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All Journal Jurnal Pendidikan Vokasi Journal of Education and Learning (EduLearn) Eralingua : Jurnal Pendidikan Bahasa Asing dan Sastra JLA (Jurnal Lingua Applicata) Jurnal Gama Societa BRIGHT
Wahyu Kartika Wienanda
Universitas Gadjah Mada
Arts Humanities Education Languange, Linguistic, Communication & Media Library & Information Science Social Sciences Other

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Journal : JLA%20(Jurnal%20Lingua%20Applicata)

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Women’s Image as Presented in Vitamin Drink’s Commercials: Semiotics Analysis on YOU C-1000 and Hemaviton C1000 Amanah Risaningtyas; Wahyu Kartika Wienanda
JLA (Jurnal Lingua Applicata) Vol 5, No 1 (2021)
Publisher : Universitas Gadjah Mada

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22146/jla.71420

Abstract

Several studies have identified women's image in beverage advertisements, but there has been not much research into the women’s image presented in vitamin drink commercials along with their slogans. This study focuses on an analysis of verbal and non-verbal signs of 2 vitamin drink commercials, namely YOU C1000 and Hemaviton C1000, from YouTube. Qualitative content analysis based on Peirce’s (1940) semiotics theory was used to analyse the verbal and non-verbal signs presented in the commercials, while the image of women proposed by Hung & Li (2006) was used to identify women’s image in the commercials. The findings suggest that in general, the commercials have tried to break the common traditional stereotypes of women’s image, even though some parts were still a bit stereotypical. The most common women’s image shown in the video is ‘a strong woman’. Moreover, the slogans of YOU C1000 and Hemaviton C1000 are trying to show that women can also do outdoor activities. The finding indicates that there is an attempt to change the way of presenting women in today’s advertisements. 
Co-Authors Alfelia Nugky Permatasari Amanah Risaningtyas Andri Handayani Nur Endah Nugraheni Triana April Liani Yohana Ika Harnita Sari