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Abstract. Semiotic analysis of advertising aims to uncover the hidden meanings behind visual and textual elements presented in promotional content. This study explores the semiotic features in smartphone advertising, focusing on Oppo as a case study. This study uses a comparative framework to analyze the similarities and differences between Oppo advertising and competing brands. The analysis is conducted through Charles Sanders Peirce's triadic model, consisting of representamen, object, and interpretant, as well as Roland Barthes' concepts of denotation and connotation. This study identifies symbolic, iconic, and indexical signs used in Oppo advertising to build brand identity and attract target audiences. Key findings reveal how visual elements, color schemes, and slogans emphasize innovation, premium quality, and emotional connection. Comparative insights highlight Oppo's differentiation strategies, such as integrating cultural nuances and leveraging aspirational imagery, to strengthen its market position. The results of this study provide a deeper understanding of how semiotic strategies influence consumer perception and purchasing behavior, as well as provide practical implications for marketers and advertisers. This study bridges the gap between semiotic theory and its application in modern advertising, providing a comprehensive perspective on the power of signs in shaping brand narratives.

The purpose of this research is to study the meaning of feminism contained in the lyrics of Raisa and Isyana Sarasvati's song "AngankuAnganmu" using Roland Barthes's semiotic approach. This song not only shows the principles of solidarity, freedom, and gender equality, but also fights many myths that prevent women from becoming better. This study found that the lyrics of the song contain a message that encourages women to voice their opinions, overcome conflicts, and pursue their dreams without being hindered by social norms. This discovery was made using a qualitative descriptive research method. This study shows that the art of music can be an effective tool to convey messages about feminism and support the struggle for gender equality through the representation of signs and meanings contained in lyrics.

This research is based on the development of photography not only as a service but also as a visual communication medium that can convey a message as well as the story in it. With the rapid development, types of photography have also developed further, one of which is prewedding photography. Govinda Rumi as one of the leading prewedding photographers in Indonesia managed to combine elements of a deep story with beautiful scenery in each of his prewedding photos. This research is intended to analyze the meaning of some of Govinda Rumi's prewedding photos. The approach used is Roland Barthes' Semiotics theory, which includes two stages of signification, namely denotative as the first stage and connotative as the second stage. This research was conducted with a qualitative method of descriptive type. Data collection was done through observation, interview, and documentation. The results showed that Govinda Rumi was able to present a story in each of his prewedding photos without putting aside other aspects.

In this research, a semiotic analysis of the Apple commercial version of "Privacy on iPhone - Data Auction" is carried out using the Roland Barthes model. Also this research uses descriptive qualitative methods with data collection techniques of interviews and documentation studies. The purpose of this research is to find out the representation of personal data protection in the advertisement by analyzing the meaning of denotation, connotation and myth. The results of the analysis show that this advertisement clearly illustrates the risks that will occur to the personal data of smartphone owners and users if the data can be accessed easily by irresponsible parties. This commercial also proves the truth of the myth widely circulated in society that Apple devices are more secure than other brands. Apple wants to emphasize that they attach great importance to and care about the confidentiality and security of the personal data of Apple users. Therefore, Apple strives to provide security guarantees and personal data protection on its products so that Apple customers feel comfortable and confident that their data is safe.

Film and television series posters play a crucial role as both promotional media and symbolic representations of a work’s narrative and themes. This study analyzes the semiotics of the Netflix series The Influencer (2024) poster, which highlights issues of social media manipulation, identity crisis, and digital power. Its success in reaching Netflix’s Top 10 in Indonesia indicates strong cultural resonance. Using a qualitative approach with Barthes’ semiotic method, this research examines visual elements such as color, typography, and composition to reveal the poster’s denotative, connotative, and mythological meanings. The poster functions not only as a promotional tool but also as a medium conveying complex social messages.This study contributes to the field of Visual Communication Design by providing insights into how visual elements shape meaning and audience perception. The findings are expected to serve as a reference for academics and practitioners in understanding and creating posters that are both aesthetically appealing and meaningful.

