Gender Equality in Media Television (Semiotics Analysis of Fair and Lovely Advertisement Issue of Marriage or Master Degree)

Desliana Dwita

DOI: https://doi.org/10.23917/komuniti.v10i1.5316

Abstract

In many developing countries, most of television advertisements portray a general perception of patriarchy where men take decision for women and no place for gender equality. This work describes an analysis on a courageous “Fair and Lovely” advertisement in Indonesia that conveys the message of gender equality. A semiotics analysis, qualitative–interpretative method, was used to analysis the signs related to gender equality messages in the episode about choosing between marriage and master degree. It is found that a women was pictured as someone who is confident, expressed bold opinions, like to discuss and exchange ideas, firm and straight forward in speaking, and wise in making a decision. In general, the visual signs used in the “Fair and Lovely” advertisement convey a message that women should be equal with men especially in education and careers.           

Keywords :Advertisement, Gender Equality, Semiotic Analysis Roland Barthes.

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