The Power of Symbols in Communication

Oct 13, 2025 by talynt.org 58 views

Television advertisements have become an integral part of our daily lives, conveying messages that not only promote products but also shape our social values. In this article, we will delve into the world of semiotics, specifically the work of Roland Barthes, to analyze the social values embedded in a television advertisement from Matahari Department Store, titled "Difference is not an obstacle to maintaining each other." This 60-second advertisement offers a powerful message about the importance of tolerance, empathy, and solidarity in a world where differences are increasingly prevalent.

The Power of Symbols in Communication

In semiotic studies, symbols play a crucial role as a communication tool. They have the power to convey complex messages, evoke emotions, and shape our perceptions of the world around us. The Matahari Department Store advertisement is no exception, as it not only promotes products but also functions as a medium to convey the social values that underlie interactions in society. By analyzing this advertisement through the lens of semiotics, we can gain a deeper understanding of the social values that are embedded in it and how they can shape our behavior and interactions with others.

The Research Approach

This research was conducted in Medan, Indonesia, for a period of three months, from July to October 2018, with a qualitative-interpretive approach. Researchers analyzed ad files downloaded from Youtube using two-stage semiotic analysis methods by Roland Barthes. In the first stage, researchers observed each scene and frame in depth, recording dialogue and visuals that convey social messages. Secondary data was obtained from relevant literature to support this analysis.

Ad Analysis

Through this analysis, it was found that the advertisement of Matahari Department Store emphasizes the importance of ethics and mutual respect. In the context of social problems, a child in the ad is able to solve problems wisely, without being influenced by differences in religion around him. This illustrates that social values such as tolerance, empathy, and solidarity are very important in the formation of individual character from an early age.

This ad invites the audience to think critically about how they interact with other people with different backgrounds. In an increasingly global world, understanding of differences becomes increasingly important. That way, this ad is not only functioning to sell products, but also contribute to the formation of social awareness in society.

The Semiotics of the Ad

The advertisement uses a range of symbols and visual elements to convey its message. The use of a child as the main character is significant, as it represents innocence and vulnerability. The child's ability to solve problems wisely, despite being surrounded by differences, is a powerful message about the importance of tolerance and empathy. The visual elements, such as the colors and lighting used, also contribute to the overall message of the ad.

The dialogue in the ad is also significant, as it highlights the importance of mutual respect and understanding. The lines "Difference is not an obstacle to maintaining each other" and "We can live side by side with mutual respect" are repeated throughout the ad, emphasizing the importance of these values.

Conclusion

The results of this study indicate that Matahari Department Store advertisements not only convey commercial messages, but also embed social values that are relevant to the lives of people today. The use of symbols in advertising creates in-depth meaning and can inspire audience to apply these values in everyday life. With the semiotic approach used, this ad succeeded in illustrating that differences are not a barrier, but rather a wealth that can enrich social relations between individuals.

Implications for Advertising and Social Awareness

This study has implications for advertising and social awareness. It highlights the importance of using semiotics in advertising to convey social values that are relevant to the lives of people today. By using symbols and visual elements in a way that is meaningful and engaging, advertisers can inspire audience to apply these values in everyday life.

Furthermore, this study highlights the importance of social awareness in shaping our behavior and interactions with others. By promoting social values such as tolerance, empathy, and solidarity, advertisers can contribute to the formation of social awareness in society.

Limitations of the Study

This study has several limitations. Firstly, the study was conducted in a specific context, namely Indonesia, and may not be generalizable to other contexts. Secondly, the study used a qualitative-interpretive approach, which may not be suitable for all types of research questions.

Future Research Directions

Future research directions include conducting a similar study in other contexts to see if the findings are generalizable. Additionally, researchers could use other semiotic analysis methods to analyze the advertisement and see if different results are obtained.

