REPRESENTASI PERAN GENDER DALAM IKLAN (ANALISIS SEMIOTIKA CHARLES SANDERS PEIRCE PADA IKLAN KECAP ABC VERSI BANTU SUAMI SEJATI HARGAI ISTRI)

MONICA, TIARA REPI and Mahriani, Retna and Rahmawati, Annisa (2023) REPRESENTASI PERAN GENDER DALAM IKLAN (ANALISIS SEMIOTIKA CHARLES SANDERS PEIRCE PADA IKLAN KECAP ABC VERSI BANTU SUAMI SEJATI HARGAI ISTRI). Undergraduate thesis, Sriwijaya University.

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Abstract

Advertising influences a person's perspective on gender functions and roles that have traditionally been distinguished by masculinity and femininity. Among the many advertisements that present a representation of gender equality in the domestic sphere is the ABC Soy Sauce Advertisement entitled 'ABC Soy Sauce Helps Real Husbands Appreciate Wives'. The purpose of the study was to determine the representation of gender roles between men and women in the ABC Soy Sauce Ad to Help Real Husbands Appreciate Wives. This research uses a descriptive qualitative approach with semiotic analysis techniques of Charles Sanders Pierce's model consisting of Sign, Object, Interpretant. Social Role Theory is used as the main theory and the Bem Sex Role Inventory (BSRI) indicator is used to determine the gender personality of the character in advertising. The results of the analysis show that there is an exchange of gender roles (gender swapping) between Mom and Dad figures in advertisements without changing traditional gender identities in accordance with gender realities in Indonesia regarding male masculinity and female femininity. Representation in advertisements seeks to abort stereotypes that domesticate women's roles, while emphasizing that both domestic roles and public roles are something that is not tied to any gender (genderless) because it is a job that can be done by both men and women. Keywords : Representation, Gender Roles, Semiotics, ABC Soy Sauce Ads.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Representasi, Peran Gender, Semiotika, Iklan Kecap ABC
Subjects:	H Social Sciences > HQ The family. Marriage. Woman > HQ1075-1075.5 Sex role
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Tiara Repi Monica
Date Deposited:	31 Jan 2023 02:47
Last Modified:	31 Jan 2023 02:47
URI:	http://repository.unsri.ac.id/id/eprint/88213

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