The Suffering Of The Palestinian People In Sanauud Advertisements: A Peircean Semiotic Analysis

Abstract

Israel's occupation of Palestine continues to attract global attention to this day. Due to the enormous attention from the international community, various media outlets have also sought to highlight the suffering of the Palestinian people through various channels, including advertisements. This study aims to reveal the message of the suffering of the Palestinian people in the Sanauud advertisement (2024) through an analysis of the signs scattered throughout the advertisement. This study uses a qualitative descriptive approach with primary data in the form of a 4 minute 15 second advertisement video, as well as secondary data taken from relevant literature and documents. Data collection techniques were carried out through observation, listening, recording, and taking screenshots of important scenes. The analysis was conducted by mapping the relationship between signs, objects, and interpreters in each visual element based on Peirce's semiotic framework. The results show that the advertisement symbolically represents suffering, injustice, and resistance through 17 scenes depicting Palestinian children as victims and symbols of resistance. The advertisement not only functions as a medium of religious and cultural expression, but also as a visual means of social and political criticism in the digital realm. This study concludes that Peirce's semiotic approach is useful for revealing the hidden meanings embedded in advertisements and for highlighting international humanitarian issues, particularly regarding Palestine, at the level of visual representation.