WOMAN REPRESENTATION ON FOREPLAY NIGHT CLUB …repository.unair.ac.id/29762/1/HALAMAN DEPAN.pdf ·...

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WOMAN REPRESENTATION ON FOREPLAY NIGHT CLUB

ADVERTISEMENTS: A SEMIOTICS STUDY

A THESIS

By:

Hanggono Wibilaksono

121112109

English Department

Faculty of Humanities

Universitas Airlangga

Surabaya

2016

ADLN – PERPUSTAKAAN UNIVERSITAS AIRLANGGA

SKRIPSI WOMAN REPRESENTATION ON... HANGGONO WIBILAKSONO

ii



A THESIS

By:


121112109

English Department



Surabaya

2016



iii



A THESIS

Submitted as Partial Fulfillment of the Requirements for the Sarjana Degree of

English Department Faculty of Humanities

Universitas Airlangga Surabaya

By


121112109

English Department



Surabaya

2016



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DECLARATION

This thesis is submitted as a partial fulfilment of the degree Sarjana Humaniora (S.Hum.) of the English Department, Faculty of Humanities, Universitas Airlangga. Hereby, I confirm the following points:

1. This thesis is entirely my own work.

2. It is not copied from any other person's work (published or unpublished).

3. I do not use the services of any professional agencies to produce this thesis.

4. It has not previously submitted for assessment either at Universitas Airlangga or elsewhere.

5. Any text, tables, figure, data or other material copied from other sources (including, but not limited to, books, papers, and the internet) have been clearly acknowledged and referenced in the text. These details are also confirmed by a fuller reference in the references at the end of the text.

I understand that breaching any or all the above points will result in the withdrawal of

the awarded degree and disciplinary action in accordance with the regulations at

Universitas Airlangga.

Surabaya, 28th December 2015 The Author, Hanggono Wibilaksono 121112109



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Approved to be examined

Surabaya, 13th

January 2016

Thesis Advisor,

mgr. Puguh Budi Susetiyo, S.Hum.

NIK. 139090993

Head of English Department,

Deny Arnos Kwary, Ph. D.

NIP. 197501011999031001

ENGLISH DEPARTMENT

FACULTY OF HUMANITIES

UNIVERSITAS AIRLANGGA SURABAYA

2016



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This thesis has been approved and accepted by the Board of Examiners, English

Department, Faculty of Humanities, Universitas Airlangga

The Board of Examiners are:

Drs. Amir Fatah, M. Hum.

NIP. 195501191986011001

mgr Puguh Budi Susetiyo, S. Hum.

NIK. 139090993

Nurul Fitri Hapsari, M. A.

NIP. 198307142012122002



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ACKNOWLEDGEMENT

Alhamdulillah, first I want to show my gratitude to Allah SWT, that with His

mercy and blessing, I have been healthy, strong, and firm in finishing my thesis. For

my father, I thank you so much for always trusting and supporting me in chasing my

dreams, supporting me in every matter and giving me lessons of life.

I deeply thank my thesis advisor Mr. mgr. Puguh Budi Susetiyo, S.Hum who

has patiently given time, guidance, criticism, and suggestions to me so that my thesis

is on the right track. I also thank to the lecturers in English Department Universitas

Airlangga who gave me important information for my thesis.

A bunch of thanks also to my beloved friends of English Department who are

also my companions in thesis completion, namely Dhahayu, Shabrina, Widya,

Danna, Ikhlasul, Gondo, Debby, Reza, Galang, Natasya, Icko, Okky, Bayu, Antonio,

Dani, Dika, Faiz Yong who have indirectly supported my mental and shared their

thoughts in finishing my thesis. I also thank Adit Gutek, Septian Boyke and also my

friend the beautiful naughty-but-clever duo Kartika Restu and Nadia Seassi who

shared their experiences in doing scientific research. Last but not least, thank you to

my aunt Wahyu Prihatin who have kept my body nutrition in Surabaya, and also my

best friend Rusda Syawie who knows a lot about health and always reminded me to

stay healthy. God bless you all.




