Interpretation of Social and Cultural Conflicts in Marjan Putri Hijau and Desa Kehidupan 2024 Advertisement Using Roland Barthes’ Semiotic Analysis

Authors

  • Farrah Febiola Universitas Esa Unggul
  • Ummannah Ummannah Marketing Communication, Universitas Esa Unggul

DOI:

https://doi.org/10.37278/artcomm.v9i1.1480

Keywords:

Interpretation, social and cultural conflict, Marjan advertisement, Putri Hijau, Roland Barthes’ semiotics

Abstract

This study is based on the understanding that advertisements serve not only as promotional media but also as interpretations of social and cultural values. The Marjan Putri Hijau and Desa Kehidupan Ramadan 2024 advertisement utilizes local mythological narratives to convey moral messages through visual and narrative symbols. This research aims to interpret the representation of social and cultural conflicts in the advertisement using Roland Barthes’ semiotics, supported by Geert Hofstede’s cultural dimensions theory. The method employed is a descriptive qualitative approach through observation and documentation of visual and verbal elements. The results indicate that at the denotative level, the advertisement depicts a conflict over the life energy; at the connotative level, it represents the struggle between care and greed; and at the mythic level, it naturalizes values of togetherness, the sanctity of nature, and the role of women as protectors of balance. Cultural analysis demonstrates a long-term orientation and social harmony consistent with Indonesian societal characteristics, showing that the advertisement functions as a meaningful medium of cultural communication.

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Published

2026-04-23

How to Cite

Febiola, F., & Ummannah, U. (2026). Interpretation of Social and Cultural Conflicts in Marjan Putri Hijau and Desa Kehidupan 2024 Advertisement Using Roland Barthes’ Semiotic Analysis . ArtComm : Jurnal Komunikasi Dan Desain, 9(1), 40–46. https://doi.org/10.37278/artcomm.v9i1.1480

Issue

Vol. 9 No. 1 (2026): ArtComm

Section

Articles

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Copyright (c) 2026 Farrah Febiola, Ummannah Ummannah

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