Ideologi dalam Iklan Komersial Produk Alat Kontrasepsi (Analisis Semiotika terhadap Iklan Kondom Durex ‘Jangan Cabut Duluan, Biar Asik Barengan’)

The landscape of contraceptive advertising in Indonesia is frequently entangled in a contradiction between stringent regulations and practices of vulgar bodily objectification. The Durex advertisement titled "Jangan Cabut Duluan, Biar Asik Barengan" emerges as an anomaly by offering a perspective on intimacy rooted in equality and shared responsibility. This study aims to uncover how visual and verbal signs are constructed to shape the ideology of sexual well-being through the lens of Judith Williamson’s semiotics.

The theoretical framework of this study centers on Williamson’s mechanism of meaning transfer, which encompasses the concepts of the Referent System and the mechanism of absence. This theory is employed to dissect how the advertisement borrows the referent system of marathon running to construct a new meaning for the product. The primary focus of the analysis lies in the deconstruction of traditional, self-centered masculinity toward the values of relational justice, wherein the product is positioned as an instrument to achieve relationship harmony.

This qualitative study adopts an interpretive paradigm using Judith Williamson’s semiotic method. Data collection techniques involved observing the visual and verbal signs within the video advertisement. Data analysis was executed through four stages of meaning-making: product as signified, signifier, generator, and currency, to thoroughly reveal the embedded ideological structures.

The findings demonstrate that Durex successfully transforms the product into a symbol of empathy and equality through the marathon metaphor. The advertisement significantly deconstructs the narrative of traditional masculinity into an ideology of mutual satisfaction as a core pillar for achieving sexual well-being in modern relationships. The conclusion underscores that visual euphemism plays a strategic role in ethically conveying sexual health values without violating socio-cultural norms.