ANALISIS SEMIOTIKA IKLAN JUDITH WILLIAMSON: REPRESENTASI PEREMPUAN PADA IKLAN SUTRA TISU PLUS

Abstract

This study seeks to explain and find out the meanings and messages contained in Tisu Plus poster advertisements in Indonesia, explore to understand how visual and verbal elements work to attract the attention of the target audience from Sutra Tisu Plus advertisements. Semiotic analysis of Judith Williamson's advertisements (1978) in several concepts theoretically such as product as signified (product as a sign, concept or meaning), product as signifier (product as a signifier, form), product as a generator (product as a generator) and product as currency (product as an exchange rate). helps to explain that this Tisu Plus conveys the meaning that women can also be assertive regarding sex and sexuality which can be seen from the red color and the model of clothing used by the characters in this advertisement (product as signifier). Silk Tissue Plus advertisements also reinforce current emotional emotional capacities such as challenging/tempting men to try these tissues and women to be themselves (as generators). and following the meaning of the popularity of previously well-known female figures (as signified). by using this tissue, it means that a woman is brave/assertive about sex and sexuality (as currency). This Tissue Plus ad shows that the duration of getting hotorexual partner happiness in sexual intercourse is an exchange offered to get sexual partner happiness.