ANALISIS SEMIOTIKA PESAN MORAL GEN Z PADA IKLAN IM3 "DEKATKAN JARAK, NYATAKAN SILATURAHMI"

This study aims to analyze how moral messages directed at Generation Z are represented through visual and narrative signs in the IM3 advertisement titled “Dekatkan Jarak, Nyatakan Silaturahmi” using Roland Barthes’ semiotic theory. Barthes' theory divides the meaning-making process into three levels: denotation, connotation, and myth. This research employs a descriptive qualitative method with a visual analysis approach, focusing on eight key scenes from the advertisement.

The findings indicate that the advertisement constructs several myths suggesting that Generation Z continues to uphold the values of family, empathy, and responsibility, albeit expressed differently from previous generations. These myths emerge from an accumulation of visual connotations, such as covering a mother with a blanket, offering help without being asked, creating content together, and giving gifts as symbols of affection. In this context, technology is not portrayed as a threat but rather as a bridge that strengthens intergenerational relationships.

The central moral message conveyed is that love and care for family can still be maintained through small gestures and contextually relevant actions in the digital age. Thus, the advertisement not only promotes a product but also represents the transformation of moral values within Generation Z’s culture.