KONSTRUKSI TANDA-TANDA NASIONALISME DALAM IKLAN DI YOUTUBE (Analisis Semiotika Iklan Aqua Edisi Spesial Timnas Indonesia)

This research aims to determine how the signs of nationalism are constructed in the AQUA advertisement, Indonesian National Team special edition, broadcasted on YouTube. This research uses a qualitative approach with Charles Sanders Peirce's semiotic analysis method, which examines signs through the relationship of representamen, object, and interpretant. The object of this research is the AQUA advertisement titled "100% Dukungan untuk Timnas Indonesia di Kancah Dunia". The results show that nationalism in the advertisement is constructed through visual and audio signs, such as the Indonesian National Team's attributes, scarves, jerseys, supporters, public figures, coaches, national athletes, and mass choreography forming the Red and White (Merah Putih) symbol. These signs represent support, pride, solidarity, and a sense of belonging to the Indonesian National Team. Nationalism in this advertisement is not only displayed through state symbols, but also through community togetherness in providing support to the nation. However, this nationalism value is also closely related to commercial interests. Thus, the AQUA advertisement, Indonesian National Team special edition, constructs nationalism as a social message as well as a marketing communication strategy to secure domestic market legitimacy.