Arifatin, Fais Wahidatul
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Gender Stereotype in Joyce Lebra’s The Scent of Sake Arifatin, Fais Wahidatul
NOTION: Journal of Linguistics, Literature, and Culture Vol 1, No 2 (2019)
Publisher : Universitas Ahmad Dahlan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12928/notion.v1i2.976


Gender stereotype should be understood as negative beliefs shared by a particular group due to over-simplification and generalization. In this study, gender stereotype is used to mean negative beliefs toward women, which is based on their sexual or gender identity instead of their personal quality and individual competence. The writer try to show that in The Scent of Sake by Joyce Lebra is considered as a novel depicting the issue of gender stereotype in Japanese family culture, especially in managing the sake business which is represented trough Rie as the main character. Hence, in this study try to answer What are gender stereotypes experienced by Rie as reflected in Joyce Lebra’s The Scent of Sake and how does Rie struggle against gender stereotype as reflected in the novel. The research design used by the writer is literary criticism; it is liberal feminism especially the theory of Mary Wollstonecraft. The results of the study show that women as represented by Rie, is stereotyped in the family’s sake business through many negative stigmas. Such stereotypes have given negative influences toward Rie in terms of marginalization in management, in educational access and women’s lack of decision making in marriage. To reduce the effects, Rie struggles against gender stereotype by performing the stereotypes. Through considerable struggles, Rie has proven that women should not be viewed as inferior to men. Rie has tried very hard to play an active role as a subject in her own family’s business of sake production.
Jurnal Ilmiah Bina Bahasa Vol 12 No 2 (2019): Jurnal Ilmiah Bina Bahasa
Publisher : Direktorat Riset dan Pengabdian kepada Masyarakat, Universitas Bina Darma

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33557/binabahasa.v12i02.597


Conceptual metaphors are noticeable in everyday life, not just in language but in thought and action. They can be found in many life aspects such as advertisements. Through advertising slogans of products, especially coffee, metaphors are used. This paper aims are to: identify and analyze both the conceptual metaphors and the creative metaphorical linguistic expressions used in coffee advertising slogans and the possible reasons why a certain source domain is chosen for coffee target domain. The findings of this paper are that conceptual metaphors are used extensively in coffee advertising slogans to arouse customers? interest. Good and creative coffee advertising slogans depend on well-chosen conceptual metaphors. This expands some new conceptual metaphors in our everyday life.Since advertising slogans contain brief and short sentences, even not in a full sentence, there could be more than one possible interpretation for each slogan. Different people may have different interpretation. No matter the understanding achieved, the advertising slogans main focus is to deliver a positive message and to promote the products.