Interpretasi Iklan Marjan Tahun 2023 "Baruna Sang Penjaga Samudera"

Abstract

As connoisseurs of visual events we are familiar with the name advertising, advertising is a medium that invites
the public to buy or use these goods. Marjan advertisements that we often encounter are aired on television and
youtube media as a reminder to the public that the holy month of Ramadan is getting closer, and do not forget
that every advertisement displayed by Marjan itself inserts life values that have moral messages. From this step,
researchers are interested in examining how the meaning of Marjan ad airtime is interpreted by researchers and
also examining the meaning of the parts of Marjan advertisements. In this study, researchers used a qualitative
research method using a semiotic approach. With the results found that Marjan advertisements are dominated
by inspirational moral messages and can influence consumer perceptions and actions, plus Marjan
advertisements in 2023 also use CGI technology in the visuals displayed so that the animation in these
advertisements creates new creativity and innovation from previous Marjan advertisements, therefore CGI can
attract the audience when viewing Marjan advertisements because of realistic audio visuals. Then on the rational
appeal, Marjan wants to provide that its products can support global warming by re-branding its products as
useful materials for everyday life.