Rizka Fatchur Rahmah, Arif Ardy Wibowo
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引用次数: 0

摘要

广告作为一种具有镜像功能的大众媒介,可以反映媒介建构所形成的社会现实。反复播放的广告所塑造的性别问题会进入人们的思维。2020年,AX印尼公司为其最新产品“Dijemput Si Cantik”袖珍香水版发布了一则广告,广告中出现了一名女性在线摩托车司机搭载男性顾客的画面。与以前的广告中女性的形象不同,以前的广告中女性总是做家务。本研究旨在确定AX口袋香水版“Dijemput Si Cantik”广告中对性别平等的描述。定性方法与描述性解释相结合。所用的分析理论是罗兰·巴特的符号学分析。本研究的数据收集技术采用文献法,即从书籍、电子书、期刊、互联网官方网站的信息以及AXE口袋香水版“Dijemput Si Cantik”的视听资料、广告中收集数据。研究结果表明,AXE口袋香水广告中对性别平等的描述是不完整的。这则广告表现了性别平等,但也包含了性别偏见。关键词:广告,性别平等,再现,符号学
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Representasi Kesetaraan Gender Axe Pocket Parfume Versi ‘Dijemput Si Cantik: Kajian Semiotika Barthes
As a mass media with a mirror function, advertising can reflect social reality formed from the media’s construction. Gender issues shaped by advertisements that are aired repeatedly will enter into the mindset of the people. In 2020, AX Indonesia published an ad for its newest product, the AX Pocket Perfume version of ‘Dijemput Si Cantik,’ which shows a female online motorcycle taxi driver picking up male customers. In  contrast  to  the  representation  of  women  in  previous  advertisements,  which  always  showed  women doing household activities. This study aims to determine the depiction of gender equality in the ad for the AX Pocket Perfume version of ‘Dijemput Si Cantik.’ A qualitative approach is used with descriptive explanations. The analysis theory used is Roland Barthes’ semiotic analysis. The data collection technique in this study was to use the documentation method, namely to collect data from books, e-books, journals, and information from official sites on the internet as well as audio and visual materials, advertisements for the AXE Pocket Perfume version of ‘Dijemput Si Cantik.’ The results indicate that the depiction of gender equality in the ad for the AXE Pocket Parfume version of ‘picked up by the beauty’ is incomplete. This advertisement presents gender equality but contains gender bias.Keywords: advertisement, gender equality, representation, semiotic
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