Male Gaze dalam Iklan Rokok Djarum 76 (Versi Minta Apa…???). (Male Gaze in Djarum 76 Cigarette Ad (Version Minta Apa...???)).

Yuniar, Puput (2024) Male Gaze dalam Iklan Rokok Djarum 76 (Versi Minta Apa…???). (Male Gaze in Djarum 76 Cigarette Ad (Version Minta Apa...???)). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Advertisements often prioritize commercial interests by presenting women as objects because they are an element that can make a profit. Research by Ramadhan (2020) shows that Male Gaze is an approach that can be taken because the target audience of cigarette advertisements is dominantly male. The phenomenon of objectification of women should be examined, considering that cigarette advertisements and women do not have a direct relationship, so researchers assume that the Djarum 76 advertisement version "Minta Apa ...???" is intended to entertain only men. This research is descriptive qualitative with Gillian Rose's visual analysis method: Site of production, site of image itself, and site of audiencing. This objective is to describe how the Male Gaze is represented in DJARUM 76 cigarette advertisement (version MINTA APA...???). Overall, this advertisement represents Male Gaze elements in each scene and how the male-dominated audience interprets the visual objects they see in this advertisement as erotic objects that are able to cause sexual desire in men. Theoretical recommendations are expected that future research with similar topics use Standpoint theory in analyzing Male Gaze. Practical recommendations are expected that similar research objects with a research focus on the impact of Male Gaze on women, gender stereotypes, audience perceptions, and gender discrimination in the media.

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