Roland Barthes' Semiotic Analysis of the Representation of Family Togetherness in Almarai's Ramadan Advertisements

Abstract

Using Roland Barthes's semiotic method, this research seeks to analyse the presentation of the topic of family unity in Almarai's 2021 Ramadan campaign. This descriptive qualitative research employed the triangulation of denotation, connotation, and myth to analyse verbal and visual cues. At the denotative level, this analysis found that the commercial shows a happy family breaking their fast together. The connotative level interprets this unity as an expression of love, appreciation, and hospitality. At the same time, the campaign connects Islamic principles with consumer activities and builds a concept about the perfect Muslim family at the mythological level. In the cultural setting of Ramadan, this research highlights the dual role of advertising as a promotional tool and a generator of ideology