Conclusion

In conclusion, this study highlights the importance of using semiotics in advertising to convey social values that are relevant to the lives of people today. By analyzing the Matahari Department Store advertisement through the lens of semiotics, we can gain a deeper understanding of the social values that are embedded in it and how they can shape our behavior and interactions with others. This study has implications for advertising and social awareness, highlighting the importance of promoting social values such as tolerance, empathy, and solidarity in shaping our behavior and interactions with others.

In our previous article, we explored the social values embedded in a television advertisement from Matahari Department Store, titled "Difference is not an obstacle to maintaining each other." In this article, we will answer some of the most frequently asked questions about the study and its findings.

Q: What is semiotics, and how is it used in this study?

A: Semiotics is the study of signs and symbols, and how they are used to convey meaning. In this study, we used semiotics to analyze the Matahari Department Store advertisement and identify the social values that are embedded in it. We used the two-stage semiotic analysis method developed by Roland Barthes to analyze the advertisement.

Q: What are the social values that are embedded in the Matahari Department Store advertisement?

A: The social values that are embedded in the Matahari Department Store advertisement include tolerance, empathy, and solidarity. These values are conveyed through the use of symbols and visual elements in the advertisement, such as the child character and the dialogue.

Q: How does the advertisement promote social awareness?

A: The advertisement promotes social awareness by highlighting the importance of tolerance, empathy, and solidarity in shaping our behavior and interactions with others. By using a child character and a dialogue that emphasizes the importance of mutual respect, the advertisement encourages viewers to think critically about how they interact with others.

Q: What are the implications of this study for advertising and social awareness?

A: This study highlights the importance of using semiotics in advertising to convey social values that are relevant to the lives of people today. By promoting social values such as tolerance, empathy, and solidarity, advertisers can contribute to the formation of social awareness in society.

Q: What are the limitations of this study?

A: This study has several limitations. Firstly, the study was conducted in a specific context, namely Indonesia, and may not be generalizable to other contexts. Secondly, the study used a qualitative-interpretive approach, which may not be suitable for all types of research questions.

Q: What are the future research directions for this study?

A: Future research directions include conducting a similar study in other contexts to see if the findings are generalizable. Additionally, researchers could use other semiotic analysis methods to analyze the advertisement and see if different results are obtained.

Q: How can advertisers use semiotics to promote social values in their advertisements?

A: Advertisers can use semiotics to promote social values in their advertisements by using symbols and visual elements that convey meaning and encourage viewers to think critically about how they interact with others. By promoting social values such as tolerance, empathy, and solidarity, advertisers can contribute to the formation of social awareness in society.

Q: What are the benefits of using semiotics in advertising?

A: The benefits of using semiotics in advertising include the ability to convey complex messages in a way that is engaging and meaningful to viewers. By using symbols and visual elements that convey meaning, advertisers can promote social values such as tolerance, empathy, and solidarity, and contribute to the formation of social awareness in society.

Q: How can researchers use semiotics to analyze advertisements?

A: Researchers can use semiotics to analyze advertisements by identifying the symbols and visual elements that are used to convey meaning. By analyzing the advertisement through the lens of semiotics, researchers can gain a deeper understanding of the social values that are embedded in it and how they can shape our behavior and interactions with others.

Q: What are the implications of this study for social awareness and advertising?

A: This study highlights the importance of using semiotics in advertising to promote social values such as tolerance, empathy, and solidarity. By promoting social awareness and encouraging viewers to think critically about how they interact with others, advertisers can contribute to the formation of social awareness in society.

Q: How can advertisers use this study to inform their advertising strategies?

A: Advertisers can use this study to inform their advertising strategies by using semiotics to promote social values such as tolerance, empathy, and solidarity. By promoting social awareness and encouraging viewers to think critically about how they interact with others, advertisers can contribute to the formation of social awareness in society.

Q: What are the future implications of this study for social awareness and advertising?

A: The future implications of this study for social awareness and advertising include the potential for advertisers to use semiotics to promote social values such as tolerance, empathy, and solidarity on a larger scale. By promoting social awareness and encouraging viewers to think critically about how they interact with others, advertisers can contribute to the formation of social awareness in society.