Meysha Sinaga, Nadya (2024) Kesetaraan Gender dalam Iklan Kecap ABC Versi "Suami Sejati Masak" (Analisis Semiotika Julia Kristeva). S1 thesis, Universitas Sultan Ageng Tirtayasa.
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Abstract
Through the ABC Soy Sauce advertisement, the husband is reflected as a responsible, willing and respectful form in the division of household tasks, especially cooking. ABC Soy Sauce comes with voicing the concept of equality between husband and wife starting from the kitchen, becoming a differentiator from the majority of other household product advertisements. This study aims to determine the form of representation of gender equality in the ABC Soy Sauce advertisement Suami Sejati Masak, Jadilah suami sejati masak bersama kecap ABC in genotext (previous meaning) and phenotext (current meaning) through a series of advertisements, visual and audio narratives. The researcher uses Kristeva's semanalytic semiotics approach with a qualitative research method that refers to the constructivist paradigm. The results showed that the form of representation of gender equality in advertising is: (1) the concept that normalizes the domestic role for husbands; that cooking is no longer seen as the responsibility of only one gender. (2) The context of Real Husband Cook, which is a form of appreciation and recognition of the ABC brand for husbands who take an active role in the household; promoting gender equality starting from the kitchen. (3) Advertising scenes that show the depiction of active, fair and flexible husbands; husbands do cooking activities. In addition to the form of equality portrayed, there is meaning in this advertisement through visual aspects that are still based on traditional interpretations. (4) Audio narration that persuasively conveys the value of gender equality messages regarding the division of roles in the household, especially cooking, and building the overall brand image. The commercial is expected to be a show that brings positive changes to people's lives in terms of modern household equality, giving an image that the husband who cooks is a form of household harmony.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Melalui iklan Kecap ABC Suami Sejati Masak, suami dicerminkan sebagai wujud yang bertanggung jawab, bersedia dan menghormati dalam pembagian tugas rumah tangga, terutama memasak. Kecap ABC hadir dengan menyuarakan konsep setara antar suami dan istri yang dimulai dari dapur, menjadi pembeda dari mayoritas iklan produk rumah tangga lainnya. Penelitian ini bertujuan untuk mengetahui bentuk representasi kesetaraan gender pada pada iklan Kecap ABC Suami Sejati Masak, Jadilah suami sejati masak bersama kecap ABC secara Genoteks (makna terdahulu) dan Fenoteks (makna sekarang) melalui rangkaian iklan, visual dan narasi audio. Peneliti menggunakan pendekatan semiotika Semanalisis Kristeva, dengan metode penelitian kualitatif yang mengacu kepada paradigma konstruktivis. Hasil penelitian menunjukkan bahwa bentuk representasi kesetaraan gender dalam iklan yakni kepada: (1) konsep yang menormalisasikan peran domestik untuk suami; bahwa memasak tidak dilihat lagi sebagai tanggung jawab satu gender saja. (2) konteks Suami Sejati Masak, yang merupakan bentuk apresiasi dan pengakuan merek ABC terhadap suami yang mengambil peran aktif dalam rumah tangga; mempromosikan kesetaraan gender dimulai dari dapur. (3) adegan iklan yang menampilkan penggambaran suami aktif, adil dan fleksibel; suami melakukan aktifitas memasak. Selain bentuk kesetaraan yang ditampilkan, dalam iklan ini terdapat pemaknaan melalui aspek visual, yang masih berlandaskan pada pandangan interpretasi tradisional. (4) narasi audio yang secara persuasif menyampaikan nilai pesan kesetaraan gender mengenai pembagian peran dirumah tangga, terutama memasak dan membangun brand image secara keseluruhan. Iklan tersebut diharapkan menjadi suatu tayangan yang membawa perubahan positif terhadap kehidupan masyarakat terkait kesetaraan dirumah tangga secara modern, memberikan gambaran bahwa suami yang memasak adalah bentuk keharmonisan rumah tangga. | |||||||||
| Uncontrolled Keywords: | Televison Ads, Gender Equality, Kecap ABC, Semiotica. Iklan Televisi, Kesetaraan Gender, Kecap ABC, Semiotika. | |||||||||
| Subjects: | Communication > Public Relations Science | |||||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi 06-Fakultas Ilmu Sosial dan Ilmu Politik |
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| Depositing User: | Perpustakaan FISIP | |||||||||
| Date Deposited: | 16 Oct 2024 09:14 | |||||||||
| Last Modified: | 16 Oct 2024 09:14 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/43117 |
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