REPRESENTASI PERAN PEREMPUAN DALAM IKLAN : Analisis Semiotika Roland Barthes Pada Iklan Beauty Moves You di YouTube
Komnas Perempuan's Annual Record Data records that there are still many cases of violence against women, in addition to inequality in economic terms, namely regarding the salary that women receive is lower than that of men. The patriarchal understanding thinks that women must exist in the domes...
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| Format: | Book |
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2023-07-07.
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| Summary: | Komnas Perempuan's Annual Record Data records that there are still many cases of violence against women, in addition to inequality in economic terms, namely regarding the salary that women receive is lower than that of men. The patriarchal understanding thinks that women must exist in the domestic sphere, not in the public sphere. Wardah's advertisement with the theme "Beauty Moves You" which was uploaded on Wardah Beauty's YouTube Channel tells the story of inspirational women, each of whom has a different life story. This advertisement carries the theme that a beautiful woman is a woman who is progressive, productive, prioritizes the values of manners, courage and self-confidence. This study aims to reveal the representation of women in advertisements "Beauty Moves You". This study uses a qualitative approach with the Roland Barthes Semiotics analysis method. Advertising is revealed with 3 meanings, namely denotative meaning, connotative meaning, and myth. The results of the study reveal that the role of women as drivers of change is displayed through figures who are progressive, independent, care about the environment and others, can be relied upon, and have a leadership spirit. In conclusion, this advertisement reveals the meaning of denotation, connotation, and myth through 6 kinds of advertising ethics. It is hoped that this research can provide an academic contribution regarding the application of messages in soft selling advertisements, especially related to the representation of the role of women. |
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| Item Description: | http://repository.upnvj.ac.id/26369/1/ABSTRAK.pdf.pdf http://repository.upnvj.ac.id/26369/13/AWAL.pdf.pdf http://repository.upnvj.ac.id/26369/4/BAB%201.pdf.pdf http://repository.upnvj.ac.id/26369/5/BAB%202.pdf.pdf http://repository.upnvj.ac.id/26369/6/BAB%203.pdf.pdf http://repository.upnvj.ac.id/26369/7/BAB%204.pdf.pdf http://repository.upnvj.ac.id/26369/8/BAB%205.pdf.pdf http://repository.upnvj.ac.id/26369/9/DAFTAR%20PUSTAKA.pdf.pdf http://repository.upnvj.ac.id/26369/12/RIWAYAT%20HIDUP.pdf.pdf http://repository.upnvj.ac.id/26369/11/LAMPIRAN.pdf.pdf http://repository.upnvj.ac.id/26369/10/HASIL%20PLAGIARISME.pdf.pdf http://repository.upnvj.ac.id/26369/2/ARTIKEL%20KI.pdf.pdf |