STEREOTIPE PEREMPUAN DALAM IKLAN DI TELEVISI (Analisis Semiotik Iklan Neo Hormoviton versi “makan malam”, Hand andBody Marina versi “festival film hitam dan putih” dan Sabun Mandi Lux versi“play with beauty“)
| Main Author: | Hari Widyastanto, Prambudy |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2007
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| Subjects: | |
| Online Access: |
http://eprints.umm.ac.id/6801/1/STEREOTIPE_PEREMPUAN_DALAM_IKLAN_DI_TELEVISI.pdf http://eprints.umm.ac.id/6801/ |
Daftar Isi:
- Television media industry in the world today are often used as a means of promotion and communication to the public, to give effect and fishing pattern of domestic consumption of certain products. In its development, approaches Psychological began to be applied in advertising activities so as to arouse public interest and emotion to seek satisfaction by consuming goods. The image of women in television advertising often only used as material exploitation without regard to ethics or the presence of women in society itself. Gender is basically the division of roles and responsibilities both women and men, who are culturally and socially determined. Gender indeed closely related to the process of confidence how it should be women and men, expected to think and act in accordance with social and cultural conditions in which they are located. Stereotyping of women into discourse in the design of television advertising, placing it in the context of stereotypes central television. Women should look beautiful physically and stay young if want to succeed, able to take care of all household and family members, as well as objects seksual.Halhal this is seen in television advertisements, as called social reconstruction, that the ads only reconstruct what was in surroundings, and what the social reality in the community. Semiotics is a science that studies the meaning of the sign. Science assumes that phenomenon of social / community and culture that are signs For describes a system of signs, Roland Barthes gives the example of, roses, in western cultures the rose is a mark of romance and love are passionate. Here can be identified elemenelemennya, namely signifiernya is a rose and signifiednya is romantic and passionate love, which then the presentation of the creation of signs (sign) is a rose. This research method uses Roland Barthes's semiotic analysis model as seen from the meaning of denotation and connotation, and interpreted with the meaning relevant to what is in the working table analysis. Scope This research is advertising Neo Hormoviton version «dinner», Hand and Body Marina lotion version of «black and white film festivals» and bath soap Lux version «Play with beauty». The collecting data of this study by recording The third ad through the hard drive then back up into the CDR Mpeg format. This study data analysis techniques to interpret the meaning The third text in the ad that refers to the semiotic analysis of Roland Barthes with describes strukturstrukturnya the marker and the markers are in meaning sign uses two stages. The first phase markers and marker denotative and stage both markers and marker connotative. Results of analysis concludes that the meaning of stereotypes of women Neo advertisements displayed, in build Hormoviton version «dinner», Hand and Body Marina version of «black and white film festivals» Bath and Soap Lux version «play with beauty »in terms of semiotic analysis can be described as follows: 1. The woman was supposed to be beautiful, stereotypes that women must be beautiful in this ad has been reduced to more simple and understood by only white. Though pretty understanding not only limited to physical beauty only, while initially people looked outward beauty but eventually also will touch the inner beauty. Women during this indeed become an easy target for advertisers, because women are the managers family so it was thought when it comes to beauty she would be more selfish. So the desire to look beautiful taken one side for white skin, whereas in reality, not forever man dark skin is not pretty. 2. Women are used as sexual exploitation, women are also often used as the exploitation sex, such as energy drinks neo hormoviton ad, which even in dikreasi ad appearance different but essentially the same. Sexuality in initially often considered a private matter because people consider it taboo to be discussed openly. Precisely because of this taboo issues rather than the more obvious sexuality, but instead increasingly hidden by various interest in it. 3. Women must be clean, clean stereotype that women should be represented by ad Lux. Iconic message is encoded in the lux ad is a visual connotation derived from the arrangement of the elements visual in the ad.