MAKNA PESAN PARODI PADA IKLAN SERIES “AVATAR: THE LAST AIRBENDER” DI MEDIA SOSIAL NETFLIX INDONESIA: ANALISIS SEMIOTIKA

The parody advertisement for the series Avatar: The Last Airbender by Netflix Indonesia attracted audience attention due to its humorous and creative presentation, evoking positive emotions and generating interest in watching. The effectiveness is reflected in the success of the series reaching the "Top 10 TV Shows in Indonesia" on Netflix for a full month after its release on February 22, 2024.

This study aims to analyze the parody message in the advertisement for Avatar: The Last Airbender on Netflix Indonesia’s social media using Judith Williamson’s semiotic framework. The study employs a qualitative approach with a semiotic analysis method. Data were collected through documentation in the form of advertisement screenshots. The theoretical foundation is based on Judith Williamson’s semiotics.

The results show that, in the "product as signified" aspect, the parody message subtly critiques audience expectations and the quality of the live-action adaptation. As the signifier, visual, audio, and symbolic elements reinforce the message through representations aligned with the original series. In the "product as generator" aspect, the parody generates new meanings and reflects Netflix's awareness of audience concerns. Finally, as "currency," the parody offers exchange value by increasing engagement for Netflix and providing viewers with a sense of validation as true fans.