Semiotics Analysis of Gender Roles in Television Ads in Hygiene Product

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.

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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  -