REPRESENTATION OF POSTFEMINIST VALUES IN THREE AXE TV COMMERCIALS.
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REPRESENTATION OF POSTFEMINIST VALUES IN
THREE AXE TV COMMERCIALS
THESIS
Submitted as Partial Fulfillment of Requirements
for Sarjana Sastra Degree of English Department
Faculty of Letters and Fine Arts
By:
Astaria Purwaningrum
C0306016
ENGLISH DEPARTMENT
FACULTY OF LETTERS AND FINE ARTS
SEBELAS MARET UNIVERSITY
2014
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MOTTO
“Always be yourself. Unless you can be someone
smarter, or prettier, or richer, then you should
definitely be them.”
(my dearest father)
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DEDICATION
For myself,
my family
and American Studies scholars
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ACKNOWLEDGEMENTS
First and foremost, Thank God, Allah SWT for His mercy and
health so that I can accomplish writing this thesis. Throughout the journey,
there are many people who contribute directly or indirectly to this thesis.
To them, I can only express my deepest gratitude.
I want to thank Drs. Agus Hari Wibowo, M.A., Ph.D, the Head of
English Department, for giving me permission to conduct a research on this
topic and helping me with my problems in administration. I want to thank
all English Department’s lectures, especially the American Studies’
lecturers for giving me valuable knowledge.
It is with my utmost gratitude that I acknowledge the help and
support of Miss Karunia Purna K., S.S., M.Si, who is my thesis supervisor.
Miss Karunia Purna puts great effort and patience to improving the quality
of this research. It has been a great honor for me to be mentored by her. I
learned so many things when I had discussions with her. Thank you for
sharing your knowledge and for helping me to accomplish this thesis Miss.
I will not finish writing this thesis without the prayers and support
from my family. I want to thank my mother who always called me on the
phone every single day asking “when you are going to graduate?” and to
my dearest father thank you for being the best father for me, you are such a
great inspiration. For my sisters, Arin and Ana, this thesis is also dedicated
to you both. I hope you two will be happy for what I have accomplished. I
also want to thank to my cats, little did they know that they mean a lot to
commit
me. To Colby (or Molly) thank
youtoforuser
always being there for me.
vii
perpustakaan.uns.ac.id
digilib.uns.ac.id
I would also like to thank my friends in American Studies class
2006. They shared their time and knowledge with me. It was a great honor
for me to know you all. I want to say my biggest thanks to Kiki for being
such the best friend who always supporting and helping me. Every piece of
his advice about this thesis is so useful that moves the thesis forward. To
Wulan, I hope you can see me from up there that I finally finish it. I want to
thank to Wisnu, Cindi, Lala, Dila, and the other Dila, Vika, Bimo, Vendra,
for the warm friendship, love and supports.
I also had very amazing years as a student of English Department
class 2006 whose names cannot be mentioned one by one, I only want to
say that I am grateful to belong in this family. I also sincerely appreciate
my seniors and juniors in English Department who also support and pray
for me to finish this thesis.
I specially thank Jimmy for the continuous support and for always
virtually accompanying me when writing this thesis late at night. Your
jokes always release stress.
Surakarta, April 23, 2014
Astaria Purwaningrum
commit to user
viii
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TABLE OF CONTENTS
COVER ...........................................................................................................
i
APPROVAL BY THESIS CONSULTANT ...................................................
ii
APPROVAL BY BOARD OF EXAMINERS ................................................
iii
PRONOUNCEMENT ......................................................................................
iv
MOTTO ...........................................................................................................
v
DEDICATION .................................................................................................
vi
ACKNOWLEDGMENT .................................................................................
vii
TABLE OF CONTENTS ................................................................................
ix
ABSTRACT .....................................................................................................
xi
ABSTRAK…………………………………………………………………. ..
xii
CHAPTER I: INTRODUCTION .....................................................................
