Expression and message style in Indonesian television advertising during the month of Ramadhan in the time of the COVID-19 pandemic period

Abstract

Advertising on television in the 2020 Ramadan in Indonesia developed in various styles and became a specific phenomenon. Several issues arise including in the way ideas and messages were conveyed in the work of television advertisements, especially in the month of Ramadan during the COVID-19 pandemic. Further efforts are needed to be able to understand, interpret, and appreciate the text of television advertisements. The purpose of this study was to understand the way form and style of television advertising is revealed and where ideas and messages from creators were conveyed. The study was conducted using the Barthes semiotic research method and interpretative descriptive techniques based on the stages of understanding, denotation, connotation, myth, and ideology. The main objective of this research was to support the increasingly active and productive role of television viewers to understand, interpret, and appreciate television commercials through academic studies.