S ING 0902567 table of content

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Gerry Ryan Ramadhan, 2015

THE REPRESENTATION OF WOMEN IN YAMAHA MIO FINO ADVERTISEMENT

Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu

vi TABLE OF CONTENTS

STATEMENT OF AUTHORIZATION...i

PREFACE...ii

ACKNOWLEDGEMENT...iii

ABSTRACT...v

TABLE OF CONTENTS...vi

LIST OF TABLES...x

LIST OF FIGURES...xi

CHAPTER I INTRODUCTION...1

1.1. Background...1

1.2. Research Questions...6

1.3. Aims of the Study...6

1.4. Scope of the study...6

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ix CHAPTER II

THEORITICAL FOUNDATION...8

2.1. The Concept of Representation...8

2.2. Representation in Semiotics...9

2.3. Barthes’ orders of signification………...…...11

2.4. Representation of character / model….……..………....……...12

2.5. Advertisement……….……..………...13

2.5.1. Classifications of advertising………..………...……...14

2.5.2. Types of advertising………..…………...….………...14

2.5.3. Visual elements of advertisement………...………...15

2.5.3.1. Model...15

2.5.3.2. Setting...16

2.5.3.3. Properties...16

2.5.3.4. Product Offered...16

2.5.4. Women in advertisement……….………....21

2.6. Media...23

2.6.1. Printed media………...23

2.6.2. Influence of media……….………...23

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viii CHAPTER III

RESEARCH METHODOLOGY...26

3.1. Research Objectives...26

3.2. Research Design...27

3.3. Data Collection...28

3.4. Data anlysis...28

CHAPTER IV FINDINGS AND DISCUSSION...30

4.1. The representation of women in Yamaha Mio Fino print advertisement themed ‘fashionable matic’ version...30

4.1.1 Model………...………31

4.1.1.1 Hairstyle ………...……….32 4.1.1.2 Clothes………...………....33

4.1.1.3 Gestures………...…...35

4.1.2 Setting and Properties………...36

4.1.3 Frame Size………...38

4.1.4 Camera Angle………...39

4.1.5 Color Saturation…….………...40

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ix

4.2.1. The Similarities...41

4.2.2. The Differences...42

4.2.1 Overall acount of the representation...43

CHAPTER V CONCLUSION AND SUGGESTIONS...45

5.1. Conclusions………...45

5.2. Suggestions………...46

REFERENCE...48