Zuhdi Ahmadi Rafiatma (2020) The Portrayals Of Women In Heineken Light Beach (30s) Advertisement: A Semiotic Analysis. Skripsi thesis, UNIVERSITAS AIRLANGGA.

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Abstract

Black and white women's blatant objectification has a long history across the west. Nevertheless, few scholars have examined whether such stereotypes also indirectly exist, and whether black women are interpersonally sexually impartial. This study describing the depictions of three level social codes as a semiotic analysis in the Heineken advertisement on the issue of female objectification and Black women sexualization. The data used is the Heineken Light ad Beach (30s), published in the Multi Bintang website, uses qualitative methods based on the semiotics theory by John Fiske (2001) reality, representation, and ideology. The data is interpreted using female objectification by Fredrickson & Roberts theory (1997) and Black women sexualization by Charlery Helene (2001). The results in the level of reality code, a White woman portrayed as passive objectification, while the Black women are being active objectifications and dehumanization. The ideology found that Black women in paradigm or doctrine about female racism and sexual issue.

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