FEBRIAN, THEODORUS KEVIN (2023) WOMEN'S AND MEN'S SEXUALITY IN THE NEW ERA BOOTS ADVERTISEMENT. Other thesis, Universitas Katolik Soegijapranata Semarang.
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Abstract
Exploiting sexuality is nothing new in the world of advertising. Some advertisements use women’s and men’s sexuality to attract people to use the products. One of them is an advertisement entitled “New Era Boots” that was uploaded in New era hebat Youtube channel. In this study, the writer aims to reveal women’s and men’s sexuality in the visual images found in the advertisement. The type of this research is qualitative research using a semiotics approach theorized by Roland Barthes. The interpretation is made by finding the signifier, the signified, the denotative, the connotative, and the myth through the visual images that appear in the advertisement. The result of the study shows that women’s sexuality and men’s sexuality are shown by their dress, physical appearance, and gestures. The women in the advertisement wear tight and skimpy clothes, shoulderless dresses, a Catwoman mask, and knee-high boots. The women’s cleavage is exposed openly, and the woman in the advertisement shows her slim waist. They also make clawing, kneeling, and wiggling gestures. Meanwhile, the man is shown shirtless or bare-chested. He is also shown as being muscular. In general, the writer found that the advertisement uses a “sex sells” strategy, which can draw the public’s attention.
| Item Type: | Thesis (Other) |
|---|---|
| Subjects: | 600 Technology (Applied sciences) > 650 Management > 658 Management > Marketing Management |
| Divisions: | Faculty of Language and Art > Department of English Literature |
| Depositing User: | Mrs Christiana Sundari |
| Date Deposited: | 31 May 2023 03:23 |
| Last Modified: | 31 May 2023 03:23 |
| URI: | http://repository.unika.ac.id/id/eprint/31853 |
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