文章基本信息

标题：Stereotip Gender dan Dominasi Kapitalis dalam Iklan Televisi Suatu Analisis Wacana Kritis terhadap Iklan Televisi Citra Korporasi Gudang Garam di Bulan Ramadan
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作者：Endang Setiowati, M.Si ; Bhernadetta Pravita Wahyuningtyas ,
期刊名称：Humaniora
印刷版ISSN：2087-1236
出版年度：2013
卷号：4
期号：1
出版社：Bina Nusantara University
摘要：Advertising has many purposes including the formation of consciousness, creating the image of theproduct or brand, forming positive associations and encouraging consumer behavior. Basically, the purpose ofadvertising is to achieve economic hegemony of the producers of goods or service advertised. Ads areincreasingly being used for the benefit of the capitalists. Corporate advertising researchers usually discuss theeffects of advertising on the form of company image only. But this research is not going to reveal about theimage of a company that advertised, but about the creator ideology behind the creation of a corporateAdvertising. The corporate Ads examined in this study is a series of Gudang Garam corporate advertisementwhich consists of two ads that aired on television every Ramadan. The research method used is French criticaldiscourse analysis and analytical method of Sara Mill. This study uses substantive theoretical framework such ashegemony, ideology, patriarchy, and Marxist feminism and the discourse analysis theory from Michael Foucaultand semiotic theory of Roland Barthes. The results of this study showed that the ideology of the ad creatorwhich is very patriarchal makes the text of the Gudang Garam corporate ads aired on all television stationsevery Ramadan, was laden with the existence of gender stereotypes
关键词：marxist feminism; patriarchal ideology; gender stereotype; capitalist domination