Feminism in an advertisement
Women
Representation in Axis Sim Card Advertisement
Project Paper of Cultural Studies of Class E for fulfilling Midterm Test
Advisor: Miftahul Huda, M.Pd.
By: Apriliyanti Shinta Dewi
(15320004)
ENGLISH
LETTERS DEPARTMENT
HUMANITIES
FACULTY
MAULANA
MALIK IBRAHIM STATE ISLAMIC UNIVERSITY
2017
1.
Background of Study
Gender studies become a hot topic along the
time. It is proved by there are women who ask equality through demonstration.
Several days ago, the world is horrendous by the woman demonstrators. Many
women want to make people consider that the women are the victim of blaming. They
consider that many people blame them by blaming and considering that the wrong
one are women because the women wear the minimum clothes[1].
In this case, women want to have equal condition and demand her right to choose
clothes which they want.
Seeing
that condition, gender studies are urgent things to be discussed. Gender studies also concern on patriarchy and feminism.
This field will be focus on feminism. However, Mary Wollstonecraft states that
the development of rationality on women and demand the equality in education.
Then, Clara Zetkin and Rossa Luxemburg state that inequality on gender is
caused by culture. Another figure, Margaret Fuller and Anglina Grimke state
that women and men are created under equality. So, normally, there is no
mistreatment and suppression between them. Allison Jagar states that women
should not independent on need, in the form of Material and sexual. In
addition, this field will be focus on Margaret Fuller and Anglina Grimke theory
of feminism.[2]
Their theory believes that women do not limit to work outside the house. They
can do all work totally and reproduction does not block her to work. This
theory believe that “women are weak” is only stereotype.
Based on the theory
above, the work of human is not only the work that is commonly done inside the
house. This case is presented in many advertisements. Especially, axis sim card
advertisement. The advertisement show that woman always become secondary
character. Women always become an assistant. Women are as inferior. Unfortunately,
many people do not care and do not understand about gender studies shown in
advertisement. In other hand, they get many influences regularly. Then, the
influences will bring the big effect on many people’s mindset. The big effect
is people will consider that women are only inferior. Thus will form patriarchy
culture. So that, the advertisements should be analysed and the result can be
published. Finally, it will make them consider that they are influenced by the
advertisement.
Furthermore, Axis sim
card advertisement has ever been an object before. However, it is researched on
creativity concept in producing the advertisement which uses the theory of
creativity for advertisement. Then, it results the characteristics of the
advertisement. It is humoristic. The other research related to Axis sim card
advertisement is a research which concern on semiotic meaning of the
advertisement. The result of the research is the advertisement shows the
teenager habit in having advantages from the social media. Another research is
talking about the moral value shown in the advertisement. It finds the result
that axis sim card advertisement is out of the line of moral. In addition, the
research uses the theory of advertisement in analysing the advertisement. Here,
the researcher wants to present the different focus on advertisement. The focus
is on gender imbalance shown in the advertisement.
2. Research Question
1. How axis sim card
advertisement represents gender inequality?
2. How do women do to
face gender inequality?
3. Objectives of the
study
This research is designed to fulfilll the objective:
1. To know how axis sim card advertisement represents
gender inequality.
2. to know how do women
do to face gender inequality.
4. Scope and Limitation
The researcher will limit
the object of the study by only analysing axis sim card advertisement which is published in 2013
until 2018. Then, the researcher also analyses the selected scene only.
5. Significance of the
Study
This research is theoretically done for
making people consider that the advertisement is meaningful. By knowing this
meaningful advertisement, people are hoped that they are not easily influenced
and believe what the advertisement presents. In addition, practically, this
research will bring advantage for academician who will do the same research.
6. Research Methode
6.1 Research Design
In interpreting axis
sim card advertisement, the researcher uses qualitative method because the
researcher does not need the number of population and sample. In addition, the
appropriate method is to analyse and report the result of research using
qualitative research. By using this method, the researcher wants to investigate
how the advertisement represent gender.
