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REPRESENTASI PERAN GENDER DALAM IKLAN (ANALISIS SEMIOTIKA CHARLES SANDERS PEIRCE PADA IKLAN KECAP ABC VERSI BANTU SUAMI SEJATI HARGAI ISTRI)

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Advertising influences a person's perspective on gender functions and roles that have traditionally been distinguished by masculinity and femininity. Among the many advertisements that present a representation of gender equality in the domestic sphere is the ABC Soy Sauce Advertisement entitled 'ABC Soy Sauce Helps Real Husbands Appreciate Wives'. The purpose of the study was to determine the representation of gender roles between men and women in the ABC Soy Sauce Ad to Help Real Husbands Appreciate Wives. This research uses a descriptive qualitative approach with semiotic analysis techniques of Charles Sanders Pierce's model consisting of Sign, Object, Interpretant. Social Role Theory is used as the main theory and the Bem Sex Role Inventory (BSRI) indicator is used to determine the gender personality of the character in advertising. The results of the analysis show that there is an exchange of gender roles (gender swapping) between Mom and Dad figures in advertisements without changing traditional gender identities in accordance with gender realities in Indonesia regarding male masculinity and female femininity. Representation in advertisements seeks to abort stereotypes that domesticate women's roles, while emphasizing that both domestic roles and public roles are something that is not tied to any gender (genderless) because it is a job that can be done by both men and women. Keywords : Representation, Gender Roles, Semiotics, ABC Soy Sauce Ads.

Availability
Inventory Code Barcode Call Number Location Status
2307000407T88213T882132022Central Library (Referens)Available but not for loan - Not for Loan
Detail Information
Series Title
-
Call Number
T882132022
Publisher
Indralaya : Jurusan Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Sriwijaya.,
Collation
xiii, 91 hlm.; Ilus.; 29 cm
Language
Indonesia
ISBN/ISSN
-
Classification
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Content Type
-
Media Type
-
Carrier Type
-
Edition
-
Subject(s)
Jurusan Ilmu Komunikasi
Media Komunikasi, Media Massa, Iklan
Specific Detail Info
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Statement of Responsibility
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