The Portrayal Of Male Gaze In Video Advertising Carl’s Jr Cod Fish Sandwich (2013)

Tashya Ra Winahyu (2019) The Portrayal Of Male Gaze In Video Advertising Carl’s Jr Cod Fish Sandwich (2013). Skripsi thesis, Universitas Airlangga.

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Abstract

In 2013, in American television, Carl’s Jr. aired another sexually explicit advertisement starring Nina Agdal promoting their new menu Cod Fish Sandwich.This video shows a whole lot more of nudity than the sandwich itself. The study aims to examine the male gaze that depicted throughout the video by using male gaze theory by Laura Mulvey and also gender advertisement by Erving Goffman.The qualitative method is used to reveal the portrayal of male gaze as also John Fiske’s Television Culture as an approach. The purpose of this research study is to introduce readers to male gaze theory and related research, to extend male gaze theory to our understanding of women’s substance use and/or abuse and immersed forms of sexual objectification via sexually objectifying environments, provide an overview of media major contribution on sexual objectification of women. The finding shows that the advertising has more meaning to it than just promoting the sandwich and even though feminism movements have been around for decades in the US, women are still being hypersexualized.

Item Type: Thesis (Skripsi)
Additional Information: KKB KK2.FS.BE.68/19 Win p
Uncontrolled Keywords: Patriarchy, women objectification, male gaze, young women, Carl’s Jr
Subjects: P Language and Literature
Divisions: 12. Fakultas Ilmu Budaya > Sastra Inggris
Creators:
CreatorsNIM
Tashya Ra WinahyuNIM121611223028
Contributors:
ContributionNameNIDN / NIDK
Thesis advisorDiah Ariani ArimbiNIDN0004057002
Depositing User: Ny Siti Sawanah
Date Deposited: 28 Jan 2020 02:40
Last Modified: 31 Jan 2020 05:56
URI: http://repository.unair.ac.id/id/eprint/90994
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