By Jessica Odellia
16112009
BACHELOR’S DEGREE in
COMMUNICATION & PUBLIC RELATIONS
FACULTY OF BUSINESS ADIMINISTRATION & HUMANITIES
SWISS GERMAN UNIVERSITY EduTown BSD City
Tangerang 15339 Indonesia
August 2016
Revision after the Thesis Defense on July 25th 2016
Jessica Odellia STATEMENT BY THE AUTHOR
I hereby declare that this submission is my own work and to the best of my knowledge, it contains no material previously published or written by another person, nor material which to a substantial extent has been accepted for the award of any other degree or diploma at any educational institution, except where due acknowledgement is made in the thesis.
Jessica Odellia
____________________________________________
Student Date
Approved by:
Dr. phil. Deborah. N. Simorangkir
____________________________________________
Thesis Advisor Date
Eric Jos Nasution, MBA, MA, Ph. D
____________________________________________
Dean Date
Jessica Odellia ABSTRACT
GENDER ADVERTISING IN TELEVISION COMMERCIAL: A SEMIOTIC ANALYSIS OF THE 2015 RINSO ANTI NODA COMMERCIAL TITLED
“BELAJAR UNTUK BISA MAKAN SENDIRI”
By Jessica Odellia
Dr. phil. Deborah. N. Simorangkir, Advisor
SWISS GERMAN UNIVERSITY
Television advertisements are a way to market a product. In order for advertisers to efficiently reach its targeted audience they rendered down their message to a point where it is quickly understood. These summarized message contain subliminal meanings that contains the use of stereotypes. Stereotypes is oversimplifying a person’s background such as ethnicity, culture or gender into a list of specific categories.
Through the study and analysis of Rinso Anti Noda’s commercial with titled “Belajar Untuk Bisa Makan Sendiri”, this research aims to uncover and understand the gender stereotypes used in advertisements especially the portrayal of a women’s role. The analyzed Audio-visual elements of the clip which are setting, costume and make up, framing, figure behavior and sounds shows indications of gender stereotypes in the advertisement. While Barthes’s semiotic method, revealed that the role of women in the advertising are as mothers and her place is in the domestic realm.
Keywords: the media, advertising, gender, stereotypes, textual analysis, semiotic study.
Jessica Odellia
© Copyright 2014 by Jessica Odellia All rights reserved
Jessica Odellia DEDICATION
I dedicate this work to the lovely people in my life and my deceased kitten, Pippin
Jessica Odellia ACKNOWLEDGEMENTS
This research would not be possible without the constant support and connection of a strong internet. I would like to thank the people who wrote the books and scientific papers on the reference list if not for them it would be difficult to find sources. Thank you God Almighty for without his blessing of health and perseverance this research would not be finished. Thank you to the creators of Game of Thrones and Casey Neisatat for providing entertainment in-between thesis writing. Thank you to the printing service.
My special thanks to Dr. phil. Deborah. N. Simorangkir as my thesis advisor. Her guidance and knowledge helped me shaped this thesis. Thank you for the books she lends me it. Also, many thanks to Miss Agustin Diana.
The utmost gratitude is dedicated to my loved ones. Thank you to my family (my dad, my mom and brothers) for their love, patience, understanding and constant support. To Andhika Primahadi for bringing so much joy and love into my life. To all my friends that have encouraged me in throughout this thesis process.
It was a tough process finishing this thesis but as Billy Ocean would say, “When the going gets tough, the tough gets going.”
I’m glad I pushed trough.
Jessica Odellia TABLE OF CONTENTS
Page
STATEMENT BY THE AUTHOR ... 2
ABSTRACT ... 3
DEDICATION ... 5
ACKNOWLEDGEMENTS ... 6
TABLE OF CONTENTS ... 7
LIST OF FIGURES ... 9
LIST OF TABLES ... 10
CHAPTER 1 - INTRODUCTION ... 11
1.1 Background ... 11
1.1.1 Gender Stereotype ... 11
1.1.2 Ibuism and the Indonesian Women ... 12
1.1.3 Indonesian Women in Television Advertisements ... 13
1.1.4 Rinso Anti Noda ... 14
1.2 Research Problem ... 15
1.3 Research Objective ... 15
1.4 Significance of Study ... 16
1.5 Research Questions ... 16
CHAPTER 2 – LITERATURE REVIEW ... 17
2.1 Gender ... 17
2.2 Gender in the Mass Media ... 19
2.3 Gender Advertising and Gender Display ... 21
2.4 Indonesian Women ... 22
2.5 Portrayal of Indonesian Women in Advertising ... 24
2.6 Semiology ... 26
2.7 Summary ... 28
CHAPTER 3 – RESEARCH METHOD ... 30
3.1 Approach, Types and Method of Research ... 30
3.1.1 Qualitative Approach ... 31
3.1.2 Textual Analysis: Semiotic ... 32
3.2 Research Design ... 33
3.2.1 Research Object ... 34
Jessica Odellia
3.2.2 Data Gathering ... 34
3.2.3 Data Analysis ... 35
3.2.3.1 Mise-en-scéne ... 35
3.2.3.1.1 Setting ... 36
3.2.3.1.2 Costume and Make-up ... 36
3.2.3.1.3 Figure Behavior ... 38
3.2.3.1.4 Framing ... 41
3.2.3.2 Dialogue ... 42
3.3 Validity and Reliability ... 43
CHAPTER 4 – RESULTS AND DISCUSSIONS ... 45
4.1 Initial Evaluation ... 45
4.1.1 Mise-en-scéne and Dialogue ... 46
4.2 Connotation and Myth ... 54
4.3 Gender Display ... 72
4.4 Discussion ... 77
4.4.1 Gender Representation in Rinso Anti Noda’s 2015 Commercial ... 77
4.4.2 Women Portrayal in Rinso Anti Noda Commercial & the Ibuism Ideology ... 79
CHAPTER 5 – CONCLUSION AND RECOMENDATIONS ... 81
5.1 Conclusion ... 81
5.2 Recommendations ... 82
REFERENCES ... 83
APENDICES ... 96
CURRICULUM VITAE ... 104
