A COMPARATIVE STUDY OF THE CONCEPT OF RELIGIOUS TOLERANCE IN INDONESIAN COMMERCIAL ADVERTISEMENTS USING CHARLES SANDERS PEIRCE'S SEMIOTIC ANALYSIS

https://doi.org/10.32488/harmoni.v24i1.851

Authors

  • Abi Senoprabowo Universitas Dian Nuswantoro
  • Noor Hasyim Universitas Dian Nuswantoro
  • Ali Muqoddas Universitas Dian Nuswantoro
  • Eszter Tari University of Pécs, Pécs, Hungaria

Keywords:

commercial advertising, semiotics, tolerance

Abstract

This study examines the representation of religious tolerance in Indonesian commercial advertisements using Peirce’s semiotic analysis. In a multicultural and multi-religious society such as Indonesia, tolerance is essential for sustaining social harmony and preventing conflict. Advertisements, as cultural texts, function not only as marketing instruments but also as media that reflect and shape social values. The research focuses on three advertisements: BNI’s Ini Waktunya Toleransi, Bukalapak’s Bu Linda, and Matahari’s Perbedaan Bukan Halangan untuk Saling Menjaga. Employing a descriptive qualitative method, the analysis identifies signs, objects, and interpretants in these advertisements to uncover the underlying messages of tolerance. The findings indicate that the BNI advertisement comprehensively conveys the three principles of tolerance: mutual recognition, mutual assistance and cooperation. The Bukalapak advertisement highlights only two aspects, mutual aid and collaboration, while the Matahari advertisement successfully represents all three. These results suggest that even within the time constraints of short advertising formats, complex social values can be communicated effectively when messages are carefully conceptualized. This study contributes to the discourse on media and multiculturalism in Indonesia by demonstrating the role of commercial advertising in promoting religious tolerance. It also underscores the value of semiotic analysis for uncovering deeper meanings embedded in visual and narrative structures, reaffirming advertisements as cultural artifacts that carry significance beyond their economic purpose.

 

Abstrak

Penelitian ini mengkaji bagaimana toleransi beragama direpresentasikan dalam iklan komersial Indonesia dengan menerapkan analisis semiotika Charles Sanders Peirce. Dalam masyarakat multikultural dan multi-religius seperti Indonesia, toleransi merupakan elemen penting dalam menjaga keharmonisan sosial dan mencegah konflik. Iklan, sebagai teks budaya, tidak hanya berfungsi sebagai alat pemasaran tetapi juga sebagai media yang merefleksikan dan membentuk nilai-nilai sosial. Penelitian ini berfokus pada tiga iklan: iklan BNI "Ini Waktunya Toleransi", iklan Indosat "Ini Lada", dan iklan Matahari "Perbedaan Bukan Halangan untuk Saling Menjaga". Dengan menggunakan metode kualitatif deskriptif, penelitian ini menganalisis tanda, objek, dan interpretan yang muncul dalam iklan-iklan tersebut untuk mengungkap pesan-pesan toleransi yang mendasarinya. Hasil temuan menunjukkan bahwa iklan BNI secara komprehensif merepresentasikan tiga prinsip toleransi: saling pengakuan, saling keberadaan, dan kerja sama. Iklan Indosat hanya menekankan dua aspek—saling membantu dan kolaborasi—sementara iklan Matahari berhasil menggambarkan ketiganya. Hasil ini menyoroti bahwa, bahkan dalam batasan waktu format iklan yang singkat, adalah mungkin untuk secara efektif mengkomunikasikan nilai-nilai sosial yang kompleks ketika pesan-pesan disusun dengan baik. Studi ini memberikan kontribusi pada wacana yang lebih luas tentang media dan multikulturalisme di Indonesia dengan menunjukkan bagaimana iklan komersial dapat berperan dalam mempromosikan toleransi beragama. Lebih lanjut, penelitian ini menunjukkan potensi analisis semiotika untuk mengungkap makna-makna yang lebih dalam yang tertanam dalam struktur visual dan naratif iklan, memperkuat signifikansinya sebagai artefak budaya di luar tujuan ekonominya.

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Published

30-06-2025

How to Cite

Senoprabowo, A., Hasyim, N., Muqoddas, A., & Tari, E. (2025). A COMPARATIVE STUDY OF THE CONCEPT OF RELIGIOUS TOLERANCE IN INDONESIAN COMMERCIAL ADVERTISEMENTS USING CHARLES SANDERS PEIRCE’S SEMIOTIC ANALYSIS. Harmoni, 24(1), 21–52. https://doi.org/10.32488/harmoni.v24i1.851