ANALISIS SEMIOTIKA ROLAND BARTHES TERHADAP REPRESENTASI AMBISI DAN IDENTITAS DIRI DALAM POSTER FILM MARTY SUPREME

Abstract

This research discusses the visual semiotic analysis of the Marty Supreme movie poster using Roland Barthes' semiotic approach. Movie posters function as promotional media while also containing signs and meanings that have the potential to build meaning related to the theme, atmosphere, and messages of the film. The Marty Supreme poster features a male character sitting on top of a large ping-pong ball in the middle of a modern city, with a skyscraper backdrop and striking orange color, creating an ambitious and dense impression. This study identifies the visual elements within the poster, analyzes their denotative and connotative meanings, and reveals the myths or cultural messages constructed through the overall visual design. The results show that the character's position on top of the ball symbolizes ambition and desire, while the city backdrop reinforces the image of modern life full of competition, and the relations among visual elements show that ambition becomes the way the character builds his identity. The Marty Supreme poster serves as a visualization of curiosity and the fighting spirit of an individual amid the social pressures of modern society.