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Volume 12, No. 2August

DOI: https://doi.org/10.22487/ejk.v12i2

Published September 1, 2025

Articles

  1. Jenny Najwa Athifah, Prayogi Restu Adiguno, Ganing Ajeng Dwi Febriana Suhermanto, Fajar Junaedi

    Superlative Claims as Violations of Indonesian Advertising Ethics in YouTube Ads: Ads for Azarine Kids, Ichitan, Le Minerale, SGM, and Zwitsal

    This study aims to analyze violations of advertising ethics in the form of superlative claims used in Azarine Kids, Ichitan, Le Minerale, SGM, and Zwitsal advertisements broadcast on YouTube. Superlative claims are often used to attract consumers’ attention by stating product superiority excessively, without any evidence that can be accounted for. The research method used is descriptive qualitative, with data collection through observation and documentation of advertisements. The results of the study indicate that the five advertisements violate the Indonesian Advertising Ethics, especially in the article regulating the use of superlative claims. These violations have the potential to mislead consumers, harm competitors, and reduce public trust in the brand. In addition, the lack of supporting evidence in the claims indicates a non-compliance with ethical standards and advertising regulations.

  2. Renata Julianty Hartono, Prayogi Restu Adiguno, Nada Nadiah Aulia, Fajar Junaedi

    Representation of Gender Stereotypes and Patriarchal Culture in MR.DIY Indonesia's Ramadan 2024 Advertisements on YouTube

    Digital advertisements often serve as a medium for reproducing gender stereotypes and hidden patriarchal power relations. This research aims to explore the representation of gender stereotypes and patriarchal culture in MR.DIY Indonesia advertisements titled "Urusan Berbenah Jadi Mudah" and "Urusan Lebaran Jadi Mudah" through semiotic analysis. Using a qualitative approach and Roland Barthes' orders of significance theory framework, the research dissects the hidden mechanisms behind the construction of meaning in both advertisements. The research findings reveal that gender stereotypes and patriarchal dominance do not disappear, but rather transform into more subtle and disguised forms of representation. Advertisements do not merely showcase products, but present social narratives that perpetuate traditional gender hierarchies.

  3. Mohammad Iqbal Maulana, Rezki Rahmawati, Dewi Nuraliah, Pusparani Sahran Putri, Febriany, Roman Rezki Utama

    Roland Barthes Semiotics Representation of Criticism of the Working Class in Rakesh's Video Clip – Penguasa Malam

    Rakesh's music video - Penguasa Malam is a story about a worker who experiences a dilemma between the mental burden of work and the need to please himself. This research examines the visual signs of the video clip regarding the social criticism of the working class in response to the development of capitalism. The research method used is descriptive qualitative with semiotic analysis method from Roland Barthes. The results showed that the meaning of the representation of working-class social criticism from Rakesh's video clip – Penguasa Malam presents a representation of class conflict between the lower working class (proletariat) and the upper class (bourgeoisie) under the influence of capitalism, where the concept of 'alienation' is often used as a visual message of criticism from the working class (proletariat) against capitalism, so that forms of criticism are presented such as self-introspection, fighting alienation, seeking peace and freedom, and fighting established social control.

  4. Febriany Febriany, Pusparani Sahran Putri, Mohammad Iqbal Maulana

    Representation of the Meaning of Never Giving Up in the Lyrics of Super Junior's Song “Express Mode”

    Psychological pressure experienced by younger generations due to identity crises and life uncertainty has created a demand for the representation of positive values in popular culture. Express Mode, a song by Super Junior, serves as a medium that conveys the theme of perseverance and resilience. This study aims to analyze how the meaning of never giving up is constructed in the song’s lyrics using Roland Barthes’ semiotic approach. The research method is descriptive qualitative, focusing on three levels of meaning: denotative, connotative, and myth. The findings show that the lyrics construct the image of a modern hero who is progressive and determined in facing challenges. This representation is reinforced by Super Junior’s real-life experience as a group active for over two decades in the entertainment industry. The song functions as a cultural agent that conveys ideological values such as courage, optimism, and determination. In conclusion, Express Mode builds a symbolic narrative that inspires emotional strength among today’s youth.