Representasi Makna Bias Gender pada Iklan Gofood Seri Ibu Sedang Sibuk (2021)

Abstract

. Advertising is an effective promotional medium for marketing products and services to potential customers. Advertising can also be a medium that contains meaning. The purpose of this study was to find out the meaning of gender bias in the gofood series Ibu is Busy (2021) advertisement and see whether this advertisement still perpetuates female gender stereotypes in patriarchal culture. A qualitative approach with Roland Barthes's semiotic method is used in this study. The findings from this study indicate that the gofood series Ibu is Busy (2021) advertisement contains gender bias meaning in the form of domestic work stereotypes belonging to women not men, women must be versatile, men are superior to women, women are responsible for providing food for the family, and the subordination of women. However, this ad does not exploit the beauty of a woman's body as a sexual attraction for the audience.