Integration of Local Culture in Indonesian Product Advertisements: A Roland Barthes Semiotic Analysis. This study aims to analyse the integration of local culture in Indonesian product advertisements using Roland Barthes's semiotic approach. The subjects of the study include the Djarum 76 advertisement 'Indonesia Adalah Kita' (2020 & 2022) and the Djarum 76 advertisement 'Budaya Indonesia, Dirgahayu Indonesia ke-76' (2021). The method employed is qualitative descriptive, utilising data collection techniques involving the observation of visual, verbal, symbolic and narrative elements within the advertisements. The analysis was conducted through the three stages of Barthes's semiotics: denotation, connotation and myth. The research findings indicate that local culture is presented through various symbols such as traditional games, regional dances, woven fabrics, batik, pencak silat, traditional food, the keris, woodcarving, and maritime traditions. These elements not only serve as aesthetic components but also embody values such as hard work, solidarity, tolerance, nationalism, cultural identity, and national unity. Through the use of local cultural symbols, advertisements are able to build a positive image of the product whilst strengthening Indonesia's cultural identity within society.

Integrasi Budaya Lokal dalam Iklan Produk Indonesia: Analisis Semiotika Roland Barthes. Penelitian ini bertujuan untuk menganalisis integrasi budaya lokal dalam iklan produk Indonesia dengan menggunakan pendekatan semiotika Roland Barthes. Subjek penelitian meliputi iklan Djarum 76 'Indonesia Adalah Kita' (2020 & 2022) dan iklan Djarum 76 'Budaya Indonesia, Dirgahayu Indonesia ke-76' (2021). Metode yang digunakan adalah deskriptif kualitatif dengan teknik pengumpulan data berupa observasi elemen visual, verbal, simbol, dan narasi di dalam iklan. Analisis dilakukan melalui tiga tahap semiotika Barthes: denotasi, konotasi, dan mitos. Hasil penelitian menunjukkan bahwa budaya lokal dihadirkan melalui berbagai simbol seperti permainan tradisional, tarian daerah, kain tenun, batik, pencak silat, makanan tradisional, keris, seni pahat, dan tradisi bahari. Elemen-elemen ini tidak hanya berfungsi sebagai komponen estetika tetapi juga mengejawantahkan nilai-nilai seperti kerja keras, solidaritas, toleransi, nasionalisme, identitas budaya, dan persatuan nasional. Melalui penggunaan simbol budaya lokal, iklan mampu membangun citra positif produk sekaligus memperkuat identitas budaya Indonesia di masyarakat.