The Semiotics of Sacred Consumption: A Saussurean Analysis of Marjan’s Ramadan Advertising on Instagram
DOI:
https://doi.org/10.71242/3d22ex78Keywords:
Digital Advertising, Instagram, Semiotics, Structuralism, Ramadan MarketingAbstract
This research investigates the intricate construction of visual and verbal meanings within Marjan’s Instagram advertisements during the 2024 Ramadan season and explores how these semiotic configurations stimulate consumer purchase intention. Adopting a qualitative paradigm underpinned by Ferdinand de Saussure’s structuralist semiotics, the study deconstructs the dyadic relationship between signifiers and signifieds in digital promotional content. Systematic observation of visual markers, including the brand logo, the signature red syrup bottle, young coconut motifs, Ramadan lanterns, and desert landscapes, reveals a deliberate orchestration of brand identity, sensory freshness, spiritual enlightenment, and cultural nostalgia. Concurrently, verbal signifiers such as the slogan "Breaking the Fast Becomes Sweeter" function as anchors that solidify the brand’s positioning as an indispensable cultural artifact of the holy month. The findings demonstrate that Marjan’s advertising efficacy is rooted in its ability to synthesize religious symbolism with local cultural values, thereby enhancing brand resonance and effectively catalyzing purchase intention among Indonesian Muslim consumers. This study contributes to the discourse on digital marketing communication by elucidating the role of semiotic precision in capturing the cultural zeitgeist of religious festivities.
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