THE WOMEN REPRESENTATION IN DETERGENT PRODUCT PACKAGING DESIGNS : Visual Analysis of Detergent Product Packaging Design

Aryani, Dinda (2012) THE WOMEN REPRESENTATION IN DETERGENT PRODUCT PACKAGING DESIGNS : Visual Analysis of Detergent Product Packaging Design. S1 thesis, Universitas Pendidikan Indonesia.

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Official URL: http://perpustakaan.upi.edu.

Abstract

Over time, gender representation in discourse such as media becomes an issue of human’s live, for it often portrays gender stereotypes, in which the image of men and women are represented to be different. Therefore, the present study entitled The Women Representation in Detergent Product Packaging Designs aims to investigate how women are represented in detergent product packaging designs. The present study also aims to reveal the hidden ideology behind its representations. The data used to analyze are four selected packages of detergent product of PT. Kao, namely Attack Softener, Attack Clean-Maximizer, Attack Color and Attack Easy. Doing the study, Social Semiotics theory on Reading Image: the Grammar of Visual Design proposed by Kress and van Leeuwen (2006) is an appropriate approach to support analysis of the data. The model is supported by three metafunctions of Halliday’s Systemic Functional Linguistics (SFL) in terms of visual grammar. Following the model, the present study aims to investigate how women are represented in visual images regarding representational and interactive meaning analyses. Meanwhile, Barthes’ framework of signification order is applied to reveal the ideology behind its representations by investigating denotative and connotative meaning. In representational meaning analysis, the present study analyzes narrative structure regarding participants, actions processes and circumstances and conceptual structure regarding symbolical and analytical processes to be identified. In interactive meaning analysis, the present study focuses on analyzing contact, camera distance and camera angle. The results of the study show that the women representation in the visual images of detergent product packaging designs is seen through actions and attributes of the women illustrated. The results demonstrate that the women are mostly represented as feminine, tender, motherhood, mature, independent, warm, loving, caring, beautiful, attractive, friendly and happy. While, the ideology is conveyed through several ways including media codes such as fashion codes, color codes and non-verbal codes. After analyzing the data, to conclude that the ideology of femininity is strong shown.

Item Type: Skripsi Tesis Atau Disertasi (S1)
Additional Information: Nomor Panggil: SING ARY t-2013
Uncontrolled Keywords: diskursus, desain visual, linguistik, semiotika, Packaging, Visual Design, Gender, Gender Stereotype, Gender Representation, Discourse, Ideology, Systemic Functional Linguistics, Social Semiotics, Reading Images
Subjects: H Social Sciences > HE Transportation and Communications
L Education > L Education (General)
P Language and Literature > P Philology. Linguistics
Divisions: Fakultas Pendidikan Bahasa dan Seni > Jurusan Pendidikan Bahasa Inggris > Program Studi Bahasa dan Sastra Inggris (nonpendidikan)
Depositing User: Staf Koordinator 2
Date Deposited: 24 Jun 2014 04:05
Last Modified: 24 Jun 2014 06:40
URI: http://repository.upi.edu/id/eprint/8694

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