Fiscarani, Elsa Mutiara (2022) CULTURAL VALUES IN MCDONALD’S WUJUDKAN MOMEN YANG TERLEWATI JADI LEBIH SPESIAL ADVERTISEMENT: A BARTHES’ SEMIOTIC ANALYSIS. Other thesis, Universitas Katholik Soegijapranata Semarang.

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Abstract

Some advertisements represent the cultural values and traditions that develop in the country where the advertisements are aired. The writer aims to reveal the cultural values of Indonesia both in the visual images and narratives found in the advertisement. One of them is an advertisement by McDonald’s Indonesia with the title “Wujudkan Momen yang Terlewati Jadi Lebih Spesial” that was uploaded in McDonald’s ID YouTube channel. The type of this research is descriptive qualitative. The theories used are Roland Barthes’ semiotics, Devi (2015), Fuad (2011), as well as Reisinger and Turner (1997). Interpretation is made by analyzing visual images and narrative containing the cultural values of the Indonesians that appear in the advertisement. The results of the study show that there are two Indonesian cultural values found in the advertisement, namely 1) collectivist culture, which is then divided into eight elements, and 2) going back to hometown or mudik. The eight elements of collectivist culture found in the advertisement are having time commitments to superior and family, having acceptable physical contacts, saving time for a quality of life, showing respect to other family members by using proper addressing terms and having proper physical contacts, representing patriarchal culture, representing family-oriented value, showing the strong relationship among family members, and having dinner together. The writer found that the cultural representation of collectivism does not only occur in human activities but also in the three pictures, such as a picture of a swan and five cygnets, a picture of a bus, and a picture of scenery of the village on the downhill, as well as in the things, in this case, the watches

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