Objektifikasi Perempuan Sebagai Elemen Persuasif dalam Iklan : Kritik Terhadap Iklan Shopee 11.11 Big Sale Versi Tukul Arwana

Authors

  • Fahmi Prastio Ginanjar Institut Seni Indonesia Surakarta

DOI:

https://doi.org/10.33153/citrawira.v3i1.4621

Keywords:

Objectivity, Advertisement, Sexism, Woman

Abstract

Shopee is an e-commerce site that is engaged in buying and selling online and can be accessed easily by its consumers. Advertising is one of the most frequently used strategies in marketing. However, it often ignores ethics. The objectivity of women is one of the deviations of advertising ethics. The case study of the Shopee 11.11 Big sale advertisement, starring Tukul Arwana and background dancers wearing skimpy clothes, received a warning from KPI. Advertising is described through Swarts' holistic critique theory and then studied with the objectivity theory of Fredrickson & Roberts, then its relation to the ethical dimension by Kevin Johnston. The findings are that this advertisement contains elements of sexism and objectivity towards women and is not suitable for children

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References

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Suharto, S. (2007). Refleksi Teori Kritik Seni Holistik : sebuah Pendekatan Alternatif dalam Penelitian Kualitatif bagi Mahasiswa Seni (Reflection on Art Criticism and Holistic Art Criticism : an Alternative Approach of Qualitative Research for Art Students). Harmonia Journal of Arts Research and Education, 8(1).

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Published

2022-06-04

Issue

Vol. 3 No. 1 (2022)

Section

Articles

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Copyright (c) 2022 Fahmi Prastio Ginanjar

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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.