The portrayal of women: A case study of Indonesian television’s detergent commercials = Penggambaran wanita: Sebuah studi kasus terhadap iklan detergen Indonesia

Tan, Daphne (2016) The portrayal of women: A case study of Indonesian television’s detergent commercials = Penggambaran wanita: Sebuah studi kasus terhadap iklan detergen Indonesia. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Innovation brought upon the invention of the television. As 97 percent of all Indonesians watch television every month, messages broadcasted in national television are the biggest form of mass communication available to advertisers. Advertisers therefore use this medium to advertise their products. Due to the limited time in broadcasting an advertisement, stereotyping is usually used as an energy-saving device that portrays a shared group belief. Stereotyping is convenient, but may encourage presumptuous labels to form. Specifically, this research aims to study the portrayal of women’s role in three advertisements created by three different companies: Rinso under PT Unilever, Attack under PT Kao, and Daia under PT Wings. This research uses a qualitative approach in conducting a semiotic media content analysis. Data is collected through primary and secondary sources when viewing the three advertisements, and through research on the subject from textbooks, books, journals, newspaper and magazine articles, videos, websites, and working papers. From the research, it can be concluded that Indonesian television detergent commercials represent women as figures in the home through their roles as homemakers, domestic goddesses, and loving mothers, and as roses with thorns through their roles as youth and beauty, and “Jeng”/ Inovasi telah menghadirkan komunikasi massa di mana penyebaran informasi dapat dilakukan dalam bentuk televisi. Sebanyak 97 persen masyarakat Indonesia menonton televisi setiap bulannya. Oleh karena itu, pesan-pesan yang disiarkan oleh televisi nasional merupakan bentuk terbesar dari komunikasi massa yang tersedia bagi pengiklan. Para pengiklan menggunakan media ini untuk menjual produk mereka. Mengingat singkatnya waktu penyiaran iklan, stereotip digunakan sebagai sebuah alat penghemat energi yang menggambarkan sebuah kepercayaan budaya. Metode stereotip ini mudah dipakai, namun dapat mendorong pembentukan dari perumpamaan dan label. Secara spesifik, penelitian ini bertujuan untuk mempelajari representasi dari peran perempuan dalam tiga iklan yang dibuat oleh tiga perusahaan yang berbeda: Rinso dari PT Unilever, Attack dari PT Kao, dan Daia dari PT Wings. Penelitian ini menggunakan pendekatan kualitatif dalam mengumpulkan analisa dari konten media. Pengumpulan data primer dilakukan melalui analisa ketiga iklan, sedangkan data sekunder dikumpulkan melalui pencarian terkait subjek melalui buku, jurnal, artikel koran dan majalah, dan sebagainya. Dari penelitian, dapat disimpulkan bahwa iklan deterjen Indonesia merepresentasikan perempuan sebagai figur rumah tangga dengan peran-peran sebagai ibu rumah tangga, domestic goddesses, dan ibu yang penuh kasih, dan juga sebagai mawar dengan duri dengan peran sebagai youth and beauty, dan “Jeng”.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Tan, DaphneNIM00000002923DAPHNE-TAN@HOTMAIL.COM
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorSimangunsong, Benedictus A.UNSPECIFIEDUNSPECIFIED
Uncontrolled Keywords: Advertisement; Stereotyping; Representation of Women’s Role; Semiotics
Subjects: H Social Sciences > HM Sociology > HM(1)-1281 Sociology
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Depositing User: Ms Hamardiati Saptarini
Date Deposited: 16 Oct 2018 07:53
Last Modified: 07 May 2020 13:20
URI: http://repository.uph.edu/id/eprint/1594

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