THE REPRESENTATION OF WOMEN IN INSTANT SEASONING ADVERTISEMENTS

Winara, Widi Astuti (2015) THE REPRESENTATION OF WOMEN IN INSTANT SEASONING ADVERTISEMENTS. Other thesis, Universitas Pendidikan Indonesia.

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Abstract

This study entitled The Representation of Women in Instant Seasoning Advertisements. This studyaims to investigate how women are represented in instant seasoning advertisements and reveal ideologies behind the representation. This study investigates the representation of women in five instant seasoning advertisements; ABC ‘SambalMasak’ advertisement “Kayak MasakanMami”, Royco ‘All in One’ advertisement “IniResepku”, Indofood ‘BumbuRacik Tempe’ advertisement “ResepKering Tempe”, Masako ‘BumbuKalduPenyedap’ advertisement “CumaUbi”, and ‘Bango ‘BumbuAyamGorengBacem’ advertisement “PetaniKetumbar”. The advertisements were downloaded randomly from www.youtube.com. This study uses a descriptive qualitative method. Women in instant seasoning advertisements were investigated through the visual elements of the advertisements as follows; actresses (physical appearance, fashion, facial expression and emotion), setting and properties, frame size, camera angle, and color saturation. This study uses order of signification’s theory by Barthes (1957), reading images’ theory by Kress and Leuween (2006), and some theories of visual elements in television advertisement. The results show that women are mostly represented as brave, feminine, motherly, cheerful, independent, calm, optimistic, and modern women. The study also concludes that there are three ideologies in instant seasoning advertisements: femininity, modernism, and recreation. Keywords: Semiotics, Representation, Women, Advertisements

Item Type: Thesis (Other)
Additional Information: No. Panggil: S_ING_WIN r-2015; Pembimbing : I. Didi Sukyadi
Uncontrolled Keywords: Semiotics, Representation, Women, Advertisements
Subjects: P Language and Literature > PE English
P Language and Literature > PN Literature (General)
Divisions: Fakultas Pendidikan Bahasa dan Seni > Jurusan Pendidikan Bahasa Inggris > Program Studi Bahasa dan Sastra Inggris (nonpendidikan)
Depositing User: Mr. Cahya Mulyana
Date Deposited: 25 Apr 2016 06:59
Last Modified: 25 Apr 2016 06:59
URI: http://repository.upi.edu/id/eprint/19991

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