1
A. Research Background ...........................................................................
1
B. Scope of Study .....................................................................................
8
C. Research Questions .............................................................................
8
D. Objectives of the Study ........................................................................
8
E. Benefits of the Study ...........................................................................
9
F. Research Methodology .........................................................................
9
G. Theoretical Approach ...........................................................................
12
H. Thesis Organization..............................................................................
16
CHAPTER II: LITERATURE REVIEW ........................................................
18
A. Postfeminism in America .....................................................................
18
B. Women In American Tv Commercial from 20th Century
until present time ..................................................................................
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C. Semiotics Theory..................................................................................
29
D. The Basic Terminology in Cinematography ........................................
33
CHAPTER III: DISCUSSION ........................................................................
38
A. Postfeminist women: promoting women’s right on sexual pleasure and
freedom of self expression in AXE TWIST (2010): “Women get bored
easily. New Axe Twist - the fragrance that changes.” ........................
38
B. Woman’s freedom to control her body and sexuality in AXE Excite:
Even Angels Will Fall (2012) ............................................................
45
C. Individual Empowerment of Women in AXE Black Chill (2013): “
Women have been getting hotter and hotter, which has been causing guys
to lose their cool. Keep your cool with the Axe Chill Collection” .....
52
CHAPTER IV: CONCLUSION AND RECOMMENDATION .....................
61
A. Conclusion ...........................................................................................
61
B. Recommendation .................................................................................
64
BIBLIOGRAPHY ............................................................................................
66
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ABSTRACT
Astaria Purwaningrum. C0306016. Representation of Postfeminist
Values in Three AXE Tv Commercials. Undergraduate Thesis. Faculty
of Letters and Fine Arts. Sebelas Maret University.
This research’s objective is to reveal the postfeminism values
embraced by the female models in three AXE Tv commercials which aired
in America. It will explain how AXE Tv commercials construct the image
of the female models which conveys positive messages and how it
represents postfeminism in America.
This research is a descriptive qualitative research that takes three of
AXE Tv commercials as its source of data. The primary data consist of
characters, visual images, setting, costume and other cinematographic
elements. It is supported with secondary data consisted of books, reviews,
journal articles and other related references.
This research is conducted in American studies framework. Thus, it
incorporates various disciplines in the forms of theory and approach in
analyzing the commercials. It incorporates semiotics theory, socio-cultural
approach and also postfeminism theory in answering the research question.
After conducting the research, it is found that female characters
analyzed in the commercials are constructed as postfeminist women.
Female characters in these commercials are shown as women that
represent Girl Power value as this value is the central strand of
postfeminism. This value empowers them to be more independent,
sexually expressive and full control of their own body. They challenge the
traditional values of femininity in society such as submission, passivity,
and vulnerability. These values embraced by the female characters in the
commercials represent postfeminism which gives a big influence to many
women in America in the way they behave and think nowadays.
Keywords: Girl Power, popular culture, sociocultural, advertisement,
postfeminism, AXE commercial
commit to user
xi
perpustakaan.uns.ac.id
digilib.uns.ac.id
ABSTRAK
Astaria Purwaningrum. C0306016. Representation of Postfeminist
Values in Three AXE Tv Commercials. Skripsi. Fakultas Sastra dan Seni
Rupa. Universitas Sebelas Maret.
Tujuan dari penelitian ini adalah untuk mengungkap nilai-nilai
posfeminisme yang terdapat didalam karakter-karakter perempuan didalam
tiga iklan televisi AXE yang tayang di Amerika. Penelitian ini akan
menjelaskan bagaimana iklan televisi AXE membangun citra perempuan
yang didalamnya terdapat pesan positif dan bagaimana hal ini mewakili
posfeminisme di Amerika
Penelitian ini menggunakan metode deskriptif kualitatif dan
mengambil tiga iklan televisi AXE sebagai sumber data. Data utama terdiri
dari karakter, gambar visual, setting, kostum, dan elemen sinematografi
lainnya. Data utama ini didukung oleh data kedua atau data pendukung
yang terdiri dari buku-buku, artikel, jurnal, dan berbagai refrensi yang
terkait.
