EKSPLOITASI TUBUH PEREMPUAN DALAM IKLAN TV Analisis Semiotika pada Iklan Biore Versi “Happy Go Lovely”

Dwi Risnawati, NIM.: 16730016 (2021) EKSPLOITASI TUBUH PEREMPUAN DALAM IKLAN TV Analisis Semiotika pada Iklan Biore Versi “Happy Go Lovely”. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Women are seen as an objects that can bring in profits, with the beauty of their bodies often used as a means to provoke attraction customers. Therefore, we often see advertisements on television that make women as main objects to allure their products. One of the example is an advertisement for soap, namely Biore, which uses women as an advertising model. Of course this is interesting to be researched because exploitation indicates toward a women body in advertising. This research has a formulation about how exploitation of the women’s bodies in advertising of Biore version Happy Go Lovely? The purpose of this research is to determine the meaning and message in the visual cues used in the advertisement Biore version Happy Go Lovely in shaping the exploitation of women's bodies. The methodologhy of this research using qualitative method with semiotic analysis by Roland Barthes. Based on analysis conducted obtained that at least 4 scenes in advertising of Biore version Happy Go Lovely proved containing exploitation of the women’s bodies in the advertisement. This is shown by the findings in the scenes, dialogues, narration, and other signs such as the background and shooting angles in all over the advertisement. In the form of body appearance, behavior and body activities, that everything gives out the answers to the truth of the exploitation of the women’s bodies in the TV commercial namely Biore version Happy Go Lovely.

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