Analisis Semiotika pada Iklan Saudi Vision 2030 الذكرى الخامسة / Aż-Żikrā Al-Khāmisah /

Abstract

This research discusses the semiotics contained in advertisements entitled "Analysis of Semiotics in Saudi Vision 2030 Advertisements الذكزى الخامسة / Aż-żikrā Al-Khāmisah/" The problem of this research is to find out the meaning contained in the writing, images and monologues which are included in the elements semiotics (denotation and connotation) in the advertisement. This research is library research (Library Research) using descriptive analysis methods, a listening method approach with note-taking techniques. The theory used in this research is Roland Barthes' semiotic theory regarding denotation and connotation. As for the results of this research, the researcher found denotational meaning and connotative meaning in all scenes in the form of 17 scenes, 83 images, 36 writings and 9 monologues. Overall, that advertisement shows that the denotational meaning is, this advertisement displays the nation's identity, displays various industrial potentials from tourism, culture, business, health, military, technology, and so on. Then, this advertisement repeatedly emphasizes Saudi Arabia's ideals in the Saudi Vision 2030 program and invites the public to support the government in the Saudi Vision 2030 program. The connotation meaning of this advertisement is that the advertisement wants to show the Arab community and the world that the work of the Saudi Arabian government is currently working. hard in achieving Saudi Vision 2030 to improve a modern economy that is no longer dependent on oil, improve the standard of living of its population, and maintaining its position at the top of the rankings. Conservative values are slowly being abandoned and major reforms are taking place to support Saudi Vision 2030.