Penelitian ini dilaksanakan dibawah lingkup kajian Amerika. Oleh
karena itu penelitian ini menggabungkan berbagai macam disiplin ilmu
dalam bentuk teori dan pendekatan untuk menganalisa iklan-iklan ini.
Penelitian ini menggabungkan teori semiotik, pendekatan sosial-budaya,
dan juga teori postfeminsime untuk menjawab rumusan masalah.
Setelah penelitian ini dilakukan, ditemukan bahwa karakter
perempuan yang sudah dianalisa didalam iklan televisi AXE ini
terkosnstruksi sebagai perempuan postfeminis. Karakter perempuan
didalam iklan ini menunjukan mereka mempunyai Girl Power atau
kekuatan seorang perempuan yang mana nilai Girl Power ini adalah bagian
terpenting dari sebuah postfeminisme. Nilai ini memberikan kekuatan pada
mereka untuk menjadi lebih mandiri, lebih ekspresif secara seksual, dan
punya control penuh terhadap diri atau tubuh mereka sendiri. Mereka
menolak nilai-nilai kewanitaan yg masih tradisional didalam masyarakat
seperti pasrah, pasif, dan rentan. Nilai-nilai yang dimiliki karakter-karakter
wanita di dalam iklan-iklan ini menunjukan sebuah postfeminisme yang
memberikan pengaruh besar kepada banyak wanita di Amerika didalam
cara mereka berpikir dan berkelakuan dimasa sekarang.
Kata kunci: Girl Power,
postfeminisme, iklan AXE
budaya
popular,
sosial-budaya,
iklan,
commit to user
xii
digilib.uns.ac.id
REPRESENTATION OF POSTFEMINIST VALUES IN
THREE AXE TV COMMERCIALS
THESIS
Submitted as Partial Fulfillment of Requirements
for Sarjana Sastra Degree of English Department
Faculty of Letters and Fine Arts
By:
Astaria Purwaningrum
C0306016
ENGLISH DEPARTMENT
FACULTY OF LETTERS AND FINE ARTS
SEBELAS MARET UNIVERSITY
2014
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MOTTO
“Always be yourself. Unless you can be someone
smarter, or prettier, or richer, then you should
definitely be them.”
(my dearest father)
commit to user
v
perpustakaan.uns.ac.id
digilib.uns.ac.id
DEDICATION
For myself,
my family
and American Studies scholars
commit to user
vi
perpustakaan.uns.ac.id
digilib.uns.ac.id
ACKNOWLEDGEMENTS
First and foremost, Thank God, Allah SWT for His mercy and
health so that I can accomplish writing this thesis. Throughout the journey,
there are many people who contribute directly or indirectly to this thesis.
To them, I can only express my deepest gratitude.
I want to thank Drs. Agus Hari Wibowo, M.A., Ph.D, the Head of
English Department, for giving me permission to conduct a research on this
topic and helping me with my problems in administration. I want to thank
all English Department’s lectures, especially the American Studies’
lecturers for giving me valuable knowledge.
It is with my utmost gratitude that I acknowledge the help and
support of Miss Karunia Purna K., S.S., M.Si, who is my thesis supervisor.
Miss Karunia Purna puts great effort and patience to improving the quality
of this research. It has been a great honor for me to be mentored by her. I
learned so many things when I had discussions with her. Thank you for
sharing your knowledge and for helping me to accomplish this thesis Miss.
