The portrayal of women in persuasive advertisement : semiotic analysis of Deeja cosmetic TV commercial

The purpose of advertising is to effectively promote items or services so that people will buy them. Repetition of viewing to the advertisement for the desired product strengthens purchasing habits. However, advertisements frequently contain sexual and objectification of women. This study aims t...

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Main Authors: Noor Hanan Mohd Jafar,, Hamedi Mohd Adnan,, Rosliza Ahmad,
Format: Article
Language:English
Published: Penerbit Universiti Kebangsaan Malaysia 2022
Online Access:http://journalarticle.ukm.my/20392/1/56710-187559-1-PB.pdf
http://journalarticle.ukm.my/20392/
https://ejournal.ukm.my/mjc/issue/view/1527
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spelling my-ukm.journal.203922022-11-04T07:13:04Z http://journalarticle.ukm.my/20392/ The portrayal of women in persuasive advertisement : semiotic analysis of Deeja cosmetic TV commercial Noor Hanan Mohd Jafar, Hamedi Mohd Adnan, Rosliza Ahmad, The purpose of advertising is to effectively promote items or services so that people will buy them. Repetition of viewing to the advertisement for the desired product strengthens purchasing habits. However, advertisements frequently contain sexual and objectification of women. This study aims to analyse the ethical decision-making that occurs due to the information presented using the micro and macro text of beauty product commercials. Thus, this study employs a social semiotics model to comprehend emotional strategies and contentious images by examining the process, effects, and consequence of ethical judgment; they function as mechanisms for propagating specific social culture and ethical values. Despite several past research studies attempting to discover beauty products' ideology using social semiotic analysis, no significant progress has been made to explore the studies on local beauty products. Therefore, a semiotic analysis will be used to obtain the data, as it is the most effective way of comprehending how meaning is produced in text. This research exclusively focuses on how Deeja Cosmetic advertisements employ female portrayal and the specific creative strategies the advertisers utilise to persuade and control their customers. From the analysis, women were presented inferiorly relative to their personalities and roles. At the same time, the findings indicate advertisers portray women as an object of desire to persuade the audience for the brand recall. Penerbit Universiti Kebangsaan Malaysia 2022 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/20392/1/56710-187559-1-PB.pdf Noor Hanan Mohd Jafar, and Hamedi Mohd Adnan, and Rosliza Ahmad, (2022) The portrayal of women in persuasive advertisement : semiotic analysis of Deeja cosmetic TV commercial. Jurnal Komunikasi ; Malaysian Journal of Communication, 38 (2). pp. 297-313. ISSN 0128-1496 https://ejournal.ukm.my/mjc/issue/view/1527
institution Universiti Kebangsaan Malaysia
building Tun Sri Lanang Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Kebangsaan Malaysia
content_source UKM Journal Article Repository
url_provider http://journalarticle.ukm.my/
language English
description The purpose of advertising is to effectively promote items or services so that people will buy them. Repetition of viewing to the advertisement for the desired product strengthens purchasing habits. However, advertisements frequently contain sexual and objectification of women. This study aims to analyse the ethical decision-making that occurs due to the information presented using the micro and macro text of beauty product commercials. Thus, this study employs a social semiotics model to comprehend emotional strategies and contentious images by examining the process, effects, and consequence of ethical judgment; they function as mechanisms for propagating specific social culture and ethical values. Despite several past research studies attempting to discover beauty products' ideology using social semiotic analysis, no significant progress has been made to explore the studies on local beauty products. Therefore, a semiotic analysis will be used to obtain the data, as it is the most effective way of comprehending how meaning is produced in text. This research exclusively focuses on how Deeja Cosmetic advertisements employ female portrayal and the specific creative strategies the advertisers utilise to persuade and control their customers. From the analysis, women were presented inferiorly relative to their personalities and roles. At the same time, the findings indicate advertisers portray women as an object of desire to persuade the audience for the brand recall.
format Article
author Noor Hanan Mohd Jafar,
Hamedi Mohd Adnan,
Rosliza Ahmad,
spellingShingle Noor Hanan Mohd Jafar,
Hamedi Mohd Adnan,
Rosliza Ahmad,
The portrayal of women in persuasive advertisement : semiotic analysis of Deeja cosmetic TV commercial
author_facet Noor Hanan Mohd Jafar,
Hamedi Mohd Adnan,
Rosliza Ahmad,
author_sort Noor Hanan Mohd Jafar,
title The portrayal of women in persuasive advertisement : semiotic analysis of Deeja cosmetic TV commercial
title_short The portrayal of women in persuasive advertisement : semiotic analysis of Deeja cosmetic TV commercial
title_full The portrayal of women in persuasive advertisement : semiotic analysis of Deeja cosmetic TV commercial
title_fullStr The portrayal of women in persuasive advertisement : semiotic analysis of Deeja cosmetic TV commercial
title_full_unstemmed The portrayal of women in persuasive advertisement : semiotic analysis of Deeja cosmetic TV commercial
title_sort portrayal of women in persuasive advertisement : semiotic analysis of deeja cosmetic tv commercial
publisher Penerbit Universiti Kebangsaan Malaysia
publishDate 2022
url http://journalarticle.ukm.my/20392/1/56710-187559-1-PB.pdf
http://journalarticle.ukm.my/20392/
https://ejournal.ukm.my/mjc/issue/view/1527
_version_ 1751537455868149760
score 13.209306