REPRESENTASI PERAN AYAH DALAM IKLAN ACER I.B.U (IA BERJUANG UNTUKMU) DI YOUTUBE (Studi Analisis Semiotika Roland Barthes)

The Acer I.B.U advertisement (It Fights For You) is an advertisement produced by IDN TV Team in collaboration with the famous Acer product that was uploaded to the YouTube channel on December 22, 2015 coinciding with Mother's Day. A mother who is the backbone of the family looks unusual because of the stereotype that is inherent if she is a feminine figure. This study aims to investigate how the role of single parents or single mothers is represented in I.B.U advertising. (It Fights For You).

The semiotics developed by Roland Barthes have three levels of mark: denotation, connotation, and myth. References to markers are known as the first mark signifying reference, the denotating reference. Connotations are commonly known as second markers. A myth is a language or a meaning that emerges as a result of the influence of social and cultural life, which makes the digestion of this myth different. The results of this study show that, I.B.U. advertisement can break the stereotype that you are a soft, feminine person, can not work out of the house and more often do homework. This advertisement depicts a strong mother and perform two roles at the same time, making a living outside the home and still can do the homework for the child.