The series Cinta Pertama Ayah addresses the issue of sexual violence and depicts the struggle of parents in protecting their children and providing the best parenting according to their perspectives. This research aims to represent various forms of parenting styles and reveal the denotative, connotative, and mythical meanings contained in the series Cinta Pertama Ayah. Utilizing Roland Barthes semiotic analysis to uncover the meaning of signs in the series, this research is also reinforced by Santrock's theory of parenting. The research method used is descriptive qualitative, with observation, interviews, and literature study as data collection techniques. The results show that parents who adopt an authoritarian parenting style tend to make children secretly violate the rules given. Conversely, parents who adopt a democratic parenting style tend to make children more open and communicative. Different from permissive parenting, where children feel freer but often struggle to control themselves due to the lack or leniency of restrictions given. This research provides in-depth insights into how various parenting approaches can influence child development in the context of the series.

Films or drama series are highly favored by many people, especially among teenagers. One of the most popular foreign drama series in Indonesia is Korean drama. Korean dramas depict fictional strories and portray Korean life. One of the Korean dramas that attracted public attention was Twinkling Watermelon. This drama directed by Son Jung-Hyun carries the genre of fantasy, romance, and time travel. The author's goal in analyzing this drama is to find out the meaning of denotation, connotation, and myth, as well as the moral messages contained in the Korean drama. This research employs qualitative research methods using Roland Barthes’ semiotics theory. Data for this study are based on scene and dialogues from episodes 14-16 of the Korean drama Twinkling Watermelon. The data collection techniques used are observation, documentation, and literature study. The results obtained from this study indicate that in the Korean drama there are moral messages seen from denotation, connotation and myth. The moral messages are (1) Being serious in doing something. (2) Parents' responsibility towards their children. (3) The importance of communication in every relationship, especially family. (4) Sincere love. (5) Do not force ourselves to bear burdens that are not our responsibility. (6) Never give up and keep fighting.

Film is a form of communication media used as a tool to convey messages, especially in the context of public entertainment. With the rapid development of film, web series have become increasingly popular and a topic of discussion among the public. One currently popular series is "Bidadari Bermata Bening," directed by Farid Dermawan, featuring drama, romance, and religious genres. The author's purpose in researching this movies is to explore the denotative and connotative meanings, myths, and moral messages conveyed through the series. This research utilizes qualitative research methods grounded in Roland Barthes' semiotic theory. The data collection techniques used include observation, literature study, documentation, and interviews. The results obtained from this study indicate that the series contains moral messages interpreted through denotation, connotation, and myth. namely: (1) Maintaining trust and placing faith in Allah. (2) Taking responsibility for decisions made. (3) Consequences of wrongdoing. (4) Perseverance in facing challenges. (5) Importance of respecting others' decisions. (6) The significance of persistence and courage in dealing with failure. (7) Dishonesty is not the right path.

This research analyzes the representation of Tom Cruise's figure in the film "Top Gun: Maverick" by using Roland Barthes' semiotic approach. The main focus of this research is to understand how the character of Maverick played by Tom Cruise is represented through various signs and symbols in the film. The method of analysis used is semiotic analysis, which allows researchers to identify the signs and symbols used in representing the character. This research uses a qualitative approach by analyzing various visual, narrative, and contextual elements in the film. The findings of this research reveal how Tom Cruise as an actor and the character of Maverick are represented in the context of relevant culture and ideology. The results of this analysis provide a deeper understanding of how the character is understood and accepted by the audience, as well as the implications of his representation in a broader social and cultural context. This research contributes to the understanding of how symbols in popular media such as movies can shape our perception and understanding of certain characters in popular culture.

The film "Cinta Pertama, Kedua, dan Ketiga" is an Indonesian romantic drama that explores themes of love, family responsibility, and sacrifice. This study aims to analyze the representation of love in the film using Roland Barthes' semiotic approach. The method applied includes analyzing signs, signifiers, and signifieds from several key scenes to uncover both denotative and connotative meanings. The analysis focuses on scenes of dancing, household duties, the giving of a ring, warm colors, a lonely road, separation, and the giving of a birthday gift. The research findings indicate that dancing symbolizes intimacy and freedom, while household scenes represent the burden of emotional responsibility. The ring signifies commitment and family unity, warm colors reflect harmony but also conceal tension, and the lonely road mirrors emotional isolation. Separation and the birthday gift reveal deep sacrifice and enduring memories. In conclusion, the film portrays love not only as a romantic relationship but also as a journey involving personal sacrifice and family responsibility, aligning with Barthes' views on symbolic meaning in visual narratives.

