Proceedings of the International Conference on Language Phenomena in Multimodal Communication (KLUA 2018)

Gender Representation and Cultural Value: The Comparison of Japanese and Indonesian Kit Kat Green Tea TV Commercials

Authors
Tia Saraswati
Corresponding Author
Tia Saraswati
Available Online July 2018.
DOI
https://doi.org/10.2991/klua-18.2018.34How to use a DOI?
Keywords
gender, gender representation, Kit Kat Green Tea commercial, Sara Mills’s discourse analysis
Abstract

Commercial functions not only to promote a product from the sales aspect, but also to image a product. Commercial even also depicts the gender representation. This study employs two objects, that is the TV commercial of Kit Kat Green Tea Otona (Japan) and Kit Kat Green Tea (Indonesia) since the purpose of this study is to reveal the gender representation and the cultural values that appear in both commercials. The method of the study is the descriptive qualitative with the approach of discourse analysis by Sara Mills. The findings are the TV commercial of Kit Kat Green Tea Otona depicts the dominance of patriarchal culture through the female actress, that when she feels disappointed, she will get help from a co-worker who is a man and she does not solve her own problem herself. She even enjoys the preferential treatment (being given Kit Kat Green Tea) from the man. On the other hand, Indonesian Kit Kat Green Tea commercial does not present female actress at all and even can be said to show male dominance. The male actor solves his own problem by eating Kit Kat available on his table and he can overcome his fear toward his boss. Moreover, the cultural values depicted in both commercials are Japanese cultural values such as bending over (ojigi), geisha, cherry blossom (sakura), and Japanese traditional instrument shamisen.

Copyright
© 2018, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the International Conference on Language Phenomena in Multimodal Communication (KLUA 2018)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
July 2018
ISBN
978-94-6252-547-4
ISSN
2352-5398
DOI
https://doi.org/10.2991/klua-18.2018.34How to use a DOI?
Copyright
© 2018, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

TY  - CONF
AU  - Tia Saraswati
PY  - 2018/07
DA  - 2018/07
TI  - Gender Representation and Cultural Value: The Comparison of Japanese and Indonesian Kit Kat Green Tea TV Commercials
BT  - Proceedings of the International Conference on Language Phenomena in Multimodal Communication (KLUA 2018)
PB  - Atlantis Press
SP  - 234
EP  - 243
SN  - 2352-5398
UR  - https://doi.org/10.2991/klua-18.2018.34
DO  - https://doi.org/10.2991/klua-18.2018.34
ID  - Saraswati2018/07
ER  -