THE IMAGE OF WOMEN ON ADVERTISEMENT: (A Qualitative Study of Women Image in Television Station)

ISHLAH NUR FISA, (2012) THE IMAGE OF WOMEN ON ADVERTISEMENT: (A Qualitative Study of Women Image in Television Station). Bachelor thesis, IAIN Syekh Nurjati Cirebon.

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Abstract

ISHLAH NUR FISA : The Image of Women on Advertisement: (A Qualitative Study of Women Image in Television Station) The existence of women which is exploited by some media such as newspaper, magazine and television is common phenomenon. May be it will not interesting if women are absent in some media. The familiar one is in television advertising. Advertisement is one of media to introduce product, services, and program through various media. Women seem to have a strong power to color the advertisement with their beauty, charm, speech and interaction. Some advertisements put the women as the icon in which the product does represent different world of woman such as car, motor sport, drinking. It is the reason why the researcher observed the image of women on advertisement in television. The researcher does this research through some steps. Firstly, the researcher conducts some observations on television advertisement and then chooses six advertisements to get overview of advertisement. Secondly, semiotics analysis is applied to analyze in each advertisement. The researcher analyzes words as verbal data and interaction as nonverbal data. The result of semiotics analysis is to find some grammatical, figurative and enunciative component of the text existed and representation of women on advertisement in television from the words, speech and interaction. Advertisements which use women as the object such as You C 1000 starting by Leila Lopez representing women who have inner beauty. Next, Vitamin water starting by Farah Quin representing women as bussiness women. Next, WRP diet to go starting by unknown artist representing women who are beautiful and sexy women only. Then, Lux liquid soap starting by Mia Maestro representing woman who is need men’s admiration. Then, Bebelac 3 starting by unknown artist representing women who are closed with their children. And the last, Entrasol starting by unknown artist representing women who are active. From semiotics analysis, it is found that women on advertisement in television are negative and positive. Firstly, positive image one is a view that women is not in the subordinate level, women can also be independent people. Secondly, negative image one is a view that describes women based on their physical appearance only. In conclusion, women represent different images namely positive image and negative image. Based on the analysis of pictures, the majority is negative images. It is impacted to social life that women now changed because in the past women identical with limited rights.

Item Type: Thesis (Bachelor)
Subjects: Pendidikan > Pendidikan (Umum)
Depositing User: tuti alawiyah alawiyah
Date Deposited: 22 Mar 2017 01:07
Last Modified: 06 Jun 2017 05:50
URI: http://repository.syekhnurjati.ac.id/id/eprint/1198

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