6.2 Data Source
The data of this
research are advertisements of axis sim card advertisement in YouTube version.
In this research, the researcher will analyse 9 chosen advertisements that are
often published in mass media during 2013 until 2018.
6.3 Data collection
In collecting data, the
researcher has to search all of advertisements that are published in mass
media. Then, the researcher chooses the advertisements that are consisting on gender
studies. The researcher finds 9 advertisements that are related to gender
studies.
6.4 Data Analysis
The data of this
research are analysed by using theory of showalter, feminism. However, the
researcher watches the chosen advertisement. Then, she interprets the meaning
of the advertisement and analyses the meaning using the theory.
7. Theoretical Frameweopork
7.1. feminism
Feminism is a study criticism on ideology
that considers that there is inequality between women and men. It is caused by
emotional system that influences human life[3].
This theory is aimed for understanding suppression on women in the form of
gender, class, and sexuality. This theory analyses the different sexuality is
formed in every individual and how to expkaine the experiences of the
difference[4].
7.2. Margaret Fuller and Anglina Grimke theory of
feminism
This theory believes
that women do not limit to work outside the house. They can do all work totally
and reproduction does not block her to work. This theory believes that “women
are weak” is only stereotype[5].
8. Definition of Key
term
8.1. Woman: a female
human being
8.2. Representation: the
description or portrayal of someone or something in a particular way or as
being of a certain nature.
8.3. Axis Sim Card : one
of a product of XL Axiata. It is cellular operator which is used by many people
in Indonesia.
Analysis
The
picture above is published in 2013. It is an evidence that a man is superior
but a woman is inferior. The man is stronger than the woman. So that, man is
represented as a hero while the woman only delivers the promotion. In the
picture, the man is represented by clenching the left hand. However, the
advertisement tells that the man is a hero. The man has super power. When he is
eating, the chicken which he eats automatically becomes bigger. It is because
his power. Then, when he is walking and the sky is rainy, the rain will be
pause by him. In other hand, the woman is represented only inferior who
promotes the man. Besides, the position of the man is represented that the man
is super power while the woman is marginalized. The position is the woman is little
bit on the back side of the man. It means that the main character is the man
because he has super power. Although the woman is marginalized, she still
promotes the man. It represents that the woman is a patient creature although
she is oppressed by the man. This case is opposed by feminist because man and
woman as represented as unequal gender.
This
picture is also published in 2013. The picture also represents that the woman
is weak but the man is strong. However, in the advertisement, the man is
represented as a strong man who lunges the fire when the house is firing. Yet,
the woman is represented as a weak that is only surrender. From the
representation, the advertisement wants to deliver the value that women is only
weak creature but the man is a hero. It is a representation that advertisement
makers consider that men are superior because the man is represented has more
power while woman is only a creature without power anymore. This is the representation
of stereotype that men are stronger than women. This is opposed by feminist
because it represents unequal power of gender.
This
picture represents the man has the higher self-regard than woman. However, the
advertisement tells that man is a man who can do everything that he wants. The
man has many girl-friends. Furthermore, through the expression between the man
and the woman, the picture represents that the girl is begging to be the
girl-friend of the man. Although the man has many girl-friends, the girl still
wants to be his girl-friend. It is a kind of representation that man has more
power in the case of love. Then, the woman is only a weak creature that can
live by being oppressed by man in the case of love. It is the representation
that gender is unequal. The man has more power in the case of love and
self-regard while the woman has nothing.
The
picture above is a representation which tells that the man is a superior while
the woman is inferior. However, the women are represented as the servant of the
man. There are women who massages him, there are also women who are only
accompany him. It is a representation that the man can do anything that he
wants. He can oppress woman as he wants. Yet, woman is only a weak and stupid
one which can be exploited. The man only stands up but the woman should serve
him. it is the representation of gender inequality. Normally, both woman and
man should work together. There is no oppression between men and women. It is
the phenomenon that is opposed by feminist.
