Representasi Laki-Laki dan Perempuan dalam Iklan Tehicha

Abstract

Tehicha will be one of the newcomers in the packaged tea beverage product industry in Indonesia in 2020. Tehicha as a packaged tea product requires advertising as a part of a promotion. Tehicha, as a packaged tea product, needs to communicate its product to the public so that it can be widely known. Tehicha uses national television as a promotional medium and to compete with similar products that previously circulated in the Indonesian market. However, on the other hand, advertising is a product of the popular culture that is political. Advertising is an instrument for shaping culture, including representing the dominant values of men and women. Advertisement as text is related to the sign and the model's representation in it. This study aims to describe the representation of men and women in Tehicha advertisements. This study uses Roland Barthes' Semiological analysis as an analytical tool. This research also uses the Representation theory from Stuart Hall as an academic foothold. The findings of this study indicate that the ideal man is represented as an active individual, energetic leader, brave, accessible, and in the public sphere. However, not all men are represented ideally in Tehicha advertisements. Meanwhile, women are represented individually in domestic roles and seducers. This study also found a tendency to construct female sensuality that places women as sexual objects. This study suggests that Tehicha packaged tea products pay attention to gender equality in constructing messages through advertising.