Representasi Eksploitasi Perempuan dalam Iklan
DOI:
https://doi.org/10.24002/jik.v9i2.171Abstract
Abstract: Exploitation representation is how meaning is produced, exchanged, represented and exploited for the benefit of users. Exploitation of women means utilizing all the things that are attached to women, both images and signs attached to them. Exploitation of women represented in the advertisement as part of the appeal of sales message. In the version of Berrygood advertisement “Bikin Good Mood†is the ad that represents subliminal exploitation of women. This article discusses how the basic structure of the narrative in the advertisement, represent the exploitation of women through feminist Marxist perspective. The method of analysis used is Greimassian semiotic analysis using two stages.
Abstrak: Representasi eksploitasi adalah bagaimana makna diproduksi, dipertukarkan, diwakilkan dan dimanfaatkan demi kepentingan pengguna. Eksploitasi pada perempuan berarti pemanfaatkan segala hal yang melekat pada perempuan, baik citra maupun tanda yang melekat kepadanya. Eksploitasi perempuan direpresentasikan dalam iklan sebagai bagian dari daya tarik pesan penjualan. Iklan Berrygood versi â€Bikin Good Mood†adalah iklan yang merepresentasikan eksploitasi perempuan secara subliminal. Artikel ini mendiskusikan bagaimana struktur dasar narasi dalam iklan tersebut merepresentasikan eksploitasi perempuan melalui sudut pandang Feminis Marxis. Metode analisis yang digunakan adalah analisis semiotika Greimassian dengan menggunakan dua tahap.
Downloads
Published
How to Cite
Issue
Section
License
Jurnal ILMU KOMUNIKASI is an academic journal. As such, it is dedicated to the open exchange of information. For this reason, JIK is freely available to individuals and institutions. Authors who publish in Jurnal ILMU KOMUNIKASI will release their articles under the Creative Commons Attribution (BY) License. This license allows anyone to copy and redistribute the article in any medium or format as well as remix, transform, and build upon the material for any purpose, even commercially as long as they credit the authors for the original creation. For details of the rights authors grants users of their work, see the "human-readable summary" of the license, with a link to the full license. (Note that "you" refers to a user, not an author, in the summary)
This work is licensed under a Creative Commons Attribution 4.0 International License.