Hiperrealitas Anak Selebriti dalam Iklan Moell di Instagram

Abstract

This research is entitled "Hyperreality of Celebrity Children in Moell's Advertisements on Instagram." This phenomenon emerges from the widespread practice of digital advertising for baby care products that utilize Instagram as a primary medium. These advertisements feature celebrity children as brand ambassadors to construct an ideal and clean product image while fostering emotional closeness with consumers, particularly young parents. This study aims to analyze the construction mechanisms of hyperreality in Moell's Instagram advertisements that create a pseudo-reality about baby care through the utilization of celebrity children's images. This research employs a qualitative method using Roland Barthes' semiology approach to analyze signs (denotation, connotation, myth) in Moell's advertisement posters on Instagram during the 2024–2025 period. Data were collected through observation and documentation of posts from the @moell.id Instagram account. The findings reveal that hyperreality is manifested through three main mechanisms: first, celebrity children are positioned as visual commodities, losing their autonomy; second, semiological signs operate on three levels to construct ideological meanings; third, diverse thematic strategies are employed, including health themes, the formation of harmonious family character, and image acceleration through branding. In conclusion, Moell's advertisements have created a pseudo-reality where signs replace actual reality, and society tends to believe more in the representations displayed than in the real conditions. This research contributes to the development of media sociology studies, particularly in applying Jean Baudrillard's simulacra theory to the context of contemporary digital advertising.