SEMIOTICS STUDY OF BANKING ADVERTISEMENT ON YOUTUBE (A STUDY OF WOMEN’S CONSTRUCTION IN BANKING ADVERTISEMENT)
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Abstract
Advertising is mass communication because one way of delivering it is through online media, namely YouTube. There are many advertisements on YouTube, but the author chose banking advertisements from the Bank Tabungan Negara (BTN) entitled "Because Life Is Not Just About Today", Bank Syariah Indonesia (BSI) entitled "United for Indonesia", and Bank Jabar Banten (BJB) entitled "Indonesia Resilient, Indonesia Grows". In these three advertisements, there are depictions of female figures by profession. This study aimed to find out how women construct banking advertisements on YouTube. This study uses a descriptive qualitative research approach with semiotic research methods. The theories that are used in this research are mass communication theory, new media, feminism, and the spiral of silence. The research data were obtained from observations of scenes in advertisements, documentation, and literature studies. The results show that the construction of women in banking advertisements on YouTube is that women do not only do domestic work, namely being housewives, but women are now active in the public sphere and can become various professions. Even a profession that men generally dominate, now women can do that.
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