REPRESENTASI STEREOTYPE PEREMPUAN DALAM IKLAN LAYANAN MASYARAKAT “SAHABAT PEDULI ANTI KEKERASAN DALAM RUMAH TANGGA”

Deddi Duto Hartanto




Abstract


Ads in mass media very often publish images of women with their various feminine attractiveness; whether it be the soft hair, or black, shiny, and straight hair, the thin and tall body, small and pointy nose, thin lips, large chest, and silky white skin. Ads whether consciously or not, have shaped standardized perceptions where they are directed towards certain groups.


Abstract in Bahasa Indonesia:

Dalam media massa terutama iklan sering memuat ilustrasi citra perempuan dengan berbagai daya tarik feminitasnya, apakah itu rambut halus, hitam, berkilau, dan lurus, bentuk badan langsing dan tinggi, hidung yang mancung-mungil, bibir tipis, payudara menonjol, dan berkulit kuning keputih-putihan. Iklan secara sadar atau tidak telah membentuk standar pikiran akan sesuatu menuju pada suatu kelompok tertentu.

Kata kunci: perempuan dalam iklan, representasi stereotype perempuan


Keywords


woman, ads, stereotyped representation

Full Text: PDF

The Journal is published by The Institute of Research & Community Outreach - Petra Christian University. It available online supported by Directorate General of Higher Education - Ministry of National Education - Republic of Indonesia.

©All right reserved 2016.Nirmana, ISSN: 0215-0905

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