Analisis Semiotika pada Iklan Dettol “ اكسبو حَ انعانى ف ٌأنف وعشرو دب | د تٌول “ /Naḥmīl-‘Ālamu Fī Iksibū Alfaini Wa ‘Isyrūn Dubai | Dīttūl/

Abstract

This research discusses the semiotics contained in the Dettol advertisement“ نحمي العلم في اكسبو الفين وعشرون دبي | ديتول “ /Naḥmīl-‘Ālamu Fī Iksibū Alfaini Wa ‘Isyrūn Dubai | Dīttūl/. The problem of this research is to find out the meaning contained in the words/sentences, images and sounds included in the semiotic elements (signifier, signifieds, denotations, and connotations) in the advertisement. This research is a library research (Library Research) using the audio-visual approach used to analyze this song, namely the semiotic approach. This research uses interpretive analysis method. The theory used in this study is the theory of semiotics introduced by Roland Barthes regarding signifier, signified, denotative meaning, and connotative meaning. As for the results in this study, the researcher found signifier, signifieds, denotations, and connotations in all scenes (11 scenes) which indicate that the meaning of denotation is that machines have a mission to protect all visitors to the Dubai 2020 exhibition from germs that cause disease, and connotative meanings advertising through Dett.ol machine maintenance shows a form of promotion for Expo Dubai 2020 as an international exhibition as well as an international business activity that seeks to convince the world community about the safety and cleanliness of the exhibition environment with the help of Dettol as a well-known and trusted health product. The results of the study concluded that the semiotic signs in these advertisements indicate a form of promotion with a post-pandemic digital concept. This research is expected to provide a scientific contribution to the study of Arabic literature related to semiotics as well as a motivation for further research in enriching insights and knowledge in the field of linguistics.