REPRESENTASI AYAH IDEAL DALAM IKLAN SEABANK “UNTUK KASIH TANPA BATAS, ADA SEABANK YANG SELALU MENEMANI” DI YOUTUBE (Analisis Semiotika Roland Barthes)

The advertisement titled “Untuk Kasih Tanpa Batas, Ada SeaBank yang Selalu Menemani” is a commercial produced by SeaBank and published on YouTube on October 28, 2024, to commemorate Father’s Day. It portrays a touching story of a father who, as the family’s breadwinner, must work far from home, leaving his wife and child behind. There exists a prevailing stereotype that fathers only serve as financial providers. This study aims to examine how the father’s role is represented in the SeaBank advertisement Untuk Kasih Tanpa Batas.

This research uses Roland Barthes’ semiotic theory to analyze the SeaBank advertisement. Barthes’ semiotics involves three levels of signification: denotation, connotation, and myth. Denotation refers to the first level of meaning, while connotation is understood as the second level. Myth represents meanings shaped by cultural and social life, and therefore, these interpretations may vary across different contexts.

The results of this study show that the SeaBank advertisement successfully challenges traditional stereotypes in society that depict fathers solely as breadwinners with no role in caregiving. The advertisement demonstrates that the father’s role has evolved with time; fathers are now portrayed as capable of balancing both work and parenting responsibilities.