Pencitraan Perempuan Islami dalam Iklan Komersial (Analisis Semiotika)

Authors

  • Ubaidillah Ubaidillah Fakultas Adab dan Ilmu Budaya UIN Sunan Kalijaga
  • Ening Herniti Fakultas Adab dan Ilmu Budaya UIN Sunan Kalijaga
  • Aning Ayu Kusumawati Fakultas Adab dan Ilmu Budaya UIN Sunan Kalijaga

DOI:

https://doi.org/10.14421/musawa.2017.161.1-17

Keywords:

commercial advertisement, images, Islamic, icons, indexes, symbols

Abstract

Women in commercial advertising is needed to strengthen the marketability of a product. Therefore, created an imaging. Imaging Islamic women looks at some of the products Wardah, Citra, and Sunsilk shampoo. This paper describes the interpretation of the iconic, meaning indeksional, and symbols in commercial advertisements. The data were taken form youtube, documented by data transcription, and then analyzed by using theory semiotics Charles Sanders Peirce. The conclusion of this study shows that the Islamic women imaged by Wardah, Citra, and Sunsilk in iconic interpretation is (1) an egalitarian, (2) care, (3) non-discriminatory, (4) sportsmanship, and (3) always grateful. Women islami within the meaning indeksional are (1) more confident, (2) always happy, (3) to inspire, (4) are free to move, (5) clean inwardly and outwardly, (6) reach freedom without violating limits, (7 ) hospitable, (8) has appeal, and (9) have a sense of comfort. Meanwhile, women's Islamic imaged in symbolic meaning is (1) Islamic, both verbal and nonverbal, (2) class high social, (3) a humanist, (4) domiciled equivalent, (5) maintain pluralism, (6) a valuable, and (7) white shine.

[Wanita dalam iklan komersial sanagt penting untuk memperkuat pasar suatu produk. Untuk itu, menciptakan cit- ra perempuan dalam suatu produk menjadi signifikan. Citra wanita Islam bisa dilihat pada produk sampo Ward- ah, Citra, dan Sunsilk. Artikel ini menjelaskan interpretasi dari makna ikonik,indeks dan simbolik dalam iklan komersial tersebut. Data diambil dari youtube, ditranskripsikan dan kemudian dianalisis dengan menggunakan teori semiotika Charles Sanders Peirce. Kesimpulan menunjukkan bahwa citra wanita Islam di iklan tersebut dalam penafsiran ikonik adalah (1) egaliter, (2) perhatian, (3) tidak diskriminatif, (4) sportif, dan (5) selalu bersyukur. Sedangkan dalam makna indeks, citra wanita islami digambarkan (1) lebih percaya diri, (2) selalu bahagia, (3) menginspirasi, (4) bebas bergerak, (5) bersih luar dalam, (6) mencapai kebebasan, (7) ramah tamah (8) memiliki daya tarik seksual, dan (9) memiliki rasa nyaman. Sementara itu, citra wanita islami dalam arti simbolis adalah (1) Islami, baik verbal maupun nonverbal, (2) kelas sosial yang tinggi, (3) humanis, (4) berkedudukan setara, (5) menjaga pluralisme, (6) bernilai dan (7) putih bersinar.]

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Published

2018-04-23

Issue

Vol. 16 No. 1 (2017)

Section

Articles

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