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All Journal KEMBARA Kiryoku: Jurnal Studi Kejepangan
Sulatri, Ni Luh Putu Ari
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Languange, Linguistic, Communication & Media

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Discourse Dimension Analysis of the SK-II #Changedestiny Series Beauty Product Advertisement Wedayanti, Ni Putu Luhur; Sulatri, Ni Luh Putu Ari
KEMBARA: Jurnal Keilmuan Bahasa, Sastra, dan Pengajarannya Vol. 9 No. 2 (2023): October
Publisher : Universitas Muhammadiyah Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22219/kembara.v9i2.26193

Abstract

SK-II as an exclusive cosmetic brand from P&G company tries to use social issues about woman’s marginalization as their topics in the commercial theme #changedestiny. This study aims to analyze the advertiser’s real intentions in the text of the SK-II #changedestiny commercial by implementing the three dimensions of critical discourse analysis by Fairclough. The data is collected from the official SK-II and SK-II Indonesia channels on YouTube since they provide qualitative audiovisual data that can be widely accessed and contains creative values. This research uses qualitative analysis methods, by describing the analysis starting from the discussion of the linguistic aspect as a text analysis that finds the repetition of the keyword “change destiny” and the insertion of the word skin in the phrase, becoming “change skin's destiny”. This article found that the #change destiny campaign showed an insistent interest by inserting the word “skin” between the phrase “change destiny”.  Although the campaign seems to support the empowerment of women, it also has the main motive to promote its cosmetics which they claim could prevent skin aging. Video ads tend to display implicit recommendations for using their products. The SK-II Change Destiny series advertisement raises social issues that harm women, in the form of video testimonials with a storyline starting from the difficulties faced by women in self-actualization, and ending with success in changing destiny. It is concluded that by showing partiality to women as target consumers, SK-II presents itself as a brand that cares about more than just their consumers’ skin problems, but also the reality that occurs in society, to promote a basis for consumers’ loyalty.
Ujaran Seksisme Yoshiro Mori: Persoalan Stereotip Gender Pada Olimpiade Tokyo Sulatri, Ni Luh Putu Ari
KIRYOKU Vol 5, No 2 (2021): Jurnal Kiryoku
Publisher : Vocational College of Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/kiryoku.v5i2.265-271

Abstract

The head of the Tokyo Olympics, Yoshiro Mori, was criticized for making sexist remarks. He gave opinion about the Japanese Olympic Committee's goal of increasing the number of female board directors from 20% to more than 40%, Mori stated that it would affect the length of the meeting because women talking too much. Mori's sexist remarks show that patriarchy and gender equality are still a problem in Japan.  This paper examines Yoshiro Mori’s sexist remarks through a feminist approach. Data culled from newspaper reports about Mori's sexist remarks. This research is qualitative research with an interactive analysis method.  The results of the study show that Mori's sexist remarks are gender stereotypes that are concluded by essentialism. These gender stereotypes limit the role of women in the public sphere. Collective action needs to be promoted to confront sexism in society and build gender awareness.
Ageisme: Narasi Ubasute dalam Film Plan 75 Sulatri, Ni Luh Putu Ari; Purnawati, Ketut Widya; Damayanti, Silvia
KIRYOKU Vol 7, No 2 (2023): Kiryoku: Jurnal Studi Kejepangan
Publisher : Vocational College of Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/kiryoku.v7i2.180-190

Abstract

The story of Ubasute is an allegory presented in fiction regarding the neglect of the elderly in Japanese society. A modern variation of this story is shown in the film Plan 75, which focuses on a euthanasia program for seniors aged 75 to reduce the country's economic burden. This article examines the Ubasute narrative presented in the film Plan 75 from ageism perspective. Research data collection was carried out using the listening and note-taking methods. The descriptive analysis method is used at the data analysis stage. The results of data analysis are presented using descriptive methods. The results of the study show that the Ubasute narrative in the film Plan 75 is presented as follows: 1) Elderly people feel confused about their position in society; 2) The elderly feel embarrassed because they are a burden on their family and society; and 3) The elderly need the support of the younger generation. The Ubasute narrative shown in Plan 75 can be a medium to combat ageism, towards the elderly. The Plan 75 makes us rethink the position of the elderly in society. The elderly are not "things" whose value decreases when their productivity decreases.
Co-Authors Ketut Widya Purnawati Ni Putu Luhur Wedayanti Silvia Damayanti