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This thesis is dedicated for

my beloved family…



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As usual, there is a great woman behind every idiot

-John Lennon-



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Table of Contents

Cover Page ........................................................................................................................... i

Inside Cover Page ............................................................................................................... ii

Inside Title Page ................................................................................................................ iii

Declaration Page ................................................................................................................ iv

Thesis Advisor Approval Page ........................................................................................... v

Board of Examiners Approval Page ................................................................................... vi

Acknowledgement ............................................................................................................ vii

Dedication Page ............................................................................................................... viii

Epigraph ............................................................................................................................. ix

Table of Contents ................................................................................................................ x

Abstract ............................................................................................................................ xiii

CHAPTER I

INTRODUCTION ................................................................................................. 1

1.1 Background of the Study .............................................................................. 1 1.2 Statement of the Problem ......................................................................... 8 1.3 Objective of the Study .............................................................................. 8 1.4 Significance of the Study ......................................................................... 8 1.5 Definition of Key Terms ........................................................................ 10

CHAPTER II

LITERATURE REVIEW ................................................................................... 11

2.1. Theoretical Framework .......................................................................... 11 2.1.1. Male Gaze Theory .............................................................................. 12

2.1.1.1. Voyeourism ........................................................................................ 13 2.2 Related Studies .......................................................................................... 19 CHAPTER III

METHODOLOGY .............................................................................................. 18

3.1 Research Approach ................................................................................. 18



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3.2 Population and sample ............................................................................ 19 3.3 Technique of Data Collection ................................................................. 21 3.4 Technique of Data Analysis ................................................................... 23 3.4.1 Semiotics ........................................................................................... 23 3.4.1 .1 Linguistic Message ......................................................................... 25 3.4.1.2 Non-Linguistic Message ................................................................ 25 3.4.1.3 Myth ............................................................................................... 25

CHAPTER IV

ANALYSIS .......................................................................................................... 29

4.1 First version of Foreplay Night Club Advertisement ............................. 29 4.1.1 Linguistic Message ......................................................................... 30 4.1.1.1 Relay ............................................................................................ 30 4.1.1.2 Anchorage .................................................................................... 31

4.1.2 Non-Linguistic Message ................................................................. 40 4.1.2.1 Non-Iconic Message ................................................................... 41 4.1.2.2 Iconic Message ............................................................................ 41

4.1.3 Myth ................................................................................................... 48 4.2 Second version of Foreplay Night Club Advertisement ........................ 54

4.2.1 Linguistic Message ......................................................................... 54 4.2.1.1 Relay .......................................................................................... 54 4.2.1.2 Anchorage .................................................................................. 55

4.2.2 Non-Linguistic Message ................................................................. 57 4.2.2.1 Non-Iconic Message .................................................................... 57 4.2.2.2 Iconic Message ............................................................................. 57

4.2.3 Myth ................................................................................................ 60 4.3 Third version of Foreplay Night Club Advertisement ........................... 62

4.3.1 Linguistic Message ......................................................................... 62 4.3.1.1 Relay ............................................................................................ 62 4.3.1.2 Anchorage .................................................................................... 64

4.3.2 Non-Linguistic Message ................................................................. 66 4.3.2.1 Non-Iconic Message .................................................................... 66



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4.3.2.2 Iconic Message ............................................................................. 66 4.3.3 Myth ................................................................................................ 68 4.4 Interpretation .......................................................................................... 72

CHAPTER V

CONCLUSION ..................................................................................................... 77 5.1. Conclusion .............................................................................................. 77

Workcited .............................................................................................................. 79



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ABSTRACT

These days, there are many advertisements which use women as their objects to promote the related products and services. This made the advertisements creators to compete with each other in making their advertisements to be as interesting as possible. It is not a rare case where the creators include a particular ideology that is best suited to related products or services. The uses of women as the objects of advertisements still embrace the ideology of patriarchy, which is quite popular in Indonesia. The purpose of this study is to find the representation of women which is reflected differently through the advertisement of a night club, Foreplay Night Club. This advertisement is spread through Facebook as a social media by Foreplay Nightclub Facebook account. The data collected by official account Facebook advertisements, a number of data from November 2012 until December 2014 it was provided total 362 advertisements. The main focus in this study about woman representation in night club advertisement, then founded 19 advertisements categorized in the representation of women who offering by Foreplay Night club. From 19 then chooses only 3 advertisements which have more attention from viewer. Using semiotics method by Roland Barthes, this study try to reveal how Foreplay using woman as model to attract a man although the theme of party is initially only for woman. Finally, from this study it is result that Foreplay Night Club advertisement shows male gaze related to patriarchal ideology and the role of woman as the sexual objects for men.

Keywords: advertisement, male gaze, night club, representation.



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