Lestari, Vergiana, Nugraheni, Yuli and Krisdinanto, Nanang (2019) Kampanye Berujung Paradoks (Bias Gender dalam Corporate Advertising I#Lovelife Karena Aku Perempuan Indonesia). Kampanye Berujung Paradoks (Bias Gender dalam Corporate Advertising I#Lovelife Karena Aku Perempuan Indonesia), 8 (1). pp. 189-206. ISSN 2597-6699, Jurnal Nasional Terakreditasi peringkat 3
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Abstract
This study aims to see the paradox found in corporate advertising PT. Astra Aviva Life. The researcher used Charles Sanders Peirce's semiotic analysis method to examine the signs of gender bias in corporate advertising PT. Astra Aviva Life which carries the theme of emancipation.Through Charles Sanders Peirce's semiotic analysis, researchers found a paradox. On the one hand, the company invites women to implement what is called PT. Astra Life is modern emancipation. But on the other hand, the company attracted women in the problems of domestication, glass ceiling, subordination, and stereotypes again. Women are portrayed as always in the domestic territory and look weak, but does not apply to men who contradict the stereotypical nature of women. Women also look again, depicted by their physical beauty using facial makeup, but not with men who do not prioritize appearance. Corporate advertising I#LoveLife Karena Aku Perempuan Indonesia contains a mismatch of messages between company values and their brand image (Love Life), namely Respect. In the end, the content in the company's advertisements can distort the company's efforts in obtaining a brand image that invites women to implement what is called PT. Astra Life as a modern emancipation.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Gender bias, Corporate Advertising, Semiotic Analysis, Emancipation, Campaign, Paradox. |
| Subjects: | Communication Science |
| Divisions: | Journal Publication |
| Depositing User: | F.X. Hadi |
| Date Deposited: | 04 Nov 2020 03:01 |
| Last Modified: | 30 Nov 2020 05:47 |
| URI: | http://repository.ukwms.ac.id/id/eprint/23742 |
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