This research aims to analyze the symbols in the novel Charlotte's Web. The author choses this topic because wanted to understand the symbols contained in the novel and study them.the writing uses the semiotic method by Roland Barthes, and the kualitatif analysis datathis study shows symbols in the novel are depicted in words, actions and characters. A very important symbol in the novel is the spider's web. The main character is closely related to this symbol.the writer hopes this study can help students to understand symbols at charlotte's web

One of the countries that has developed in the field of cinema is Japan. Japan has successfully integrated elements of local culture and tradition into movie production. Japan is also famous for the creation of special effects, especially in today's modern action genre known as Tokusatsu. One of the movies that raised the Tokukatsu genre is Kamen Rider Black Sun. It is a Japanese superhero franchise Tokusatsu genre film released on October 28, 2022 by Ishimori Productions and Toei Company. The movie was directed by Kazuya Shiraishi. Based on 704 votes on IMDb.com. The movie was released in celebration of 50 years of Kamen Rider and 35 years of Kamen Rider Black. This success was based on a complex story and was well received by audiences and film critics in Japan and also abroad, including Indonesia. Visual analysis is used in this movie to interpret important elements by revealing meanings and messages that will influence the audience's understanding, especially by raising social issues. By promoting this film, it aims to raise awareness and empathy towards the phenomenon of discrimination and racism towards others. With the semiotic analysis of Roland Barthes, the film Kamen Rider Black Sun can understand the meaning of the visual signs conveyed in the film, so that this film becomes an important lesson in creating a fair society regardless of one's race, ethnicity and background.

This research aims to identify and interpret the visual signs in the Marjan Syrup advertisement Ramadhan Edition 1444H using Roland Barthes' semiotic approach to understand the message to be conveyed to consumers. The type of research applied is qualitative description. The data analysis process was carried out by applying Roland Barthes' semiotic studies, allowing the observation of three levels of meaning (denotative, connotative, and mythical) in several scenes, visual signs, symbols, colors, and compositions contained in the Marjan Syrup advertisement, Ramadhan Edition 1444H. The research results concluded that this advertisement can be considered an achievement in communicating complex and in-depth messages through visual media.

Films have a huge impact in changing the perception of the audience. The film "Stealing Raden Saleh" presents a storyline that contains criminology scenes. Sometimes, perpetrators of crimes are not aware of their actions, because there are many factors that support them. This research aims to reveal the meaning of criminology in films using Roland Barthes' Semiotic Analysis. The film features various crime scenes, including theft, forgery of paintings, threats of violence, and fights. A qualitative approach was used in this research, with the aim of determining, understanding, explaining and gaining an in-depth understanding of the signs manifested in images and dialogue to describe the forms of crime represented in this film. The analytical method applied is qualitative based on Roland Barthes' semiotic model. By using the theory of denotation, connotation and myth, this research found that the most dominant criminological category from the data was the role of peers.

This study aims to analyze the character of Marisol in the film "A Man Called Otto" as a representation of the attitude of social care. Marisol is portrayed as a social activist who cares about the welfare of the surrounding community. The method used in this research is Roland Barthes semiotic analysis with a qualitative descriptive approach. The data collection techniques used are observation techniques, documentation techniques, and literature study techniques. The data is analyzed to identify how Marisol's social care attitude is reflected in her social interactions, real actions, as well as her thoughts and motivations. The results show that in the 8 scenes analyzed on Marisol's character, it shows that Marisol's character plays an important role in exploring the complexity of social care attitudes. Through her actions and sincere attitude towards social issues, Marisol represents the struggle for social justice and concern for human rights. The analysis also highlights how the character stimulates reflection in the audience on the importance of social care in shaping a more just and inclusive society.

This study aims to describe the meaning of denotation, meaning of connotation, and myth in the traditions of Ngulihi Tudung in the Karo tribe. This study is a qualitative descriptive study by applying a semiotic approach developed by Roland Barthes to uncover aspects of sign communication in the marriage tradition of Karo Ngulih Tudung which later differed from the public view of marriage traditions that began to be distorted. The data obtained in this study is a sentence, dialogue or sign that can communicate the message to be delivered to the marriage tradition of Ngulihi Tudung tribe Karo. The data analysis technique is to carefully identify signs and symbols in the Tudung Tradition, divide them into markers and markers, analyze the relationship of signs to form more complex meanings, analyse the meaning of denotations, analyse meaning of connotations based on cultural historical context to mythology as ideology based on the study of Roland Barthes' Semiotics, and write the conclusions of the research. The results of the study show that the meaning of the denotation in the marriage tradition of Ngulihi Tudung seeks to show the most tangible meaning in the sign. In other words, the Denotation of Roland Barthers in the sentence found in the Marriage tradition is what is described by the sign against an object. Connotation is expressive, involving more subjective and objective experience. In the marriage tradition Ngulihi Tudung invites the public to criticize as sharply as myths can see certain values or norms that work in society.

