A Semiotics Analysis of Gender Bias in YouTube Advertisements (The Case of ShopBack, Pomona, And Fave)

https://doi.org/10.22146/jla.76334

Triana April Liani(1*), Ahmad Mu'am(2)

(1) Department of Languages, Arts, and Culture Management Vocational College Universitas Gadjah Mada
(2) Department of Languages, Arts, and Culture Management Vocational College Universitas Gadjah Mada
(*) Corresponding Author

Abstract


This study examines gender bias by identifying semiotic indicators in YouTube advertisements. This study employs a qualitative descriptive methodology. The data consists of three YouTube advertisements for cashback applications, namely ShopBack (2018), Pomona (2018), and Fave (2019). This advertisement's semiotic signs are analyzed through the lens of Charles Sanders Peirces' Triadic Semiosis theory. In the meantime, Widyatama's categorization of Gender Bias in Television Commercials (2007) is utilized to examine gender bias in the three advertisements based on physical and psychological characteristics, regions of roles, and relationships between men and women. The data analysis found that this advertisement contained multiple examples of gender bias. Physically, female characters are shown for their beauty, and psychologically, they are portrayed for their emotions. This bias is also frequently manifested in the subordination and domestication of women. Women are typically portrayed doing domestic chores, even though they are seen outside the home. Women are considered subservient, perpetually subordinate, weak, and vulnerable compared to men.


Keywords


Advertising; Semiotics; Gender Bias

Full Text:

PDF


References

Bolton, R. N., Kannan, P. K., & Bramlett, M. D. (2000). Implications of loyalty program membership and service experiences for customer retention and value. Journal of the academy of marketing science, 28(1), 95-108. https://doi.org/10.1177/0092070300281009

Callaghan, T. (2020). The origins and development of a symbolic mind: the case of pictorial symbols. Interchange, 51, 53-64. https://doi.org/10.1007/s10780-020-09396-z.

Creswell, J. W. (2015). Penelitian Kualitatif dan Desain Riset (Memilih Diantara Lima Pendekatan) (Lazuardi, A. L., Trans). Pustaka Pelajar. (Original work published 2013).

Duffett, R. G. (2015). Facebook advertising’s influence on intention-to-purchase and purchase amongst millennials. Internet Research, 25(4), 498–526. https://doi.org/10.1108/IntR-01-2014-0020

Everett, D. L. (2016). Dark Matter of the Mind: The Culturally Articulated Unconscious. University of Chicago Press.

Goffman, E. (1979). Gender Advertisements. Harper and Row.

Gunawan, I. (2013). Metode Penelitiaan Kualitatif: Teori dan Pratilik. Bumi Aksara.

Haerudin, D. (2010). Kajian Visual dan Pesan Iklan Susu Bubuk Milo Pada Media Cetak. [undergraduate thesis, Program Studi Desain Komunikasi Visual, Fakultas Desain, Universitas Komputer Indonesia]. https://elib.unikom.ac.id/gdl.php?mod=browse&op=read&id=jbptunikompp-gdl-didinhaeru-22768

Kim, N., & Kim, W. (2018). Do your social media lead you to make social deal purchases? Consumer-generated social referrals for sales via social commerce. International Journal of Information Management, 39, 38–48. https://doi.org/10.1016/j.ijinfomgt.2017.10.006

Kotler, P., & Keller, K. L. (2016). Marketing Management, 15th Edition. Pearson Pretice Hall, Inc.

Littlejohn, S. W. & Foss, K. A. (2011). Teori Komunikasi. Salemba Humanika.

Osei, F. Adjabeng, F.N., Owusu-Mensah, S., Atakora, A. (2022). Does Advertising Help Improve Consumer Purchasing Behavior toward Insurance Products? Open Journal of Social Science, 10(12). https://doi.org/10.4236/jss.2022.1012004

Pujiryanto. (2005). Design for Communication Conceptual Graphic Design Basics. Andi Offset.

Simmonds, G., & Spence, C. (2017). Thinking inside the box: How seeing products on, or through, the packaging influences consumer perceptions and purchase behaviour. Food Quality and Preference, 62, 340–351. https://doi.org/10.1016/j.foodqual.2016.11.010

Tinarbuko, S. (2017). Semiotika Tanda Verbal dan Tanda Visual Iklan Layanan Masyarakat. Panggung, 26(2). https://doi.org/10.26742/panggung.v26i2.175

Van Leeuwen, T. (2005). Introducing Social Semiotics. Routledge.

Vana, P., Lambrecht, A., & Bertini, M. (2018). Cashback is cash forward: delaying a discount to entice future spending. Journal of Marketing Research, 55(6), 852-868. https://doi.org/10.1177/0022243718811853

Widyatama, R. (2007). Bias gender dalam iklan televisi. Media Pressindo.



DOI: https://doi.org/10.22146/jla.76334

Article Metrics

Abstract views : 810 | views : 1615

Refbacks

  • There are currently no refbacks.


Copyright (c) 2023 The author(s)

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

_______________________________________________________________________________________________________________

JLA (Jurnal Lingua Applicata) with online ISSN 2598-0556 and print ISSN 2597-6117 is published by Departemen Bahasa, Seni dan Manajemen Budaya (DBSMB), Vocational College of  Universitas Gadjah Mada. The content of this website is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. Built on the Public Knowledge Project's OJS 2.4.8.1. View website statistics.