I will not finish writing this thesis without the prayers and support
from my family. I want to thank my mother who always called me on the
phone every single day asking “when you are going to graduate?” and to
my dearest father thank you for being the best father for me, you are such a
great inspiration. For my sisters, Arin and Ana, this thesis is also dedicated
to you both. I hope you two will be happy for what I have accomplished. I
also want to thank to my cats, little did they know that they mean a lot to
commit
me. To Colby (or Molly) thank
youtoforuser
always being there for me.
vii
perpustakaan.uns.ac.id
digilib.uns.ac.id
I would also like to thank my friends in American Studies class
2006. They shared their time and knowledge with me. It was a great honor
for me to know you all. I want to say my biggest thanks to Kiki for being
such the best friend who always supporting and helping me. Every piece of
his advice about this thesis is so useful that moves the thesis forward. To
Wulan, I hope you can see me from up there that I finally finish it. I want to
thank to Wisnu, Cindi, Lala, Dila, and the other Dila, Vika, Bimo, Vendra,
for the warm friendship, love and supports.
I also had very amazing years as a student of English Department
class 2006 whose names cannot be mentioned one by one, I only want to
say that I am grateful to belong in this family. I also sincerely appreciate
my seniors and juniors in English Department who also support and pray
for me to finish this thesis.
I specially thank Jimmy for the continuous support and for always
virtually accompanying me when writing this thesis late at night. Your
jokes always release stress.
Surakarta, April 23, 2014
Astaria Purwaningrum
commit to user
viii
perpustakaan.uns.ac.id
digilib.uns.ac.id
TABLE OF CONTENTS
COVER ...........................................................................................................
i
APPROVAL BY THESIS CONSULTANT ...................................................
ii
APPROVAL BY BOARD OF EXAMINERS ................................................
iii
PRONOUNCEMENT ......................................................................................
iv
MOTTO ...........................................................................................................
v
DEDICATION .................................................................................................
vi
ACKNOWLEDGMENT .................................................................................
vii
TABLE OF CONTENTS ................................................................................
ix
ABSTRACT .....................................................................................................
xi
ABSTRAK…………………………………………………………………. ..
xii
CHAPTER I: INTRODUCTION .....................................................................
1
A. Research Background ...........................................................................
1
B. Scope of Study .....................................................................................
8
C. Research Questions .............................................................................
8
D. Objectives of the Study ........................................................................
8
E. Benefits of the Study ...........................................................................
9
F. Research Methodology .........................................................................
9
G. Theoretical Approach ...........................................................................
12
H. Thesis Organization..............................................................................
16
CHAPTER II: LITERATURE REVIEW ........................................................
18
A. Postfeminism in America .....................................................................
18
B. Women In American Tv Commercial from 20th Century
until present time ..................................................................................
commit to user
26
ix
perpustakaan.uns.ac.id
digilib.uns.ac.id
C. Semiotics Theory..................................................................................
29
D. The Basic Terminology in Cinematography ........................................
33
CHAPTER III: DISCUSSION ........................................................................
38
A. Postfeminist women: promoting women’s right on sexual pleasure and
freedom of self expression in AXE TWIST (2010): “Women get bored
easily. New Axe Twist - the fragrance that changes.” ........................
38
B. Woman’s freedom to control her body and sexuality in AXE Excite:
Even Angels Will Fall (2012) ............................................................
45
C. Individual Empowerment of Women in AXE Black Chill (2013): “
Women have been getting hotter and hotter, which has been causing guys
to lose their cool. Keep your cool with the Axe Chill Collection” .....
52
CHAPTER IV: CONCLUSION AND RECOMMENDATION .....................
61
A. Conclusion ...........................................................................................
61
B. Recommendation .................................................................................
64
BIBLIOGRAPHY ............................................................................................
66
commit to user
x
perpustakaan.uns.ac.id
digilib.uns.ac.id
ABSTRACT
Astaria Purwaningrum. C0306016. Representation of Postfeminist
Values in Three AXE Tv Commercials. Undergraduate Thesis. Faculty
of Letters and Fine Arts. Sebelas Maret University.
This research’s objective is to reveal the postfeminism values
embraced by the female models in three AXE Tv commercials which aired
in America. It will explain how AXE Tv commercials construct the image
of the female models which conveys positive messages and how it
represents postfeminism in America.
