Analysis Of Narrative Strategy And The Use Of Family Emotion In Marjan Syrup Ad Storytelling During Ramadan As An Effort To Build Emotional Brand Attachment
Abstract
Competition for food and beverage products is very tight, especially during the month of Ramadan. Storytelling has become a crucial strategy for creating brand differentiation. Marjan Syrup advertisements consistently use strong, cinematic narratives, which are different from other seasonal ads, by emphasizing the values of togetherness and family. This research aims to: (1) Analyze the narrative structure and strategy used in the Marjan Ramadan ad. (2)Identify how the representation of family emotion is constructed in the narrative. (3) Analyze the role of this storytelling strategy in building Emotional Brand Attachment (EBA), which is measured through the dimensions of Affection, Connection, and Passion (Thomson et al., 2005). This study uses a Descriptive Qualitative approach with the Narrative Semiotic Analysis method (Roland Barthes / Vladimir Propp) applied to the Marjan Syrup Ramadan edition advertisement. The object of analysis covers denotative elements (visual, plot, characters) and connotative/myth elements (the meaning of family, warmth). Predictively, the research results show that Marjan's narrative strategy, which packages folklore or fiction with a resolution that always culminates in the moment of breaking the fast together, successfully links the brand deeply with the social myth of family warmth during Ramadan. This emotional attachment (EBA) is formed through narrative resonance that creates feelings of nostalgia (Affection), makes Marjan a symbol of tradition (Connection), and triggers annual anticipation (Passion). Storytelling based on cultural narratives and family emotion is an effective marketing communication strategy to move beyond brand awareness and achieve a strong level of brand attachment, making Marjan a top of mind and cultural icon of Ramadan.
Keywords: Storytelling, Narrative Strategy, Ramadan Ad, Family Emotion, Emotional Brand Attachment (EBA), Marjan Syrup.
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HUMANIS (Humanities, Management and Science Proceedings) is a national peer reviewed and open access journal that publishes significant and important research from all area of agroindustry.
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