Revealing Women's Representations in Television Advertising (A Study of "Great Date" Version of Beng-Beng in Semiotics Perspective)


Authors : Rahma Rositha H. Mohammad; Tadjuddin Maknun; Inriati Lewa

Volume/Issue : Volume 6 - 2021, Issue 1 - January

Google Scholar : http://bitly.ws/9nMw

Scribd : https://bit.ly/3iUi8JQ

Television advertisements are still considered an audio-visual communication medium that delivers messages with high effectiveness values that generate public feedback. Therefore, television advertising must pay attention to the aspects of the advertising message conveyed to the audience. From the text version of the 'Great Date' ad, there is a tendency for women's position. Based on the results of research using Roland Barthes' semiotics, it was found that the use of markers and meanings by looking at the meaning of denotation and connotation represents the materialistic nature of women associated with these items (men's dreams, flowers, romantic music, cool cars and chocolates). In addition, the depiction of women in Beng-Beng advertisements is built as an object of marginalization agreement with a material perspective.

Keywords : Advertising; Representation; Semiotics; Great Date.

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