This research is a descriptive qualitative research that takes three of
AXE Tv commercials as its source of data. The primary data consist of
characters, visual images, setting, costume and other cinematographic
elements. It is supported with secondary data consisted of books, reviews,
journal articles and other related references.
This research is conducted in American studies framework. Thus, it
incorporates various disciplines in the forms of theory and approach in
analyzing the commercials. It incorporates semiotics theory, socio-cultural
approach and also postfeminism theory in answering the research question.
After conducting the research, it is found that female characters
analyzed in the commercials are constructed as postfeminist women.
Female characters in these commercials are shown as women that
represent Girl Power value as this value is the central strand of
postfeminism. This value empowers them to be more independent,
sexually expressive and full control of their own body. They challenge the
traditional values of femininity in society such as submission, passivity,
and vulnerability. These values embraced by the female characters in the
commercials represent postfeminism which gives a big influence to many
women in America in the way they behave and think nowadays.
Keywords: Girl Power, popular culture, sociocultural, advertisement,
postfeminism, AXE commercial
commit to user
xi
perpustakaan.uns.ac.id
digilib.uns.ac.id
ABSTRAK
Astaria Purwaningrum. C0306016. Representation of Postfeminist
Values in Three AXE Tv Commercials. Skripsi. Fakultas Sastra dan Seni
Rupa. Universitas Sebelas Maret.
Tujuan dari penelitian ini adalah untuk mengungkap nilai-nilai
posfeminisme yang terdapat didalam karakter-karakter perempuan didalam
tiga iklan televisi AXE yang tayang di Amerika. Penelitian ini akan
menjelaskan bagaimana iklan televisi AXE membangun citra perempuan
yang didalamnya terdapat pesan positif dan bagaimana hal ini mewakili
posfeminisme di Amerika
Penelitian ini menggunakan metode deskriptif kualitatif dan
mengambil tiga iklan televisi AXE sebagai sumber data. Data utama terdiri
dari karakter, gambar visual, setting, kostum, dan elemen sinematografi
lainnya. Data utama ini didukung oleh data kedua atau data pendukung
yang terdiri dari buku-buku, artikel, jurnal, dan berbagai refrensi yang
terkait.
Penelitian ini dilaksanakan dibawah lingkup kajian Amerika. Oleh
karena itu penelitian ini menggabungkan berbagai macam disiplin ilmu
dalam bentuk teori dan pendekatan untuk menganalisa iklan-iklan ini.
Penelitian ini menggabungkan teori semiotik, pendekatan sosial-budaya,
dan juga teori postfeminsime untuk menjawab rumusan masalah.
Setelah penelitian ini dilakukan, ditemukan bahwa karakter
perempuan yang sudah dianalisa didalam iklan televisi AXE ini
terkosnstruksi sebagai perempuan postfeminis. Karakter perempuan
didalam iklan ini menunjukan mereka mempunyai Girl Power atau
kekuatan seorang perempuan yang mana nilai Girl Power ini adalah bagian
terpenting dari sebuah postfeminisme. Nilai ini memberikan kekuatan pada
mereka untuk menjadi lebih mandiri, lebih ekspresif secara seksual, dan
punya control penuh terhadap diri atau tubuh mereka sendiri. Mereka
menolak nilai-nilai kewanitaan yg masih tradisional didalam masyarakat
seperti pasrah, pasif, dan rentan. Nilai-nilai yang dimiliki karakter-karakter
wanita di dalam iklan-iklan ini menunjukan sebuah postfeminisme yang
memberikan pengaruh besar kepada banyak wanita di Amerika didalam
cara mereka berpikir dan berkelakuan dimasa sekarang.
Kata kunci: Girl Power,
postfeminisme, iklan AXE
budaya
popular,
sosial-budaya,
iklan,
commit to user
xii