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All Journal Seminar Nasional Ilmu Terapan
Wibowo, Samitha Ayuriescha
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Civil Engineering, Building, Construction & Architecture Computer Science & IT Economics, Econometrics & Finance Electrical & Electronics Engineering Languange, Linguistic, Communication & Media

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A SEMIOTIC APPROACH ON GENDER STEREOTYPING ON BEAUTY PRODUCT ADVERTISEMENT Wibowo, Samitha Ayuriescha; Fadilah, Eka; Linuwih, Endar Rachmawaty
Seminar Nasional Ilmu Terapan Vol 7 No 1 (2023): Seminar Nasional Ilmu Terapan (SNITER) 2023
Publisher : Universitas Widya Kartika Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61293/sniter.v7i1.605

Abstract

The purpose of this research is to find out the signs that are depicted in the beauty product advertisements and to find out what are the meanings of the signs that are related to gender stereotypes, by using semiotics theory by Charles S. Peirce. Descriptive qualitative method is also used in this research by analyzing MS Glow x Ayu Dewi – Rahasia Tampil Menarik Wanita hebat and MS Glow x Keanu – Cakep itu Nasib, Good Looking itu Pilihan. In addition, the researcher determined the icon, index, and symbols from those two advertisements as the data. The findings indicate that there are 3 icons, 3 indexes, and 3 symbols that represent women as housewife and women who multitask, 1 icon, 1 index, and 1 symbol that represent woman as a career woman, 1 icon, 1 index, 1 symbol that represents man who was acting tough, and 2 icon, 2 index, and 2 symbols that represent man who has occupational role as celebrity.
Co-Authors Fadilah, Eka Linuwih, Endar Rachmawaty