Kesetaraan Gender dalam Iklan ABC “Suami Sejati Mau Masak, Terima Kasih Kecap ABC”

Abstract

Advertising is a promotional activity that displays the identity of a product. The presence of advertisements today is increasingly seen as creative as showing the reality of society. One of the products that conveys the message of the value of gender equality in its ad is Kecap ABC “Suami Sejati Mau Masak, Terima Kasih Kecap ABC”. This study aims to describe the value of gender equality between husband and wife contained in the domestic sphere in the advertisement. The method in this study uses descriptive qualitative with Barthes' semiotic analysis, with the first stage explaining the description of denotation, then the second stage is revealing the connotation meaning and then revealing the myth of the connotation found. The results of this study show that the ABC advertisement "“Suami Sejati Mau Masak, Terima Kasih Kecap ABC” which is broadcast, displays representation of gender equality in the household. The meaning conveyed is how a man and a woman who have the role of a father and mother have an equal position in the household. So that a gender-equitable household situation is illustrated, which has an understanding that women and men can have the opportunity to work in the public sphere and women and men have a role in activities in the domestic sphere, namely their household. This shows that there is a form of support for Kecap ABC as a product that provides identity in a persuasive manner conveying the value of gender equality through its advertisements. The ad is expected to be a show that has value to people's lives. Provides an illustration that harmony in the household can be built from the existence of gender equality in it.