Lexical Analysis in Marjan Ads 2024 as a Branding Strategy in YouTube: A Semantic Study

Abstract

Developing This research explores the use of lexical semantics in the 2024 Marjan Ramadan advertisements on YouTube as part of a digital branding strategy. The study aims to examine how specific lexical elements construct symbolic and emotional meanings that enhance the brand's identity. Using a qualitative-descriptive approach, the data were collected from two official Marjan advertisement videos uploaded to YouTube. The verbal texts were transcribed and analyzed using Jackendoff’s conceptual semantics framework and Leech’s lexical meaning categories. The results reveal nine dominant lexical units containing conceptual, affective, reflective, and collocative meanings. Phrases such as "Putri Hijau memulai perjalanan" and "Berbuka dan hidupkan harapan" demonstrate the deliberate use of personification, emotional affirmation, and cultural collocation to evoke spiritual values and emotional connection with the audience. The repetition of the brand name “Marjan” at the end of the advertisement serves as a powerful brand anchor. These findings indicate that lexical elements play a critical role in shaping the narrative and symbolic message of the advertisement. Moreover, they contribute significantly to enhancing brand recall and emotional resonance in a digital context, especially during religious moments like Ramadan.