{"title":"麦当劳单亲父亲形象的再现:还是我的小女孩广告","authors":"Cindy Fransisca Santoso","doi":"10.9744/katakita.10.3.444-449","DOIUrl":null,"url":null,"abstract":"Many advertisements employ gender stereotypes to attract people nowadays. If advertisers continue to employ and display a specific gender in their advertisements, it might lead to gender bias. Through verbal and visual expressions in McDonald's: Still My Little Girl advertisement, this study seeks to discover a depiction of a single father, and he can replace the mother's role in the family. The writer uses semiotic theory and a qualitative approach to analyze the data. The findings indicate that a father who is portrayed as the main character can replace the role of a mother in performing household tasks and dealing with his daughter's sensitive situations.","PeriodicalId":359834,"journal":{"name":"K@ta Kita","volume":"22 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2022-12-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"REPRESENTATION OF SINGLE FATHER IMAGE IN MCDONALD’S: STILL MY LITTLE GIRL ADVERTISEMENT\",\"authors\":\"Cindy Fransisca Santoso\",\"doi\":\"10.9744/katakita.10.3.444-449\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Many advertisements employ gender stereotypes to attract people nowadays. If advertisers continue to employ and display a specific gender in their advertisements, it might lead to gender bias. Through verbal and visual expressions in McDonald's: Still My Little Girl advertisement, this study seeks to discover a depiction of a single father, and he can replace the mother's role in the family. The writer uses semiotic theory and a qualitative approach to analyze the data. The findings indicate that a father who is portrayed as the main character can replace the role of a mother in performing household tasks and dealing with his daughter's sensitive situations.\",\"PeriodicalId\":359834,\"journal\":{\"name\":\"K@ta Kita\",\"volume\":\"22 1\",\"pages\":\"0\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2022-12-20\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"K@ta Kita\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.9744/katakita.10.3.444-449\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"K@ta Kita","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.9744/katakita.10.3.444-449","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 0
摘要
如今，许多广告利用性别刻板印象来吸引人们。如果广告商继续在广告中使用和展示特定的性别，可能会导致性别偏见。本研究试图通过McDonald's: Still My Little Girl广告中的语言和视觉表达，发现一个单亲父亲的形象，他可以代替母亲在家庭中的角色。作者运用符号学理论和定性方法对数据进行分析。研究结果表明，被描绘成主角的父亲可以取代母亲在家务和处理女儿敏感情况方面的角色。
REPRESENTATION OF SINGLE FATHER IMAGE IN MCDONALD’S: STILL MY LITTLE GIRL ADVERTISEMENT
Many advertisements employ gender stereotypes to attract people nowadays. If advertisers continue to employ and display a specific gender in their advertisements, it might lead to gender bias. Through verbal and visual expressions in McDonald's: Still My Little Girl advertisement, this study seeks to discover a depiction of a single father, and he can replace the mother's role in the family. The writer uses semiotic theory and a qualitative approach to analyze the data. The findings indicate that a father who is portrayed as the main character can replace the role of a mother in performing household tasks and dealing with his daughter's sensitive situations.
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