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

	Text (ABSTRAK) FS. BE. 68-19 Win p abstrak.pdf Download (16kB)
	Text (DAFTAR ISI) FS. BE. 68-19 Win p daftar isi.pdf Download (16kB)
	Text (DAFTAR PUSTAKA) FS. BE. 68-19 Win p daftar pustaka.pdf Download (19kB)
	Text (FULL TEXT) FS. BE. 68-19 Win p.pdf Restricted to Registered users only until 15 November 2022. Download (697kB) | Request a copy

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.

Actions (login required)

View Item