Kuasa Patriarki dan Mitos Budaya Pada Desain Poster Film Yuni

Abstract

. A poster is one of the promotional media used by filmmakers to promote their upcoming film work. There are image and text elements on a poster, which consist of titles, subtitles, credit titles, and other symbols. Yuni's film poster, shown in theaters, won the selected poster design category at the 10th Piala Maya event held in 2021. This study aims to examine the meaning of the message displayed by Yuni's film poster through color choices, typography, photos, and layout balance. This research is a qualitative descriptive study using Charles Sanders Peirce's semiotic approach, referring to the triangle theory of meaning. Researchers analyzed the relationship between the sign, object, and interpretant. This study explains that a film poster is used to attract attention and provide instructions to potential audiences about the film's story. In Yuni's film poster, researchers find clues about the main character, shackled to patriarchal power and traditional cultural myths about Indonesian women.