results of the analysis showed that the sundel bolong was shown as a figure who was dehydrated and then recovered after consuming Pocari Sweat, which is interpreted as a symbolic form of loss and recovery of body fluids. This representation shows a shift in meaning from a creepy figure to a funny and educational figure. Visual symbols such as the body leaking and the transformation into a cactus reinforce the educational message about hydration that is popularly packaged and lightweight. These findings suggest that advertising not only becomes a promotional medium, but also builds new myths through the construction of popular culture and visual communication.  

This research analyzes the ethics of broadcasting advertisements on television media, especially related to  broadcasting time regulations. The significant role of television in shaping people's thoughts and  behaviors, coupled with the proliferation of potentially unethical and inappropriate broadcasts, highlights  the urgency of this issue. Such violations, especially those concerning children and adolescents, pose  significant risks due to exposure to inappropriate content and the normalization of unethical behavior. This  study emphasizes the importance of media commitment to the Broadcasting Behavior Guidelines and  Broadcast Program Standards (P3SPS) and Law No. 32 of 2002, which aims to protect viewers from  harmful information. This study uses a library observation method with a qualitative approach, analyzing  existing reports, research, and written sources. Data analysis uses Miles and Huberman's qualitative  decomposition technique, which includes data reduction, data presentation, and drawing conclusions. The  findings of the study are in line with previous studies, indicating that violations of broadcasting ethics and  broadcasting hours are systemic problems that have not been resolved. This underlines the need for stricter  supervision, sanctions, re-evaluation of broadcasting time classifications, and media literacy education for  the community.

This study aims to analyze the suspected violation of advertising ethics by Almaz Fried Chicken through the claim “Saudi Chicken No.1 in Indonesia” on the Instagram platform. The claim was repeatedly published without valid supporting evidence, such as surveys, awards, or credible data sources. This research adopts a qualitative approach using a case study method and content analysis technique on the visual and textual content of Almaz Fried Chicken’s official Instagram posts. The results show that the superlative claim does not comply with the Indonesian Advertising Ethics Code, which requires substantiation for superiority claims. Advertising visuals—such as color schemes, typography, and cultural symbols—were used to reinforce the impression of authenticity and superiority, but lacked verifiable basis. The study concludes that the claim used by Almaz Fried Chicken violates the principles of honesty, truthfulness, and responsibility in marketing communication, and potentially misleads consumers while creating unfair competition in the digital marketplace.

Political advertising is one of the efforts to "market" themselves and political messages from candidates for power. As a candidate, Budi Rustandi (Budi) carries out propaganda by advertising with the aim of gaining power in Serang City in collaboration with Nur Agis Aulia (Agis). The purpose of the study in this article is to explain how the political advertisements of the Budi Agis pair that were broadcast in the mass media in Banten during the 2024 Serang Mayor and Deputy Mayor election succeeded in becoming a reliable strategy in achieving the goal of winning and being elected as Mayor and Deputy Mayor of Serang for the 2024-2029 period. This study uses a descriptive-qualitative method, focusing research on the mass media advertisements of the Budi Agis pair accompanied by analysis using the concept of political communication. The results show that the political advertisements distributed by Budi-Agis have succeeded in forming a positive image. With political advertisements, they raise public awareness of their existence in the world of politics. In addition, Budi Agis' political advertisement also aims to strengthen the loyalty of members and sympathizers of the Gerindra Party and the Prosperous Justice Party (PKS) towards them while inviting non-party communities to vote for them.

This research uses a qualitative method with Roland Barthes’ semiotic analysis approach to examine the meanings of visual and narrative signs in the 2025 Marjan Ramadan commercial. This advertisement was selected due to its rich symbolic elements and its significant role in shaping public perception and emotion during the holy month. Utilizing Barthes’ concepts of denotation, connotation, and myth, this study aims to uncover hidden meanings behind visual elements such as colors, lighting, character gestures, and storyline narration. Preliminary findings indicate that the Marjan advertisement not only promotes a syrup product but also encapsulates values of togetherness, tradition, and religiosity through cinematic visuals. Symbols like family dining tables, drums (bedug), and twilight lighting are interpreted as modern myths portraying an idealized Ramadan that is warm and harmonious. Therefore, this advertisement can be viewed as a form of cultural communication that conveys ideological messages through visual symbols familiar to Indonesian society.

This study aims to compare the effectiveness of print and digital advertisements in increasing sarong sales at Toko Istana Sarung Wonorejo. Using a quantitative approach, sales data from the first three months of 2025 were analyzed based on digital advertisements (social media), print advertisements (brochures and banners), and word-of-mouth promotions. The results show that digital advertising had the greatest impact on sales growth (approximately 50%), followed by word-of-mouth promotion (5–10%), and print advertising (around 15%). These findings highlight the importance of a multichannel marketing strategy tailored to consumer characteristics.

The phenomenon of buzzers in digital advertising has become a critical concern in contemporary communication dynamics, due to their role in spreading covert messages for commercial and political purposes. This study aims to analyze the persuasive strategies and communication tactics of buzzers, algorithmic amplification patterns, and audience perceptions toward the disseminated content. Using a qualitative method through a systematic literature review, the study identifies three dominant buzzer strategies: native advertising, pseudo-influencer testimonials, and clickbait-based disinformation. These are often amplified through algorithmic tactics such as bot networks, trending hashtags, and endorsements by constructed influencer personas. Findings show that buzzer content is effective when perceived as authentic and emotionally engaging, but tends to generate resistance once users detect manipulation. The study’s implications highlight the need for greater transparency in digital communication, regulation of sponsored content, and improved media literacy to mitigate disinformation and public distrust. The research also emphasizes the importance of ethical approaches in digital communication practices to safeguard democratic integrity and sustainable brand–public relationships.