This study aims to describe the meaning of denotation, meaning of connotation, and myth in the traditions of Ngulihi Tudung in the Karo tribe. This study is a qualitative descriptive study by applying a semiotic approach developed by Roland Barthes to uncover aspects of sign communication in the marriage tradition of Karo Ngulih Tudung which later differed from the public view of marriage traditions that began to be distorted. The data obtained in this study is a sentence, dialogue or sign that can communicate the message to be delivered to the marriage tradition of Ngulihi Tudung tribe Karo. The data analysis technique is to carefully identify signs and symbols in the Tudung Tradition, divide them into markers and markers, analyze the relationship of signs to form more complex meanings, analyse the meaning of denotations, analyse meaning of connotations based on cultural historical context to mythology as ideology based on the study of Roland Barthes' Semiotics, and write the conclusions of the research. The results of the study show that the meaning of the denotation in the marriage tradition of Ngulihi Tudung seeks to show the most tangible meaning in the sign. In other words, the Denotation of Roland Barthers in the sentence found in the Marriage tradition is what is described by the sign against an object. Connotation is expressive, involving more subjective and objective experience. In the marriage tradition Ngulihi Tudung invites the public to criticize as sharply as myths can see certain values or norms that work in society.

This study aims to analyze the meanings embedded in the film poster "Vina: Sebelum 7 Hari" using Roland Barthes' semiotic approach. Film posters not only serve as promotional tools but also as powerful mediums for conveying complex messages to the audience. Through semiotic analysis, this research reveals the denotative, connotative, and mythological meanings of the visual elements in the poster. Primary data was obtained from direct observation of the film poster sourced from Dee Company's official website, while secondary data was collected through various relevant literatures and theories. The analysis results indicate that the visual elements in the poster effectively depict the essence of the story and the main conflict faced by the character in the film. This conclusion underscores that the "Vina: Sebelum 7 Hari" film poster is not only visually appealing but also effective in conveying the film's narrative and central themes to the audience

Among the many verses used in the Dolalak Dance, the verse "Atas Pisang" holds a unique position. This verse is often recited at the end of the performance, signifying a solemn and message-laden conclusion. This study aims to examine the symbolism and meaning within the ‘Atas Pisang’ verse in the Dolalak Dance. This research is a qualitative interpretive study employing Roland Barthes' semiotic approach regarding denotation and connotation meanings. The findings indicate that the ‘Atas Pisang’ verse in the Dolalak Dance, through its symbolism and metaphors, conveys various relevant and wise life advice. The balance between visible outcomes and underlying essence, hope and recovery from difficulties, the importance of actions in pursuing desires, appreciation of the past and experiences, and wisdom in family relationships are the main messages conveyed. The ‘Atas Pisang’ verse teaches that a balanced life, filled with hope, active pursuits, appreciation of the past, and wisdom in family relationships are keys to achieving a harmonious and meaningful life.

Moral messages themselves contain sees on the qualities and standards that exist among a gathering. Virtues are the decency of people as people. Standards about how people should live to be great as people. Films are amusement, yet in addition data and training media, conveying data through motion pictures should be possible rapidly. This exploration expects to figure out the ethical message contained in the film Cinta Subuh. This exploration utilizes Roland Barthes' semiotic examination hypothesis, to be specific signification meaning, implication importance, and legend contained in the film Cinta Subuh. The examination area was directed on the advanced membership TV stage, Disney+ Hotstar. This examination strategy utilizes a subjective technique, which is an exploration system that produces enlightening information as composed or expressed words from individuals and ways of behaving that can be taken. The consequences of this study demonstrate that there are a few moral messages, specifically: counsel not to date, lying is a wrongdoing in any event, for goodness, focusing on morning supplications as an impression of life and the figure of kinship supporting the great way. In this unique situation, there is an end from this film that underlines the significance of trustworthiness in close connections. Genuineness is a general worth perceived in many societies and convictions.