Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
P-Index
This Author published in this journals
All Journal MEDIASI Jurnal Kajian dan Terapan Media, Bahasa, Komunikasi
Iswardani, Denik
Unknown Affiliation
Humanities Education Languange, Linguistic, Communication & Media Library & Information Science Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
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 RIA ANGGRAINI