Representation of Child Intelligence: Semiotic Analysis of Roland Barthes SGM Milk Ads Explore Complinutri and Bebelac Milk

Authors

  • Dwi Ayu Setiowati Visual Communication Design, Faculty of Science and Technology, Universitas Indonesia Mandiri, Indonesia
  • Chairunisa Visual Communication Design, Faculty of Science and Technology, Universitas Indonesia Mandiri, Indonesia

Keywords:

Semiotic Analysis, Representation, Children's Intelligence

Abstract

This study aimed to determine the representation of children's intelligence in SGM Eksplor Complinutri and Bebelac milk advertisements. This research uses Roland Barthes Semiotic analysis which examines signs and how these signs work. In addition, in the Roland Barthes Semiotic analysis there are stages of analysis contained in this research are denotation, connotation, and myth. In this study, the advertisement is aimed at the audience of mothers that consuming formula milk can give the child outgoing, creative smart, confident, independent, grow tall and strong. In addition, it also makes children fully responsive, responsive to socializing, and has a sense of caring for others. From the results of research through the stages of denotation, connotation and myth analysis that the main benefits of milk must be seen from the content of macronutrients and micronutrients in it. Macronutrients can be obtained without relying on milk consumption. The content can be fulfilled from the child's daily diet that comes from natural sources.

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Published

2025-08-14

How to Cite

Setiowati, D. A., & Chairunisa. (2025). Representation of Child Intelligence: Semiotic Analysis of Roland Barthes SGM Milk Ads Explore Complinutri and Bebelac Milk. International Journal of Visual Communication and Design, 1(1), 1–16. Retrieved from https://journal.uimandiri.ac.id/index.php/ijvcd/article/view/28

Issue

Vol. 1 No. 1 (2025): August

Section

Articles

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Copyright (c) 2025 Dwi Ayu Setiowati, Chairunisa

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