Andari., Dara Gading. and Tantri Refa Indhiarti., S.S., M.A. (2021) A Study of Gender Role In Gillette We Believe - The Best Men Can Be (2019): A Multimodal Discourse Analysis. Sarjana thesis, Universitas Brawijaya.
Abstract
Salah satu tujuan penggunaan bahasa adalah untuk menyampaikan pesan melalui serangkaian iklan yang dirancang untuk konteks dan tujuan tertentu. Sebuah iklan bertujuan untuk membujuk orang untuk membeli atau menggunakan produk atau jasa, juga untuk berpartisipasi dalam gerakan atau protes terhadap sesuatu. Oleh karena itu, untuk mencapai tujuan melalui periklanan, penting untuk memperhatikan multimodalitas. Pasalnya, dalam iklan tersebut mungkin terdapat unsur peran gender yang juga tidak jarang kita temukan saat ini. Penelitian ini mencoba untuk: (1) Apa saja mode yang digunakan dalam Gillette: We Believe - The Best Men Can Be Short Film Advertisement? (2) Apa peran gender pria dan wanita yang digambarkan dalam Gillette: We Believe - The Best Men Can Be Short Film Advertisment? Penelitian ini merupakan peneilitian kualitatif deksriptif karena data penelitian ini berbentuk gambar, video serta pergerakan yang terjadi dalam video, dan narasi yang diujarkan dalam iklan tersebut. Peneliti menggunakan teori Multimodal Duscourse Analysis dari Kress dan van Leeuwen (2001) dengan bantuan dari teori payung SFL milik Halliday (2014) yang nantinya akan dianalisis tiga metafungsi dari data yang telah dikumpulkan oleh peneliti. Hasil penelitian ini menemukan bahwa ada 44 sistem semiotika visual yang digunakan dalam iklan Gillette yang berupa tindakan dan gestur dengan masing-masing 21 dan 23 data. Selain itu, peneliti juga menemukan ada 26 data dari sistem semiotika verbal, yaitu naratif. Ke-70 data tersebut membantu iklan Gillette dalam menampilkan ilustrasi peran gender, dimana peneliti menemukan bahwa Gillette masih berlaku pada peran gender tradisional sehingga laki-laki tampil lebih kuat atau superior. Peran gender digunakan oleh Gillette untuk membujuk pemirsa agar ikut serta dalam kampanye #TheBestMenCanBe mereka agar pemirsa dapat berpartisipasi dalam menyumbangkan $ 1 juta setiap tahun ke sebuah yayasan yang berfokus membantu pria dari segala usia untuk menjadi yang terbaik saat mereka
English Abstract
One of the goals of using language is to convey a message through a series of advertisements designed for a specific context and purpose. An advertisement aims to persuade people to buy or use a product or service, also to participate in a movement or protest against something. Therefore, to get the goal through advertising, it is significant to pay attention to multimodality. It is because the advertisement may include gender role element which is also common to find nowadays. This research attempts to answer: (1) What are the modes used in Gillette: We Believe - The Best Men Can Be Short Film Ads? (2) What are the gender roles of men and women depicted in Gillette: We Believe - The Best Men Can Be Short Film Commercial? This research is descriptive qualitative research because the data of this study are in the form of images, videos and movements that occurred in the ad, and the narrative uttered in the advertisement. The researcher used the Multimodal Discourse Analysis theory from Kress and van Leeuwen (2013) with the help of Halliday's (2013) SFL umbrella theory, which later analysed three metafunctions from the data collected by the researcher. The results of this study found that there were 44 visual modes used in Gillette advertisements which were actions and gestures with 21 and 23 data respectively. In addition, the researcher also found that there were 26 data from the verbal modes, namely narrative. All of the 70 data helps Gillette's ad in displaying an illustration of gender roles, which researchers found that Gillette still applies traditional gender roles so that men appear stronger or superior. The gender role is used by Gillette to persuade viewers to take part in their #TheBestMenCanBe campaign that viewers can participate in donating $ 1 million annually to a foundation that focuses on helping men of all ages to be their best.
Other obstract
One of the goals of using language is to convey a message through a series of advertisements designed for a specific context and purpose. An advertisement aims to persuade people to buy or use a product or service, also to participate in a movement or protest against something. Therefore, to get the goal through advertising, it is significant to pay attention to multimodality. It is because the advertisement may include gender role element which is also common to find nowadays. This research attempts to answer: (1) What are the modes used in Gillette: We Believe - The Best Men Can Be Short Film Ads? (2) What are the gender roles of men and women depicted in Gillette: We Believe - The Best Men Can Be Short Film Commercial? This research is descriptive qualitative research because the data of this study are in the form of images, videos and movements that occurred in the ad, and the narrative uttered in the advertisement. The researcher used the Multimodal Discourse Analysis theory from Kress and van Leeuwen (2013) with the help of Halliday's (2013) SFL umbrella theory, which later analysed three metafunctions from the data collected by the researcher. The results of this study found that there were 44 visual modes used in Gillette advertisements which were actions and gestures with 21 and 23 data respectively. In addition, the researcher also found that there were 26 data from the verbal modes, namely narrative. All of the 70 data helps Gillette's ad in displaying an illustration of gender roles, which researchers found that Gillette still applies traditional gender roles so that men appear stronger or superior. The gender role is used by Gillette to persuade viewers to take part in their #TheBestMenCanBe campaign that viewers can participate in donating $ 1 million annually to a foundation that focuses on helping men of all ages to be their best.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0521120040 |
| Uncontrolled Keywords: | Keywords: MMDA, Gender Role, Modes, Gillette |
| Subjects: | 400 Language > 420 English and Old English (Anglo-Saxon) |
| Divisions: | Fakultas Ilmu Budaya > Bahasa dan Sastra Inggris |
| Depositing User: | yulia Chasanah |
| Date Deposited: | 12 Jan 2022 04:33 |
| Last Modified: | 03 Oct 2024 06:23 |
| URI: | http://repository.ub.ac.id/id/eprint/188226 |
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