Kajian Semiotika Makna Keberlanjutan dalam Iklan Katjes di Media Sosial Instagram

Abstract

Sustainability has become an increasingly prominent global issue and is widely represented in marketing communication, particularly through social media advertising. One brand that actively promotes sustainability is Katjes, a German confectionery brand positioning itself as vegan and environmentally friendly. This study aims to examine how sustainability is represented in Katjes advertisements on Instagram through visual and verbal signs. This research employs a qualitative descriptive approach using Roland Barthes’ semiotic analysis. The data consist of five Katjes advertisements posted on the official Instagram account @katjes_official, selected based on themes of veganism, animal protection, and environmentally friendly packaging. The analysis is conducted on three levels of meaning: denotation, connotation, and myth. The results show that at the denotative level, Katjes advertisements explicitly present information about vegan products, the absence of animal gelatin, and the use of 100% recycled
packaging. At the connotative level, the advertisements construct meanings of veganism as an ethical, environmentally friendly, and morally responsible consumption choice. At the myth level, Katjes represents sustainability as part of a positive and ideal modern lifestyle. This study concludes that Katjes advertisements function not only as product promotion media but also as a medium for constructing ideological meanings of sustainable consumption, in line with the Sustainable Development Goals(SDGs), particularly SDGs 12 (Responsible Consumption and Production).

Keywords: Representation, Sustainability, Advertising, Roland Barthes’ Semiotics