Representasi Male Gaze terhadap Perempuan dalam Iklan Dot Dodo

Abstract

In an advertisement, women are often becoming the object of exploitation. The woman in sexy clothes and the camera spotlight that focuses on curves and gestures make the ad more attractive to the audience, as well as in the Dot Dodo ad. The purpose of this research is to see how the male gaze representation in Dot Dodo advertisement takes place. This study uses a semiotic method to analyze the object of research in the form of a 2013 street version of Dot Dodo advertisement with a 29-second video. The object of this study was analyzed using Roland Barthes' semiotic analysis, which developed the thinking of Ferdinand De Saussure. The analysis is carried out through the signs that appear from snippets of scenes taken in the Dot Dodo advertisement starting from the expressions, gestures, and monologues or sentences used. The results showed that the male camera representation of women is very dominant. In this case, women are accidentally required to appear perfect in advertising media with their body shape.