IDEOLOGI PATRIARKI PADA IKLAN BIBIT VERSI “SUARA HATI GENERASI SANDWICH”

Abstract

Advertisement is part of communication because advertising is the process of delivering messages. Advertisement pursues to inform, persuade, convince, and convey an idea or ideology to the audience. Bibit through the "Suara Hati Generasi Sandwich '' version of the advertisement conveys the message through a set of signs used in building the storyline of the ad to attract the attention of the audience. Based on that, the purpose of this research is to find out the message or ideology contained in the advertisement. This research uses qualitative methods. The theory used to analyze the data is Roland Barthes' semiotics by identifying the meaning of denotation, connotation, and myth. The results of this research found three main myths, namely: 1) Bibit products can provide prosperity for its users; 2) The sandwich generation is defined as a generation that experiences financial problems; 3) Diligently investing or saving is considered can be free from financial problems in the future. Patriarchal ideology is also found in this advertisement that depicted through characters in the advertisement