ISU SEKSISME KOMUNIKASI VISUAL DALAM BINGKAI SEMIOTIKA (Studi Kasus pada Iklan United Nation Woman)

Abstract

An advertisement are succeed if the message and meaning they delivered were similar to what the audience received. One of advertisement type is public service advertisement. Four United Nations Women’s public service advertisements which created by Memac Ogilvy & Mather Dubai and published at the end of October 2013 went viral due to the sexism issue in it. In order to know the meaning of the sign and the representative of sexism in those public service advertisements, writer used Roland Barthes’ semiotic method, consisting of two signification stages to find the denotation, connotation, and myth in it. The final result of this research shows how Memac Ogilvy & Mather Dubai has been managed to compile and create a series of sign to representate sexism issues, for example the sexist sentences in the Google Search box that covers the subject’s mouth; and other signs like eyebrows, eyes, hair, and other.