UMM Institutional Repository


Abdi Parela, Kresna (2009) REPRESENTASI PEREMPUAN DALAM IKLAN TELEVISI(Analisis Semiotik Pada Iklan Parfum Merk Axe ). Other thesis, University of Muhammadiyah Malang.


Download (73kB) | Preview


Key Word ; Woman Representation, Semiotic, Domination Of West Culture This Research come from displaying of Perfume Advertisement Merx Axe in the one of private television satiation. According Researcher, Perfume Advertisement Merx Axe is an interesting phenomena to be researched. Because in this advertisement woman figure is more signalized than man figure and described has an active and aggressive behavior, especially meet with a man. Because that, researcher see that Perfume Axe try to create construction about a women. From these phenomena, this research has purpose to knowing a representation in the Perfume advertisement Merx Axe, and what things behind that. Because a representation is a description about object which have constructed. For knowing how woman has been representated in the perfume advertisement Merx Axe, so the researcher use method of Semiotic Analysis with map of sign theory Roland Barthes. Semiotic is a science which study how mark work and produce in life with text as one of the object. Advertisment is a one text who has group of signs and has hidden meaning and it wants to be sended by advertiser to consument. A Map Of Sign Theory Roland Barthes developed from Semiotic Theory Of Ferdinand de Saussure and has two steps interpretations, Denotations meaning. or the real meaning of a mark, and Connotations meaning which a meaning of a mark that has been interpretated based on influence from environment, or social construction and culture who has ideology and myth. From the results of analysis by using map of sign theory Roland Barthes in the two advertisement Perfume Merx Axe, founded many unsure of west culture, that can be seen in the wardrobe, property and place setting that show domination of west culture. Beside that, a woman figure has been represented as a aggressive women, petitioner, and always show part of her body in the public sphere. From these results, so it can be concluded that woman in the Perfume Advertisement Of Axe is a representation of west culture as a symbol to push in east culture.

Item Type: Thesis (Other)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Social and Political Science > Department of Communication Science (70201)
Depositing User: Anwar Jasin
Date Deposited: 22 Mar 2012 10:58
Last Modified: 22 Mar 2012 10:58

Actions (login required)

View Item View Item
UMM Official

© 2008 UMM Library. All Rights Reserved.
Jl. Raya Tlogomas No 246 Malang East Java Indonesia - Phone +62341464318 ext. 150, 151 - Fax +62341464101
E-Mail : infopus[at] - Website : - Online Catalog : - Repository :

Web Analytics

UMM Institutional Repository is powered by :
EPrints Logo