EKO BUDIAWAN, 121012160 (2016) THE REPRESENTATION OF WOMAN IN 3 –ALWAYS ON ADVERTISEMENT BEBAS KINI SEMAKIN NYATA (WOMAN VERSION). Skripsi thesis, UNIVERSITAS AIRLANGGA.
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Abstract
3 AON advertisement is the first broadcast in national television containing a controversy in society about the issue of gender that seems affecting the audiences about the stereotype attached to women. According to KPI, this advertisement is breaking the broadcasting rules in Indonesia. The regulations on the norms of decency are constrained. Therefore, this research analyzed the representation of women in Indonesian advertisement, 3 always on (3 AON) (woman version). This research aims to show how Indonesian local advertisement constructs the representation of Indonesian women. By using the advertisement theory of Judith Williamson, this study focused on the gender display on 3 AON advertisement. Moreover, the researcher used the concept of gender advertisement by Erving Goffman to analyze the data. The Results of the research showed that the woman in 3 AON advertisement is represented through ritual subordination, withdrawal and feminine touch poses. Those poses show how the woman in the advertisement is represented as a domesticated, disciplined and subordinated object. In conclusion, the woman is represented as an object with fake freedom offered by the advertisement since the advertisement is influenced by patriarchal atmosphere that still exists in Indonesia.
| Item Type: | Thesis (Skripsi) | ||||||
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| Additional Information: | KKB KK-2 FS.BE.14/16 Bud r | ||||||
| Uncontrolled Keywords: | Advertisement, Always on (AON), Dehumanization, Domestification, Gender, Stereotype | ||||||
| Subjects: | P Language and Literature > P Philology. Linguistics > P87-96 Communication. Mass media | ||||||
| Divisions: | 12. Fakultas Ilmu Budaya > Sastra Inggris | ||||||
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| Depositing User: | Guruh Haris Raputra, S.Sos., M.M. '- | ||||||
| Date Deposited: | 22 Apr 2016 05:17 | ||||||
| Last Modified: | 22 Apr 2016 05:17 | ||||||
| URI: | http://repository.unair.ac.id/id/eprint/29759 | ||||||
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