Representasi Peran Tradisional Gender Perempuan pada Iklan Televisi Indonesia

Ika Septia Asridiastuti, Pulung Setiouci Perbawani

2016 | Skripsi | Ilmu Komunikasi

ABSTRACT Indonesian’s TVC (television commercial) advertisements use the idea of local cultures so that it can be easily accepted by the audiences. One of them is patriarchal culture. As the current development and the existence of feminism, patriarchal culture that divides the roles of woman and man based on its traditional gender, where woman belongs to domestic sector and man in public sector, recently has started fading away in the society’s mind. But then, in this modern era, there are still plenty of advertisements that use woman as the main character by giving the role of traditional gender. The advertisements of household products are identic with woman in domestic sector, but the representation of woman in traditional gender was found in such genderless products as Aqua’s ads #PilihyangBaik untuk Keluarga and Vit’s ads Inspeksi Mertua edition. Using Roland Barthes’s semiotic research method and Tomagola’s research of woman and media, the researcher is going to see how the symbols used in both Vit’s ads Inspeksi Mertua edition (2015) and Aqua’s ads #PilihyangBaik untuk Keluarga (2016) represent the role of traditional gender for woman, and to understand the relationship of traditional gender roles within woman’s domestic work in representing a product. The result of this research showed evidences that both of the advertisements used gender traditional role of woman with (citra pliar dan pinggan). But then, gender equality was found in Aqua’s ads, while the culture that all this time came up in the relationship between daughter-in-law and in-laws, is attached in Vit’s ads.

Kata Kunci : Gender; Iklan Televisi - Indonesia