KOMODIFIKASI TUBUH PEREMPUAN DALAM IKLAN TELEVISI (ANALISIS WACANA KRITIS PADA TVC SHOPEE VERSI “BLACKPINK”)

Rastini, NIM.: 15730035 (2021) KOMODIFIKASI TUBUH PEREMPUAN DALAM IKLAN TELEVISI (ANALISIS WACANA KRITIS PADA TVC SHOPEE VERSI “BLACKPINK”). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

In the world of advertising, women‟s body are often used as an attraction. The beauty of women's bodies is used as a commodity field that will gives benefits the media industry. The purpose of this study was to find out how the commodification of women's bodies created in the Blackpink version of Shopee advertisements. The researcher uses critical discourse analysis method with qualitative descriptive approach. The source of the data obtained is from the Blackpink version of the Shopee advertisement video, excerpts from Shopee's interviews with several media. In hile, the data is also from books, journals, articles and research results that were previously relevant to this research. The theory used is Vincent Moscow's media political economy. The results of this study are symbols that describe the commodification of women's bodies in advertisements, namely clothing, body gestures, facial expressions and implied messages which indicate that the beauty of a woman's body is used as a commodity and exloited. Placing women only as a sweetener in advertisements and is positioned as an object of advertising that leads to stimulation of the body so that bad taste advertising.

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