A Semiotic Analysis On Feminism In Nike's Campaign Video "Dream Crazier"
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Institusion
INSTITUT KOMUNIKASI DAN BISNIS LSPR
Author
Madani, Siti Zahra Cantika
Subject
HT Communities. Classes. Races
Datestamp
2024-01-09 07:12:12
Abstract :
Gender equality between men and women are frequently distinguished by the society, especially at work. In advertising, a brand is better to consist of a different content than the others to attract the audience. Same as a PR practitioner, who has a role to provide a good/ meaningful message to public. ?Dream Crazier? campaign video shows problems on whether the video was made to sell its brand by objectifying women on the video, or was proven that the video consist a truthful meaning regarding women empowerment through the analyzation of liberal feminism. Thus this research aims to identify the meaning of the denotation, connotation, and myths based on Roland Barthes semiotics analysis in the content of Nike?s recent campaign video ?Dream Crazier.? This following research is to be analyze by using five elements based on Tong theory on liberal feminism and through six unit analysis. The result of analysis towards the Nike?s campaign video ?Dream Crazier? shows that the consist of a meaningful and truthful message about women empowerment especially in the industry, which is sports, and therefore, this video does not show women as objects. Keywords: Campaign Video ?Dream Crazier?, women empowerment, women objectification in advertising, semiotic analysis
Gender equality between men and women are frequently distinguished by the society, especially at work. In advertising, a brand is better to consist of a different content than the others to attract the audience. Same as a PR practitioner, who has a role to provide a good/ meaningful message to public. ?Dream Crazier? campaign video shows problems on whether the video was made to sell its brand by objectifying women on the video, or was proven that the video consist a truthful meaning regarding women empowerment through the analyzation of liberal feminism. Thus this research aims to identify the meaning of the denotation, connotation, and myths based on Roland Barthes semiotics analysis in the content of Nike?s recent campaign video ?Dream Crazier.? This following research is to be analyze by using five elements based on Tong theory on liberal feminism and through six unit analysis. The result of analysis towards the Nike?s campaign video ?Dream Crazier? shows that the consist of a meaningful and truthful message about women empowerment especially in the industry, which is sports, and therefore, this video does not show women as objects. Keywords: Campaign Video ?Dream Crazier?, women empowerment, women objectification in advertising, semiotic analysis
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