Syarafina, . (2021) REPRESENTASI PEREMPUAN DALAM IKLAN WARDAH COSMETIC “MANIFESTO” STUDI ANALISIS SEMIOTIKA CHARLES S. PIERCE. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
Cosmetic brands often use women in marketing their products, especially through advertising. With the frequent appearance of women in advertisements, of course, there are many different representations of women in each advertisement. This research discusses Wardah Cosmetic "Manifesto" TV Ads with three main characters played by women. Researchers see there's commodification of women through the representations displayed. This study aims to reveal how the representation of women in the Wardah Cosmetic "Manifesto" advertisement. This study uses a qualitative approach with the method of semiotic analysis of Charles Sanders Pierce. To reveal the representation of women, researchers are also assisted with the concept of women's representation according to Patterson, O'Malley & Story (2009), which is based on three aspects, namely gender roles, character traits, and body appearance. The results obtained in this study show that the representation of women is displayed in feminine and masculine gender positions. The representation is shown through women who are shown productive roles who have emotional, strong, self-confident, independent, and beauty and beauty traits. The researcher also found that the gender position of women displayed in the advertisement was used as a commodity to increase the selling value of the advertised product. Women are also used as commodity objects in the form of beauty and beauty to increase the selling value of the advertised products. In addition, there is a hyperreality that is displayed through the beauty and beauty of women
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No Panggil: 1710411184] [Pembimbing: Maria Febiana Christanti] [Penguji 1: Radita Gora Tayibnafis] [Penguji 2: Dian Tri Hapsari] |
| Uncontrolled Keywords: | Advertising, Women Commodification, Hyperreality, Representation, Semiotics Charles Sanders Pierce, Women |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | Syarafina - |
| Date Deposited: | 09 Feb 2022 15:41 |
| Last Modified: | 09 Feb 2022 15:41 |
| URI: | http://repository.upnvj.ac.id/id/eprint/12935 |
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