MITOS SEKSUALITAS DALAM IKLAN

Nyimak (Journal of Communication)

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Field Value
 
Title MITOS SEKSUALITAS DALAM IKLAN
 
Creator Pah, Jemmy Junius
 
Description This study aimed to dismantle the myth of sexuality in print advertising LYNX version of The Cleaner You Are The dirtier You Get. The objects of this study were LYNX print ads version of The Cleaner You Are The dirtier You Get that displays only the female sexy model figure without including the male model. This study used a qualitative research methodology. The method of Roland Barthes' semiotic analysis is used to determine the meaning of the signs that exist on the stored advertisements and also the ideology behind the ad. After observing the LYNX print ads version of The Cleaner You Are The dirtier You Get, researchers found the myth of sexuality in various signifier and the signified that exist in the ad. The use of icons such as sexuality sexy female models showed their exploitation efforts both physical and non-physical by exploiting women's bodies and desires. The ideology that is hidden behind LYNX print ads version of The Cleaner You Are The dirtier You Get is the ideology of consumerism, patriarchy and capitalism. Associated with the research, the authors would like to suggest that the ad makers and manufacturers are not continuously use women's bodies as 'material' advertising, especially if the woman is only used as mere sex objects.Keyword: Myth Sexuality, LYNX Print Ad, Semiotics, Roland Barthes, Consumerism, Patriarchy, Kapitalism
 
Publisher Faculty of Social and Political Science, Universitas Muhammadiyah Tangerang
 
Contributor
 
Date 2018-08-08
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://jurnal.umt.ac.id/index.php/nyimak/article/view/723
10.31000/nyimak.v2i1.723
 
Source Nyimak (Journal of Communication); Vol 2, No 1 (2018): Nyimak Journal of communication
2580-3832
2580-3808
10.31000/nyimak.v2i1
 
Language eng
 
Relation http://jurnal.umt.ac.id/index.php/nyimak/article/view/723/501
 
Rights Copyright (c) 2018 Nyimak (Journal of Communication)
http://creativecommons.org/licenses/by-nc-sa/4.0
 

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