REPRESENTASI WANITA DALAM POSTER IKLAN PENGHARUM PAKAIAN “DOWNY”: KAJIAN SEMIOTIKA PEIRCE

Shifa Nur Zakiyah(1*), Dian Indira(2), Riza Lupi Ardiati(3), Ypsi Soeria Soemantri(4)

(1) Universitas Padjadjaran
(2) Universitas Padjadjaran
(3) Universitas Padjadjaran
(4) Universitas Padjadjaran
(*) Corresponding Author

Abstract

This research is motivated by the researcher's interest in the "Downy" clothing fragrance advertisement poster which has a variety of different themes so that they want to find out more about the meaning of the depiction on the advertisement poster. The purpose of this study is to describe the representation of women on the "Downy" branded clothing fragrance advertisement poster. This study uses a descriptive qualitative method. The data collection method used in this research is the referential method. The technique used to analyze the data is the matching technique with the informal presentation method. The data is taken from the advertisement poster for the clothing fragrance "Downy" with the theme of women with a different appearance taken from the Facebook "Downy Indonesia". The theory used in this study is the semiotic theory of Charles Sander Peirce to examine icons, indexes,  and symbols or commonly known as trichotomy theory. The results of the analysis show that the advertising poster for "Downy" clothing fragrances represents women as innocent, beautiful and feminine. Women also appear elegant, luxurious and confident with expensive fragrances. In addition, a woman when she becomes a mother will protect her family from everything, including everything that will be used by the family. Through the representation of women on each advertising poster, the product has succeeded in introducing and influencing consumers, especially women, to use “Downy” clothing fragrance.

Keywords: semiotics, Peirce, Downy advertising, representation, women.

References

Danesi, Marcel. (2004). Message, Signs, and Meanings: A Basic Textbook in Semiotics and Communication Theory, 3rd Edition. Toronto: Canadian Scholars’ Press Inc.

Djajasudarma, Fatimah. (2010). Metode Linguistik. Bandung: Refika Aditama.

Andriyanti, E., Mukminatun, S., & Sudartinah, T. (2012). Analisis Semiotik Wacana Iklan Properti Berbahasa Inggris di Surat Kabar dan Televisi Di Indonesia. Kajian Linguistik dan Sastra, 24(1), 25-38.

https://doi.org/10.23917/kls.v24i1.100

Dessiliona, T., Nur, T., & Indira, D. (2020). Representasi Kecantikan Perempuan Jerman Berdasarkan Iklan Nivea Berbahasa Jerman.

Metahumaniora, 9(2), 244. https://doi.org/10.24198/mh.v9i2.25111

Dewi, M. (2013). Representasi Pakaian Muslimah dalam Iklan (Analisis Semiotika Charles Sanders Peirce pada Iklan Kosmetik Wardah di Tabloid Nova). Profetik: Jurnal Komunikasi, 6(2), 63-82. Retrieved from http://ejournal.uin-suka.ac.id/isoshum/profetik/article/view/1171

Fuady, M. F. (2017). Pergeseran Makna Warna Pink dari Maskulinitas Menjadi Femininitas di Amerika Serikat Tahun 1940-1970. Jurnal Desain Interior, 2(2), 97. https://doi.org/10.12962/j12345678.v2i2.3546

Gramedia Pustaka Utama. (2013). Kamus Saku: Inggris-Indonesia, Indonesia-Inggris. Jakarta: Gramedia.

Hoed, Benny.H. (2011). Semiotik dan Dinamika Sosial Budaya. Jakarta: Komunitas Bambu.

Badan Pengembangan dan Pembinaan Bahasa, Kemdikbud. (2016). Kamus Besar Bahasa Indonesia Edisi V . [Daring]. Diakses dari kbbi.kemdikbud.go.id

Kriyantono, Rachmat. (2017). Teknik Praktik Riset Komunikasi. Jakarta: Kencana.

Jamil, A., Briandana, R., Marta, R. F., & Putri, Y. M. A. (2021). Representasi Perdamaian dan Harmoni: Analisis Semiotika pada Iklan YouTube. Jurnal Simbolika: Research and Learning in Communication Study, 7(2), 125–140. https://doi.org/10.31289/simbollika.v7i2.5323

Bambang, M., & Nur, E. (2013). Semiotics In Research Method of Communication (Semiotika Dalam Metode Penelitian Komunikasi). Jurnal Pekommas, 16(1), 73-82. http://dx.doi.org/10.30818/jpkm.2013.1160108

Mulyono, A., Sudardi, B., & Mugiyatna, M. (2018). Novel Guru Onyeh Sebagai Metafora Bagi Kehidupan Masyarakat Sasak. Kajian Linguistik dan Sastra, 3(1), 11-20. https://doi.org/10.23917/kls.v3i1.4927

Piliang, Yasraf Amir. (2003). Hipersemiotika, Tafsir Cultural Studies Atas Matinya Makna. Yogyakarta: Jalasutra.

Pratiwi. D.P.E. (2014). Makna Tanda Verbal dan Non-Verbal pada Iklan “Wafer Tango”. SPHOTA: Jurnal Linguistik Dan Sastra, 6(1). Retrieved from https://e-journal.unmas.ac.id/index.php/sphota/article/view/1282

Pratiwi, H. A., & Wiyanti, E. (2017). Representasi Kesetaraan Gender pada Iklan (Tinjauan Semiotika Citra Laki-Laki dalam Keluarga pada Iklan Televisi). Jurnal Desain, 4(03), 212.

https://doi.org/10.30998/jurnaldesain.v4i03.1634

Putri, A. P. (2014). Representasi Citra Perempuan dalam Iklan Shampoo Tresemme Keratin Smooth Di Majalah Femina. Dunia Komunikasi: Jurnal Ilmu Komunikasi Universitas Mulawarman. 2(2), 104–115. Retrieved from https://ejournal.ilkom.fisip-unmul.ac.id/site/?p=1338

Sobur, Alex. (2015). “Analisis Teks Media: Suatu Pengantar untuk Analisis Wacana, Analisis Semiotik dan Analisis Framing”. Bandung: Remaja Rosdakarya.

Suwitra, I. M., & Suarjana, N. (2020). Iklan Layanan Kesehatan Masyarakat (Ilkm); Kajian Semiotik. Jurnal Kajian Linguistik Dan Sastra, 5(1), 47–59. https://doi.org/10.23917/kls.v5i1.7142

Syah, N. A. (2019). Penggunaan Gaya Bahasa Penegasan pada Naskah Pidato Kenegaraan Presiden RI dalam Rangka Hari Proklamasi. Jurnal Prasasti, 4(2), 144–155.

https://jurnal.uns.ac.id/pjl/article/download/19670/24599

Article Metrics

Abstract view(s): 725 time(s)
PDF (Bahasa Indonesia): 763 time(s)

Refbacks

  • There are currently no refbacks.