电视上的阳光和亲爱的洗涤剂广告中的性别分析

Tirta Kencana, Nursapia Harahap
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引用次数: 0

摘要

性别是社会建构的结果,是在社会中建立、理解和维护的。它产生于社会对每个人的性别角色、行为和身份的认识。性别角色、行为和身份的划分也可能源于对社会范式的误解。本研究旨在分析阳光和沙洋洗涤剂电视广告中的性别角色。研究采用定性方法,侧重于观察和理解社会现象。这种方法包括详细的描述性方法,以描述与研究对象相关的各个方面。本研究的数据收集工具和技术采用文献研究法。数据分析技术利用费迪南德-德-索绪尔的符号学理论来寻找符号和被符号。研究结果表明,"阳光 "广告将男性和女性描绘成相互支持的关系,不再严格遵守社会规范所构建的性别角色。与此同时,"Sayang "洗涤剂广告强化了性别角色,尤其是女性的性别角色,将洗衣描绘成女性的任务。广告语 "Karena Ibu Perlu Dikasih Sayang "和主要的粉红色都强化了这一点。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Analisis Gender dalam Iklan Sunlight dan Deterjen Sayang di Televisi
Gender is the result of a social construct that is built, understood, and upheld within society. It arises from society's perceptions of the roles, behaviors, and identities of each individual's gender. The division of gender roles, behaviors, and identities can also stem from misunderstandings of societal paradigms. This study aims to analyze the role of gender in Sunlight and Sayang detergent advertisements on television. The research utilizes a qualitative method focusing on observation and understanding of social phenomena. This method includes detailed descriptive approaches to depict all aspects related to the research subject. Data collection instruments and techniques in this study employ documentary studies. Data analysis techniques utilize Ferdinand de Saussure's semiotics theory to search for signifier and signified. The results of this study indicate that the Sunlight advertisement portrays men and women as mutually supportive, no longer strictly adhering to gender roles constructed by social norms. Meanwhile, the Sayang detergent advertisement reinforces gender roles, particularly for women, depicting laundry as a woman's task. This is reinforced by its slogan, "Karena Ibu Perlu Dikasih Sayang," and the predominant pink color.
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