REPRESENTASI PESAN MORAL DALAM IKLAN

Abstract

Education is a process to increase a person's potential and interest, its implementation varies, one of which is in the form of advertising. Advertising is an important component in supporting marketing. This research focuses on analysis of semiotics in the context of the Rejoice Hijab 3 in 1 Shampoo advertisement "Stay Istiqomah" version published on the YouTube platform . The research method used is a qualitative method with Charles Sander Peirce's semiotic approach. This advertisement is used as a research object to identify the moral message contained in the advertisement through the signs, objects and interpretants that appear in the advertising scene. The moral messages contained in this advertisement include consistency in maintaining the intimate parts, an attitude of helping and caring for others, the importance of apologizing and forgiving each other, being patient in facing difficulties, the importance of self-confidence, and avoiding the behavior of scolding others. This research reflects the importance of moral messages in advertising as an effort to provide positive messages to society, especially Muslim women. These moral messages cover spiritual, social and psychological aspects of everyday life. In living life, it is important for individuals to maintain morality, help others, and understand the values ​​that emerge in social interactions. It is hoped that all of these moral messages can help increase understanding and awareness of positive values ​​in society.