Penggunaan Seksualitas Wanita Dalam Iklan Televisi

Herry Hermawan

Abstract


Penelitian ini mempertimbangkan Teori Objektifikasi Seksual untuk mengkaji penggambaran seksualitas perempuan dalam iklan TV. Melalui metode penelitian kualitatif, teknik analisis yang digunakan adalah analisis semiotik dan wacana. Temuan menunjukkan bahwa wanita lebih banyak muncul dalam iklan ini daripada pria, dan paparan tubuh mereka lebih banyak. Selain itu, iklan ini memiliki bidikan kamera yang terfokus pada dada dan selangkangan wanita. Temuan penting lainnya adalah mayoritas wanita tampil dengan pakaian renang atau pakaian dalam. Unsur seksualitas wanita lebih banyak dikomunikasikan melalui wajah dan bentuk tubuh. Tampilan wanita yang nyaris tanpa busana tampaknya menjadi ciri khusus dari pendekatan ini. Tema iklan Axe yaitu wanita, seperti objek, dapat dipertukarkan. Penggambaran seperti ini menyiratkan wanita dalam posisi seksual dikendalikan oleh kaum laki-laki. Temuan-temuan tersebut telah memberikan kontribusi terhadap berkembangnya Objektifikasi Seksual, khususnya dalam industri periklanan di negara-negara berkembang seperti Indonesia. Studi ini memberikan implikasi realisasi untuk pengembangan dan evaluasi strategi periklanan dan merek pemasar di masa depan.


Keywords


Objektifikasi Seksual; Iklan Televisi; Wanita

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References


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