The
picture above is representation of gender inequality. The picture represents the
man is as a main figure while woman is only additional figure. The man is an
announcer while the woman is only the helper who helps the man in announcing.
The woman is helping using guitar. It is the evidence that man is superior but
woman is inferior. It seems that the level of man is higher than woman’s level.
In other hand, the position also form a consideration. The man sits little bit in
the front of the woman while woman is little bit at the back side of the man.
It means men is superior. Normally, the
gender is equal. There is no superior and inferior. There is no main one and
marginalized one. This is the hope of feminist because gender equality must
rise.
The
picture above is evidence that axis advertisement presents feminism phenomena.
It can be seen by what the man does and what the women do. The man only sits
enjoyably but the women have to bring an umbrella, mop, and a box. It is a form
of gender inequality because the man only does nothing but the women are asked
to serve him. Actually, it is a kind of oppression. Yet, in the advertisement,
the women are represented happy. It means although the women are oppressed.
They do not know that they are oppressed by the man. The only do what the man
asks. It is a reflection that the advertisement wants to deliver that the man
is smarter and trickier than the women. So that, the women do everything what
the man asks. Normally, both the man and the women should work together and
help each other. It will be no oppression. It is the hope of feminist.
The picture above is a representation of gender
inequality. However, the man is represented as a boss while the women is
represented as servants. The man only talks and delivers the advertisement but
the woman should bring the equipment. In addition, the man only does nothing but
the women are asked to bring it for him. Actually, it is a kind of oppression.
Yet, in the advertisement, the women are represented happy. It means although
the women are oppressed. They do not know that they are oppressed by the man.
The only do what the man asks. It is a reflection that the advertisement wants
to deliver that the man is smarter and trickier than the women. So that, the
women do everything what the man asks. Normally, both the man and the women
should work together and help each other. It will be no oppression. It is the
hope of feminist.
Analysis above can answer the research question.
However, gender inequality that is represented by axis advertisement is:
The man in the advertisement is represented as
super power. It is proved by the representation that men are heroes while women
are weak creature that becomes an additional creature and the object of the heroes.
The first data shows that the man can do everything to change the condition and
situation. Then, the woman is only an additional figure who delivers the
advertisement. The action of the man shows his hand. It means he is powerful.
Yet, the action of the woman that advertising the man, it means the woman does
not have power like that. The second data shows that the man is hero of firing
but the woman is the object of the hero that is very weak.
Furthermore, the man is also represented as a
man who has higher self-regard. Yet, the women are represented as figures that
cadge the love to the man until the man has many girl-friends but the woman
still wants to be his girl-friend.
In addition, the advertisement also tells that
the men are superior and the women are inferior. The men can do everything that
he wants but the women have to obedient to men. The men are represented as
figures that always ask the women to do anything for the man. The, the women
happily serve the men.
Besides, the researcher also finds how the women
face the gender inequality. The women are very happy and they are unconscious
that they are oppressed by the men. It means the advertisements represent that
the women are stupid and only obedient to the men.
Conclusion
Axis
advertisements are the advertisements that show gender inequality. It is proved
by some scenes of the advertisement that represents that man has more power,
higher self-regard, and superior. It is different if the advertisements show
the women. The women are shown as the weak figures that always do what the men
ask. The women are happily serve the man while the men are in enjoy and nothing
to do. Besides, the women are also represented as a weak that need the help of
the men. The women is only afraid and silent in the firing home but the men is
a hero. In addition, the men are also represented as the figures that have high
self-regard. It is very different with the women who cadge the love to the men.
Reference
Blackwell. Wiley (2013).
The Literary Theory Handbook. Tate:London. Pg.198.
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2014. Journal. Universitas Atma Jaya : Yogyakarta.
Kholil, Muhammad. Feminisme
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Muhadjir
(2001). Menggugat Budaya Patriarki, Yogyakarta: Kerjasama Ford Foundation
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Storey, John. Cultural
Theory and Popular Culture. Book. 2008. Pearson:UK.
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[2] Kholil,
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2003. Journal. UIM:Pamekasan.
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