CITRA PEREMPUAN DALAM IKLAN ( Analisis Semiotika Roland Barthes Iklan Shopee11.11 Big Sale )

This research aims to explore the image of women in Shopee 11.11 Big Sale advertisements based on Roland Barthes' Semiotics theory. The ads often feature female store figures as models, as they have their own attractiveness in the ad display, resulting in diverse images of women and potentially leading to the exploitation of women as sexual objects based on stereotypes or judgments solely based on perceptions of where that group of people can be categorized. This study employs a qualitative descriptive approach with analysis using Roland Barthes' semiotics theory by examining the codes, signs, or meanings within the Shopee 11.11 Big Sale advertisements. The findings of this research, based on the analysis conducted, reveal that the image of women in Shopee Big Sale ads portrays women as needing to appear captivating, slim, with straight and long hair, wearing fashionable and trendy clothing, always smiling (friendly), and consistently displaying confidence. This portrayal aims to shape a more proportional view of women in the future.