Domestication of Women in Popular Detergents Advertising in Indonesia: A Semiotic Analysis

Ratih Novita, Erly Ramadhani, Arlia Nata Dewinta, Nailun Nahari Fauzia Silma

Abstract

Traditional gender roles and stereotypes underlie the domestication of women, especially in the household environment, women are placed to carry out certain roles. As depicted in detergent advertisements, domestication is shown by several washing  activities that are seen only being carried out by women, while men are not shown carrying out these domestication roles. This study identifies how the domestication of women is depicted in several popular detergent advertisements in Indonesia. Roland Barthes' semiotic analysis is the basis for this study to analyze how these advertisements depict gender role messages that lead to the domestication of women. This study is examined using the perspectives of connotation, denotation, and myth which are analyzed through the aspects of Women's Roles, Geographical Areas, and Signifier Attributes. The results of the study are presented in the form of a table, which shows that the first advertisement, the Jaz1 detergent advertisement (2022) in its advertisement presentation contains aspects of Women's Roles, Geographical Areas, and Marker Attributes. The second advertisement, The SoSoft Detergent Advertisement (2022) contains aspects of Women's   Roles   and   Geographical   Areas.   The  third   advertisement,   the   Sayang   Detergent Advertisement (2022) contains aspects of Women's Roles and Geographical Areas. The last advertisement, the So Klin liquid detergent advertisement (2022) contains aspects of Women's Roles and Geographical Areas.

Keywords

Advertisement; semiotics; domestication; detergent; women; stereotypes

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References

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