Proceedings of the International Conference on Media and Communication Studies (ICOMACS 2018)

The Representation of Women Sensuality in Fiesta Condoms Ads “Safety Airlines” Version on Television

Authors
Lisa Fitriana, Urip Mulyadi
Corresponding Author
Lisa Fitriana
Available Online October 2018.
DOI
https://doi.org/10.2991/icomacs-18.2018.34How to use a DOI?
Keywords
advertising; gender; sensuality
Abstract
Advertising in Indonesia many are wearing system sign with figure women who tend to sensuality. Phenomena aesthetics in advertisement put forward exploitation pull power body and sensuality for strengthen sell power from a product as advertisement Condom Fiesta version of Safety Airlines. Advertising manipulation the obscure relation social, class, and gender with identification formed from consumption not productions. Then, deep advertisement Condoms Fiesta Safety Airlines version that specially for man but is displayed with women group who accentuate their sexy body. This research uses Ronald Barthes semiotic analysis which has purpose to represent the meaning of advertisement. The correlation with Condoms Fiesta Safety Airlines version advertisement is many symbols and sign appear in that advertisement. For the meaning itself, researcher using two step signification of Barthes which seen from appear sign (manifest content) and hidden sign (latent content). Researcher also uses sensuality as focus to represent Condoms Fiesta Safety Airlines version advertisement in this research. This research shows the scene clothing sexy, motion scene erotic and there is an expression scene happiness (satisfaction). Message in this advertisement use sensuality women as pull power from body language for consumers interesting. This research too impact for flight attendant women who will looked at as object sex and always wear clothing sexy.
Open Access
This is an open access article distributed under the CC BY-NC license.

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Proceedings
International Conference on Media and Communication Studies (ICOMACS 2018)
Part of series
Advances in Social Science, Education and Humanities Research
Publication Date
October 2018
ISBN
978-94-6252-553-5
ISSN
2352-5398
DOI
https://doi.org/10.2991/icomacs-18.2018.34How to use a DOI?
Open Access
This is an open access article distributed under the CC BY-NC license.

Cite this article

TY  - CONF
AU  - Lisa Fitriana
AU  - Urip Mulyadi
PY  - 2018/10
DA  - 2018/10
TI  - The Representation of Women Sensuality in Fiesta Condoms Ads “Safety Airlines” Version on Television
BT  - International Conference on Media and Communication Studies (ICOMACS 2018)
PB  - Atlantis Press
SN  - 2352-5398
UR  - https://doi.org/10.2991/icomacs-18.2018.34
DO  - https://doi.org/10.2991/icomacs-18.2018.34
ID  - Fitriana2018/10
ER  -