Analisis Semiotika Makna Kearifan Lokal dalam Iklan Rokok Sukun Special Baru Versi “Beda Masa Satu Rasa”

Abstract

The purpose of this study is to analyze the Sukun Spesial Baru cigarette advertisement entitled “Beda Masa Satu Rasa” using Roland Barthes’ semiotic approach, in order to uncover the meaning of local wisdom embedded within it. This research focuses on how the advertisement represents cultural values that remain relevant amid the current wave of modernization. The method applies Barthes’ three levels of semiotic analysis by interpreting both visual and verbal signs appearing in the advertisement broadcast on the YouTube platform. The analytical process includes identifying scenes, categorizing signs, and interpreting meanings within the semiotic framework. The findings reveal that at the denotative level, the advertisement portrays daily social interactions emphasizing cooperation, mutual assistance, and communal harmony. At the connotative level, these actions represent social solidarity as a central feature of Indonesian cultural identity. At the mythic level, the advertisement reinforces the idea that local wisdom functions as a cultural safeguard against the negative impacts of globalization, while simultaneously strengthening social harmony and national identity. The study concludes that cigarette advertisements do not merely serve as promotional media, but can also act as vehicles of cultural communication, conveying the importance of preserving noble values of local wisdom in modern society. Thus, the advertisement highlights its dual role as a persuasive tool and an educational medium, underscoring the relevance of traditional values as a foundation for contemporary social life.