Persuasive Semantics: An Interpreting the Language of Marjan Advertising "Putri Hijau" in 2024 Ramadan Edition Based on Marcel Danesi Perspective

Abstract

Among the various forms of visual and verbal communication, advertising is one, which contains numerous signs, symbols, and meanings that can influence consumers in a persuasive manner.'". Marjan's “Putri Hijau” in 2024 Ramadan  edition offers an interesting advertisement to study, considering Marcel Danesi' eloquence idiom. The aim of this research is to investigate the meaning behind the verbal and nonverbal signs in the ad by applying Danesi's approach, which considers advertising as essentially constructing cultural myths using symbolic and visual signs. Using a descriptive-qualitative approach, this research analyzes each visual segment of the advertisement in terms both verbal and nonverbal. It focuses on the relationship between meaning being created by narrative text and visual signs, using triadic model of icon, index and symbol. The study reveals that the commercial effectively employs visual storytelling inspired by Malay cultural myth, expressive body language, symbolic color selection, and emotional and spiritual messages through stories. During Ramadan, advertisements in Indonesia convey messages that reflect cultural significance, spirituality and shared goals. By incorporating the Marjan ad's language, it reinforceth the message of kindness and hope that humans are more likely to be mindful in their interactions with nature during Ramadan. Additionally, the ad's narrative structure assists in creating an emotional atmosphere, providing direction for audience interpretation, and emphasizing moral values that reflect Ramadan. With the right combination of visual imagery, textual narration and various cultural symbols, the ad effectively conveys 'goodwill spirit' and cultural resonance.