The growth of digital platforms has driven significant transformations in marketing communication strategies, particularly in e-commerce advertising practices. Shopee, as one of the largest e-commerce companies in Indonesia, utilizes digital propaganda strategies through visual and audio content to shape consumer perception and behavior. The advertisement with the slogan "Belanja Seru, Hidup Lebih Mudah" (Fun Shopping, Easier Life) not only conveys promotional messages but also constructs social meanings of consumption, convenience, and happiness through symbols and visual narratives. This study employs a descriptive qualitative method using literature review techniques to analyze the message structure and communication strategies embedded in Shopee advertisements. The analysis considers visual, symbolic, and repetitive elements that function as covert propaganda mechanisms. The theoretical framework is based on propaganda communication and semiotic theory to understand how advertisements systematically shape consumerist consciousness. Findings reveal that propaganda in Shopee’s advertisements operates through symbolic repetition, celebrity endorsement, and the use of digital features such as limited-time promotions that trigger impulsive behavior. These practices contribute to the formation of digital consumer culture, supported by emotional engagement and algorithmic targeting. Media literacy enhancement is therefore essential to equip the public with critical awareness towards persuasive messages in digital spaces.

Public service advertisement (PSA) is one of the mass communication strategies used to convey social messages to the public. The purpose of this study was to analyze the influence of PSA on changes in people's social behavior, especially in environmental and health issues. The results of the study showed that PSA has a significant influence on increasing awareness and changing people's behavior, especially in terms of disposing of waste in its place and reducing the use of single-use plastic.

This analysis discusses the political communication strategy of presidential and vice presidential candidate pair Anies Baswedan and Muhaimin Iskandar (Cak Imin) in the 2024 Presidential Election through a discourse analysis of their campaign advertisements. This campaign utilizes various propaganda techniques such as glittering generalities, plain folks, transfer, and contrast framing to shape political images, strengthen emotional connections with voters, and implicitly criticize political opponents. Symbols of the people and religiosity are used strategically to create social identification and legitimacy in the eyes of the public, especially traditional Muslim voters. In addition, the strategy of political public relations and the use of social media, including TikTok Live, show how the modern campaign approach has shifted towards digitalization and more targeted message segmentation. This analysis underlines the importance of emotional, symbolic, and inclusive communication narratives to avoid social fragmentation and shows that contemporary political campaigns are not only about conveying information, but also about strategic symbolic influence and imaging in the digital era.  

This study explores how social identity is constructed and represented in the promotion of traditional tuak drinking culture through the social media content of Atlas Medan, a modern lapo tuak café. Utilizing Social Identity Theory, this research investigates how cultural symbols and regional slang—particularly from Batak and Medan cultures—are employed to reinforce a local identity while appealing to a young demographic (ages 20–40). Using semiotic analysis on 50 selected Instagram posts, this study decodes how Atlas Medan merges traditional and modern elements to craft a compelling digital presence. The findings indicate that the strategic use of Batak songs, Medan slang, and community-oriented visuals fosters a sense of belonging among viewers, effectively branding the café as a hub of local cultural pride. This research contributes to a broader understanding of local identity-based branding and the role of digital media in preserving yet reinterpreting traditional cultural elements in urban settings.

This study analyzes Red Bull advertisements as a form of visual propaganda that effectively constructs a brand image associated with extreme sports, bravery, and extraordinary achievement. The background of this research lies in the phenomenon of the increasing prevalence of visual content in modern marketing strategies, which not only sell products but also embed ideologies and social identities. Red Bull was selected as the object of study due to its consistent use of visual elements rich in symbolic and connotative meaning. This research employs a qualitative approach using Roland Barthes' semiotic analysis method, along with theories of visual propaganda and social identity. The findings reveal that Red Bull communicates its message not merely through images and slogans, but also through the construction of deep connotative meanings. The slogan “Red Bull Gives You Wings” instills a sense of hope in surpassing one's limits, while the use of extreme sports figures as testimonials reinforces the product's image as a symbol of high performance. These advertisements create a modern myth in which Red Bull is associated with courage and freedom, transforming it from a mere energy drink into a lifestyle identity. In the context of social identity, consumers are not only purchasing a product but also affirming themselves as members of an adventurous, active, and daring community. Thus, Red Bull successfully builds brand loyalty through a strong and symbolic visual narrative. This research emphasizes that today’s advertisements are inseparable from ideological functions and the social constructions they visually shape.  

As the largest political event in Indonesia, elections are closely tied to mass political communication strategies. In the digital era, social media has emerged as a new arena for political actors to convey campaign messages. This study examines how propaganda techniques are applied in political advertisements on social media, focusing on the dynamics between manipulation and persuasion efforts targeting voters. Through a literature review of various journals and reports, this paper explores forms of propaganda, visual symbolism, celebrity involvement, and regulatory issues concerning political advertisements on social media. The findings indicate that propaganda techniques in digital ads not only appeal to voters' emotions but also create spaces for bias and misinformation that can disrupt the quality of democracy.​