MAKNA PERAN IBU DALAM IKLAN KOMERSIAL (Analisis Semiotika Roland Barthes Iklan Telkomsel Rayakan Hangatnya Kebersamaan Menuju Idulfitri)

This study aims to identify and analyze how symbols in the Telkomsel advertisement "Celebrate the Warmth of Togetherness Towards Eid al-Fitr" represent the role of a mother in the context of togetherness and the celebration of Eid al-Fitr. This study uses Roland Barthes semiotic approach to dissect the visual, verbal, and situational signs contained in the advertisement. The analysis focuses on denotative, connotative, and mythical meanings that shape the image of motherhood within the Indonesian cultural context.

The representation of the mother in this study is found to be a central symbol for family harmony and tradition. The reinforcement of this image is evident in visual elements such as facial expressions and the activity of baking cookies, which highlight the mother's role as the anchor of family unity during Eid al-Fitr. Beyond mere domestic functions, the narrative built by Telkomsel integrates emotional and religious dimensions to emphasize that the true meaning of the holiday lies in the aspect of togetherness.