Representasi Komodifikasi Simbol Religi dalam Iklan Sasha Pasta Gigi Bersiwak Edisi Bulan Ramadhan

Abstract

This study aims to examine how religious symbols are represented and commodified in the Sasha Siwak Toothpaste advertisement for the Ramadan edition. The commodification of religious symbols in the advertisement is interesting to analyze due to the tendency to capitalize on spiritual values for commercial interests. This study uses a qualitative approach with Roland Barthes' semiotic analysis method to unravel the denotative, connotative, and mythical meanings contained in the advertisement's visual and verbal messages. The results show that the Sasha advertisement utilizes religious symbols such as the siwak, Ramadan nuances, and images of religiosity to construct an Islamic product image that is believed to attract Muslim consumers during the holy month. These symbols not only represent religious values but also undergo a commodification process that blurs the line between sacredness and market interests. Thus, this advertisement is an example of the practice of cultural capitalism that adapts religious symbols to strengthen product marketing strategies.