Proceedings of the 4th International Conference on Arts and Design Education (ICADE 2021)

Semiotics Analysis of Gender Roles in Television Ads in Hygiene Product

Authors
Ine Vania Putri1, *, Nala Nandana Undiana1
1Film and Television Study Program, FPSD, Universitas Pendidikan Indonesia, Bandung, Indonesia
*Corresponding author. Email: inevaniap@gmail.com
Corresponding Author
Ine Vania Putri
Available Online 15 June 2022.
DOI
https://doi.org/10.2991/assehr.k.220601.037How to use a DOI?
Keywords
Gender; Advertisement; Semiotics
Abstract

More than just introducing products, advertising can also play a role in socializing gender roles which forms certain stereotypes. The research on the Attack Easy advertisement version of “Mother is Beautiful when Washing” and “Soklin Lantai”, which carries the theme of family, aims to learn signs that carry gender-related meanings in the advertisement. The research results are expected to extend mass communication science reference, particularly regarding gender messages through the media. This research uses Pierce’s semiotic theory which includes the mechanism of signs, objects and interpretants, and is carried out using qualitative descriptive approach. The results show that the ads contained gender bias issues and gender equality.

Copyright
© 2022 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

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Volume Title
Proceedings of the 4th International Conference on Arts and Design Education (ICADE 2021)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
15 June 2022
ISBN
978-94-6239-583-1
ISSN
2352-5398
DOI
https://doi.org/10.2991/assehr.k.220601.037How to use a DOI?
Copyright
© 2022 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

Cite this article

TY  - CONF
AU  - Ine Vania Putri
AU  - Nala Nandana Undiana
PY  - 2022
DA  - 2022/06/15
TI  - Semiotics Analysis of Gender Roles in Television Ads in Hygiene Product
BT  - Proceedings of the 4th International Conference on Arts and Design Education (ICADE 2021)
PB  - Atlantis Press
SP  - 167
EP  - 171
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220601.037
DO  - https://doi.org/10.2991/assehr.k.220601.037
ID  - Putri2022
ER  -