Pergeseran Konsep Perempuan Dalam Iklan Morinaga Masa Depan Tahun 2025

Abstract

Morinaga’s advertisement titled “Future” is a promotional medium depicting the relationship between mother and child, emphasizing the important role of a mother. The uniqueness of this advertisement lies in its presentation of the mother as the determinant of her child's future. This study aims to reveal the perspectives shaped by the visual representations in Morinaga's “Future” advertisement and their impact on the audience's views of women's position in the family structure. Studies on the representation of women in advertisements often show that women are marginalized and only used as symbols to support male power. This study uses a qualitative descriptive method with The Gaze theory to examine and interpret how the visual meaning and representations in advertisements shape certain views of women. The results of the analysis show that advertisements visually represent social constructs based on patriarchal values, where women are shown only in limited roles in the domestic sphere.