REPRESENTASI BIAS GENDER DALAM IKLAN (Analisis Semiotika Rolland Barthes pada Iklan Kecap Bango Kemasan Seribu di Televisi)

Galih Kharisma Mega, NIM. 16730077 (2021) REPRESENTASI BIAS GENDER DALAM IKLAN (Analisis Semiotika Rolland Barthes pada Iklan Kecap Bango Kemasan Seribu di Televisi). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

An adverstisment aims to create value or imagery by a product. Unfortunately in attemp to it, advertisements often display gender bias especially towards woman. This gender bias is the use of women as advertising objects and for depiction that woman is the second sex who always be inferior to men. The same thing is also found in Bango “Kemasan Seribu” advertisement which showing of gender inequality which creates gender bias through the representation of women as housewives with many roles and responsibilities to care for her children and her husbands. This study aims to determine the representation of gender bias in Kecap “Bango Kemasan Seribu” advertisement. This study was qualitative and used Stuart Hall's representation theory. The data obtained by the researcher through observation and documentation of the advertising scene and afterwards analayzed by researcher using Rolland Barthes's semiotic method to found signs and classified them into denotation, connotation and myth. The results of this research found how the gender bias was represented in the Bango “Kemasan Seribu” advertisement.

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