Semiotics Analysis of Gender Roles in Television Ads in Hygiene Product
Authors
Ine Vania Putri1, *, Nala Nandana Undiana1
1Film and Television Study Program, FPSD, Universitas Pendidikan Indonesia, Bandung, Indonesia
*Corresponding author. Email: inevaniap@gmail.com
Corresponding Author
Ine Vania Putri
Available Online 15 June 2022.
- DOI
- 10.2991/assehr.k.220601.037How to use a DOI?
- Keywords
- Gender; Advertisement; Semiotics
- Abstract
More than just introducing products, advertising can also play a role in socializing gender roles which forms certain stereotypes. The research on the Attack Easy advertisement version of “Mother is Beautiful when Washing” and “Soklin Lantai”, which carries the theme of family, aims to learn signs that carry gender-related meanings in the advertisement. The research results are expected to extend mass communication science reference, particularly regarding gender messages through the media. This research uses Pierce’s semiotic theory which includes the mechanism of signs, objects and interpretants, and is carried out using qualitative descriptive approach. The results show that the ads contained gender bias issues and gender equality.
- Copyright
- © 2022 The Authors. Published by Atlantis Press SARL.
- Open Access
- This is an open access article distributed under the CC BY-NC 4.0 license.
Cite this article
TY - CONF AU - Ine Vania Putri AU - Nala Nandana Undiana PY - 2022 DA - 2022/06/15 TI - Semiotics Analysis of Gender Roles in Television Ads in Hygiene Product BT - Proceedings of the 4th International Conference on Arts and Design Education (ICADE 2021) PB - Atlantis Press SP - 167 EP - 171 SN - 2352-5398 UR - https://doi.org/10.2991/assehr.k.220601.037 DO - 10.2991/assehr.k.220601.037 ID - Putri2022 ER -