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Journal : MEDIASI Jurnal Kajian dan Terapan Media, Bahasa, Komunikasi

Commodification of Women with Disabilities in Pond's Ads Your Face Edition Your Strength Anggraini, Ria; Iswardani, Denik
MEDIASI Jurnal Kajian dan Terapan Media, Bahasa, Komunikasi Vol 4 No 3 (2023): September
Publisher : P3M Politeknik Negeri Media Kreatif

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46961/mediasi.v4i3.795

Abstract

The purpose of this study is to interpret the commercialization practices of women with disabilities referred to in advertising, using John Fiske's semiotic approach, namely, the meaning of representation, the meaning of reality and the meaning of ideology in advertising. The commercialization of women in this advertisement can show that femvertising (feminist advertising) does not mean that women are not objectified. Instead of empowering women, the practice of femvertising further marginalizes women in media texts. The author argues that the femvertising strategy is a strategy that is not intended as a women's empowerment by building constructive messages, but only cloaks from capitalism by packaging advertisements using certain appeals to use the product. Thus, the perception of the product leads to purchasing decisions, which ultimately benefit the product.
Co-Authors Abdul Hakim Laenggeng Adi Irawan Setiyanto Ady Erwansyah, Rio Aesthetica Islamy Afriyanti Hasanah Agushyibana, Farid Ali Ibrahim Alma'arif Amalia, Diah AMITA AUDILLA Andayani, Nur Rahmah Anjelina Anjelina Anjelina, Anjelina Ardan S, Muhammad Rey Ardan Saputra, Muhammad Rey Arif Darmawan Arniati Arniati arniati, arniati Awaliya, Qori Afifah Nur Ayu Puspitasari, Ayu Azriani, Sri Berlian Yuli Saputri Citra Dewi Damaiyanti, Siska dedi kurniawan Dedi Kurniawan Desi Ratna Sari, Desi Ratna Devano, Alrido Martha Dewi Zuniawati Dwi Febryanto Dwi Kartikasari Dwi Prasetio, Ossi Dwi Retnowati Dwi Retnowati Erwansyah, Rio Ady Farida Farida Fitria Handayani Friska Oktaviana, Friska Hasanah, Afriyanti Hendra, Joni Hendrawan, Bambang Henny Rosmawati Herdianto, Arga Fawwaz Herminaju, Ketjuk Hidayat, Shulhan Arief Hj. Musdalifah Nurdin Indah Puspita Sari, Indah Puspita Intan Munawaroh Irianto, Danar Iswardani, Denik Ivan Achmad Nurcholis Izzati, Wisnatul Ketjuk Herminaju Lanniari HS, Rizki Lasman, Lasman Lovelly Dwinda Dahen Madalina, Rina Manggar Purwacaraka Millenia Nugraha, Hermawan Septa Nariswari, Freya Salsabila Ninik Setiyowati Ninik Setiyowati Noni Widiawatie Nurmalina Nursam, Widya Nurul Puan Sari Nurullya Rachma Poppy Farasari Prasetio, Ossi Dwi Putri, Oktaviana Manda Qomarudin, Moch Hamzah Rahman, Fuad Arif Rahmawati, Diah Putri Ramdhan Witarsa Retnaningsih Retnaningsih Rianti, Restu Riri Zelmiyanti, Riri Rustanto Rahardi Sabrina, Nova Sartika, Wulan Shinta Wahyu Hati Sri Zuliarni Sugeng Riadi Syafrina, Mia Triana Maharani Utama, Doni Putra WasluRachim Safitri Wika Arsansti Putri Winanda Rizki Bagus Santosa, Winanda Rizki Bagus Yoskar Kadarisman Yudiatma, Muh. Firman Yuli Astuti , Wiwid Yulinda yulinda Ziadatul Muslimah, Khilma