REPRESENTASI SENSUALITAS PEREMPUAN DALAM
IKLAN AXE
(Studi semiotik representasi sensualitas perempuan dalam iklan
axe versi axe effect di televisi)
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Institusion
Universitas Pembangunan Nasional Veteran Jawa Timur
Author
DESI, ROSITA ARI
Subject
P99 Semiotics. Signs and symbols
Datestamp
2014-04-03 07:26:06
Abstract :
This research aims to determine the representation of women in commercials AXE sensuality version AXE effect which is showing ditelevisi. Where the AXE which is product advertising man more dominated by the presence of women and girls as well as a real incidence of the exploits of the patriarchal culture. The method that is used as an approach in analyzing the data of the research is the analysis of John Fiske in semiotic theory that a clasifikasi mark in terms of levels of reality, the level of representation and ideology level. Therefore researchers will interpret the meanings of which are in the ads by category are researched. The theory of information that consists of a sign as a marker approach according to Charles Sanders Pierce with regard to the objects that has a causal relationship. From the results of the research about Ad AXE explanation on television, then it can be seen a sign consisting of the category level, the level of representation of reality and ideological level in these ads are also a corpus in this research. AXE ad trying to convey a message how the effect of the use of AXE products. Effect is able to attract beautiful women and make them tempted by the 'wearer' AXE. That where women become victims of an icon or use the AXE products including women's own expressions. If related to body language / non verbal, expression displayed by women is an expression that seemed sensual and seductive because of something that exists, in this case because the use of AXE products. With the results conducted by the researchers to analyze and interpret the ad as a whole it will appear hidden meanings are shown by an advertisement.
This research aims to determine the representation of women in commercials AXE sensuality version AXE effect which is showing ditelevisi. Where the AXE which is product advertising man more dominated by the presence of women and girls as well as a real incidence of the exploits of the patriarchal culture. The method that is used as an approach in analyzing the data of the research is the analysis of John Fiske in semiotic theory that a clasifikasi mark in terms of levels of reality, the level of representation and ideology level. Therefore researchers will interpret the meanings of which are in the ads by category are researched. The theory of information that consists of a sign as a marker approach according to Charles Sanders Pierce with regard to the objects that has a causal relationship. From the results of the research about Ad AXE explanation on television, then it can be seen a sign consisting of the category level, the level of representation of reality and ideological level in these ads are also a corpus in this research. AXE ad trying to convey a message how the effect of the use of AXE products. Effect is able to attract beautiful women and make them tempted by the 'wearer' AXE. That where women become victims of an icon or use the AXE products including women's own expressions. If related to body language / non verbal, expression displayed by women is an expression that seemed sensual and seductive because of something that exists, in this case because the use of AXE products. With the results conducted by the researchers to analyze and interpret the ad as a whole it will appear hidden meanings are shown by an advertisement.
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