Analisis Semiotika John Fiske pada Iklan Marjan 1446 Hijriah

Abstract

Indonesia, known as the country with the largest Muslim population in the world, regards the month of Ramadan as a highly anticipated time of year. This sacred month is also utilized by brand owners as a strategic moment to promote their products through advertisements infused with Islamic and Ramadan-specific nuances, particularly on television. One of the brands that consistently launches its commercial campaigns during Ramadan is Marjan. The Marjan syrup advertisement has become a cultural phenomenon in Indonesia, often sparking public curiosity about the creative surprises it might bring in the following years. As noted by Erma Kumala Dewi in her article "Iklan Marjan, Iklan Sirop Fenomenal Pertanda Datangnya Ramadan" ("Marjan Advertisement, the Phenomenal Syrup Commercial that Signals the Arrival of Ramadan"), the appearance of Marjan's advertisements whether on TV or social media is often seen as an informal indicator that Ramadan is approaching.

The visually captivating storytelling and carefully crafted narratives make the ad highly anticipated every year. More than just a product promotion, the Marjan ad delivers strong visual impressions and builds a powerful brand image positioning Marjan as an essential element in celebrating Ramadan. This study aims to analyze the 2025 edition of the Marjan Ramadan commercial using a qualitative approach. The method employed is John Fiske’s semiotic analysis, which breaks down meaning-making into three levels: the level of reality (focusing on the appearance of characters and settings), the level of representation (covering cinematography, lighting, and music), and the level of ideology (revealing underlying conflicts and narrative structures within the advertisement).