KESETARAAN GENDER DALAM KELUARGA DENGAN PERSPEKTIF ISLAM ( ANALISIS SEMIOTIKA PADA IKLAN KECAP ABC VERSI SUPER BUNDA )

Amanda Mutoharoh, NIM.: 17107030129 (2022) KESETARAAN GENDER DALAM KELUARGA DENGAN PERSPEKTIF ISLAM ( ANALISIS SEMIOTIKA PADA IKLAN KECAP ABC VERSI SUPER BUNDA ). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Advertising as a medium for disseminating information also displays a specific ideological message packaged implicitly. Advertising can also shape self-concept to consumers through visuals, symbols, narratives that are deliberate to market a product. Marginalization of women in advertising is often occurring. Likewise with men who always display the side of masculinity that men must be strong, not whiny, not touch the domestic. To that end, the ABC Soy sauce ad Super Bunda version was deliberately created to break the stigma of gender bias in the ad, on the ABC soy sauce ad featuring gender equality in the family. Indonesia's population is dominated by Islam. Islamic values and culture will influence the formation of perceptions about gender equality. This research aims to determine gender equality in families on the ABC soy sauce ad "Versi Super Bunda" This research is qualitative and uses an Islamic perspective by DR. Nasaruddin Umar. The data obtained by researchers through observation and shot in advertising were then analyzed using Rolland Barthes's semiotic method to bring up the sign and clarify it to denotation, connotation, and myth. The results of this study found how gender equality in families has featured in the ABC soy sauce ad "Versi Super Bunda" and the relevance of gender equality in families with an Islamic perspective.

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