REPRESENTASI SIMBOL FEMINISME DALAM IKLAN TELEVISI : Analisis Semotika Iklan Top White Coffee Versi Raline Shah “RERPESENTATION OF FEMINISM SYMBOL IN TELEVISION ADVERTISEMENT : Semiotics Analysis of Top White Coffee Advertisement Raline Shah's Version”

Abstract

Television is considered as an easy, cheap and affortable entertainment media for everybody. Television advertising become a popular media for businessman to promote the products or services. To create the appeal of the message in the advertisement, filmmakers use women as its object. Women are represented as the others, not themselves. Feminism symbols are used by advertising filmmaker to create women as same as the social reality that have been considered appropriate, but in fact the gender bias is attached. This research is a qualitative research with descriptive writing method. By using a semiotic study of Charles Peirce, it is expected can reveal the meaning behind the feminism symbol. Observation method is not applied to collect the data. The results shows that the existence of women in advertising represented as a feminine character through make up or wardrobe, accessories and other feminism symbol used in advertising.