Article Per Year (5 Year)
p-Index From 2021 - 2026
0
P-Index
This Author published in this journals
All Journal Jurnal Online Mahasiswa (JOM) Bidang Ilmu Sosial dan Ilmu Politik Humaniora Jurnal Vokasi Indonesia
Setiowati, Endang
Unknown Affiliation
Humanities Economics, Econometrics & Finance Education Health Professions Social Sciences Other

Published : 6 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search
Journal : Humaniora

 1 
Stereotip Gender dan Dominasi Kapitalis dalam Iklan Televisi suatu Analisis Wacana Kritis Terhadap Iklan Televisi Citra Korporasi Gudang Garam di Bulan Ramadhan Wahyuningtyas, Bhernadetta Pravita; Setiowati, Endang
Humaniora Vol 4, No 1 (2013): Humaniora
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/humaniora.v4i1.3440

Abstract

Advertising has many purposes including the formation of consciousness, creating the image of the product or brand, forming positive associations and encouraging consumer behavior. Basically, the purpose of advertising is to achieve economic hegemony of the producers of goods or service advertised. Ads are increasingly being used for the benefit of the capitalists. Corporate advertising researchers usually discuss the effects of advertising on the form of company image only. But this research is not going to reveal about the image of a company that advertised, but about the creator ideology behind the creation of a corporate Advertising. The corporate Ads examined in this study is a series of Gudang Garam corporate advertisement which consists of two ads that aired on television every Ramadan. The research method used is French critical discourse analysis and analytical method of Sara Mill. This study uses substantive theoretical framework such as hegemony, ideology, patriarchy, and Marxist feminism and the discourse analysis theory from Michael Foucault and semiotic theory of Roland Barthes. The results of this  study showed that the ideology of the ad creator which is very patriarchal makes the text of the Gudang Garam corporate ads aired on all television stations every Ramadan, was laden with the existence of gender stereotypes. 
Co-Authors Baskoro Wicaksono, Baskoro Bhernadetta Pravita Wahyuningtyas Devi Rahmawati, Devi Lusia, Amelita Pranita, Diaz Priyanto Priyanto setiawati, rahmi SRI RAHAYU Suciati, Pijar