The suffering of the Palestinian people in Sanauud advertisements: A Peircean semiotic analysis

Rabbaniyah, Annisa Fitri, Surur, Misbahus ORCID: https://orcid.org/0000-0002-9370-5004 and Angraini, Lia (2026) The suffering of the Palestinian people in Sanauud advertisements: A Peircean semiotic analysis. 'Ajamiy: Jurnal Bahasa dan Sastra Arab, 15 (1). pp. 264-281. ISSN 2657-2206

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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.

Item Type:	Journal Article
Keywords:	palestinian suffering; advertisement; sanauud; peirce’s semiotics
Subjects:	20 LANGUAGE, COMMUNICATION AND CULTURE > 2001 Communication and Media Studies > 200102 Communication Technology and Digital Media Studies 20 LANGUAGE, COMMUNICATION AND CULTURE > 2002 Cultural Studies > 200206 Globalisation and Culture 20 LANGUAGE, COMMUNICATION AND CULTURE > 2003 Language Studies > 200318 Middle Eastern Languages 20 LANGUAGE, COMMUNICATION AND CULTURE > 2003 Language Studies > 200399 Language Studies not elsewhere classified
Divisions:	Faculty of Humanities > Department of Arabic Language and Letters
Depositing User:	Misbahus Surur
Date Deposited:	23 Sep 2026 13:10

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