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 to an...
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my.um.eprints.435582023-10-23T01:49:02Z http://eprints.um.edu.my/43558/ The portrayal of women in persuasive advertisement: Semiotic analysis of Deeja cosmetic TV commercial Mohd Jafar, Noor Hanan Mohd Adnan, Hamedi Ahmad, Rosliza Communication. Mass media 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. © 2022, Penerbit Universiti Kebangsaan Malaysia. All rights reserved. Penerbit Universiti Kebangsaan Malaysia 2022 Article PeerReviewed Mohd Jafar, Noor Hanan and Mohd Adnan, Hamedi and Ahmad, Rosliza (2022) The portrayal of women in persuasive advertisement: Semiotic analysis of Deeja cosmetic TV commercial. Jurnal Komunikasi-Malaysian Journal of Communication, 38 (2). 297 – 313. ISSN 2289-151X, DOI https://doi.org/10.17576/JKMJC-2022-3802-18 <https://doi.org/10.17576/JKMJC-2022-3802-18>. 10.17576/JKMJC-2022-3802-18 |
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Communication. Mass media Mohd Jafar, Noor Hanan Mohd Adnan, Hamedi Ahmad, Rosliza The portrayal of women in persuasive advertisement: Semiotic analysis of Deeja cosmetic TV commercial |
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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. © 2022, Penerbit Universiti Kebangsaan Malaysia. All rights reserved. |
format |
Article |
author |
Mohd Jafar, Noor Hanan Mohd Adnan, Hamedi Ahmad, Rosliza |
author_facet |
Mohd Jafar, Noor Hanan Mohd Adnan, Hamedi Ahmad, Rosliza |
author_sort |
Mohd Jafar, Noor Hanan |
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 |
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Penerbit Universiti Kebangsaan Malaysia |
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2022 |
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http://eprints.um.edu.my/43558/ |
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13.19449 |