Purnama, Jessica Odellia and Simorangkir, Deborah Nauli (2016) Gender Advertising In Television Commercial: A Semiotic Analysis Of The 2015 Rinso Anti Noda Commercial Titled “Belajar Untuk Bisa Makan Sendiri”. Bachelor thesis, Swiss German University.

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Abstract

Television advertisements are a way to market a product. In order for advertisers to efficiently reach its targeted audience they rendered down their message to a point where it is quickly understood. These summarized message contain subliminal meanings that contains the use of stereotypes. Stereotypes is oversimplifying a person’s background such as ethnicity, culture or gender into a list of specific categories. Through the study and analysis of Rinso Anti Noda’s commercial with titled “Belajar Untuk Bisa Makan Sendiri”, this research aims to uncover and understand the gender stereotypes used in advertisements especially the portrayal of a women’s role. The analyzed Audio-visual elements of the clip which are setting, costume and make up, framing, figure behavior and sounds shows indications of gender stereotypes in the advertisement. While Barthes’s semiotic method, revealed that the role of women in the advertising are as mothers and her place is in the domestic realm.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	The Media; Advertising; Gender; Stereotypes; Textual Analysis
Subjects:	H Social Sciences > HF Commerce > HF5801 Advertising H Social Sciences > HQ The family. Marriage. Woman > HQ1075 Gender
Divisions:	Faculty of Business Administration and Communication > Department of Communication and Public Relations
Depositing User:	Astuti Kusumaningrum
Date Deposited:	19 Oct 2020 15:04
Last Modified:	19 Oct 2020 15:04
URI:	http://repository.sgu.ac.id/id/eprint/928

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