文章基本信息

标题：Women Aesthetics in Pundi Bank Advertisement from Cultural Studies Perspective
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作者：Anak Agung Gde Bagus Udayana
期刊名称：Mudra: Jurnal Seni Budaya
印刷版ISSN：0854-3461
电子版ISSN：2541-0407
出版年度：2018
卷号：33
期号：3
页码：314-320
DOI：10.31091/mudra.v33i3.518
语种：English
出版社：Institut Seni Indonesia Denpasar
摘要：Women aesthetics that are visualized in the billboard advertisement of Pundi Bank is a strategic activity to persuade consumer or society. This is intended to see the picture of female aesthetics and its significance in contemporary society through the billboard advertisement of Pundi Bank by identifying the signs contained. The method that is used in this study is semiotics. Semiotics is essentially a qualitative interpretative (interpretation) method that focuses on sign and text as a study object as well as on how researchers interpret and understand the code (decoding) of the sign and the text. This study gives the aesthetic female image presented in the ad message it appears to be of the election of the visual communication element,It’s like photographic illustration,text,and color. The elements are arranged in such a harmony with the use of asymmetrical balance,making it look more attractive with a protrusion on the photographic illustration. The meaning that is delivered by Pundi Bank from this advertisement is a reflection of women’s lifestyle reality in contemporary society. Furthermore,this advertisement is formed by many icons in which it can be interpreted as a symbol of contemporary woman. Besides that,Pundi Bank advertisement also has a construction of social reality which can be seen as denotative and connotative meaning.
其他摘要：Estetika perempuan yang divisuliasasikan dalam iklan billboard bank Pundi merupakan kegiatan yang strategis untuk mampu mempersuasif masyarakat konsumen. Tujuannya agar gambaran tentang estetika perempuan dan makna perempuan dalam masyarakat kontemporer y
关键词：billboard advertisement;women aesthetics;contemporary icons
其他关键词：iklan billboard;estetika perempuan;ikon-ikon kontemporer