期刊名称：Journal of Theoretical and Applied Information Technology
印刷版ISSN：1992-8645
电子版ISSN：1817-3195
出版年度：2021
卷号：99
期号：20
语种：English
出版社：Journal of Theoretical and Applied
摘要：In the era of social media, advertisements generally create messages in a dramatized format, long duration and serial. With the strategy of wanting to build the involvement of netizens as consumers. Unfortunately, the message created often leads to manipulating the message when highlighting the advantages of the advertised product. Like the Stevia Sweetener ad on YouTube which visualizes the superiority of the product through the personification of the role of women in the domestic sphere. This study analyzes how the myth of women is manipulated by involving consumers to form product awareness. The concept of media strategy and advertising creative strategy is the reference in this research. The analysis was carried out using the semiotic analysis method of Roland Barthes, where through denotative and connotative analysis, the meaning of the myth was carried out. The results of the Stevia Tropicana Slim product advertisement show that there is an affirmation of the values of the role of women who are shackled in a culture that places women's roles in the domestic sphere. Personification here presents two sides of meaning: (1) women are shown to be dominant in their role as wives who regulate husbands to live healthy lives; (2) On the other hand, mythically, advertising actually strengthens women's shackles in domestic affairs. The analysis also finds the myth that advertising represents cultural values of patriarchal ideology. The representation found that what appeared in the SORE Web Series advertisement on YouTube represented gender ideology to support product marketing.
