Gender Portrayal In Indonesian Detergent Advertisement

The gender imbalance toward the female in household is something that occurs in
the past until now among the Indonesian. The gender imbalance was occurs
because the existing male domination toward female. Actually, the female was
inflicted from this domination, until occur the imbalance in household’s work
sharing, which is male or husband was always placed at above female or wife.
Gender in advertisement there were that disagreement in respect of male and
female among who behavior on consumer difference portrayal men and women
in the attitude of the gender role. This research aims to analyze gender portrayal in
Indonesian detergent advertisement. This study used gender theory from John
Money (1955). The technique of analyzing the data applied the theory Thematic
analysis from Clark and Braun (2006) with research design qualitative. From 18
data found that male participated in 7 advertisement in detergent with the
percentages (39%) and woman involved in 18 in detergent advertisement with the
percentages (100%). It showed that male only attend in seven advertisement while
female participated overall in detergent advertisement. This study found that
gender study can be applied in analyzing gender portrayal detergent
advertisement. In conclusion, laundry is a domestic work doing women activity.
For the readers this research , it is suggested to know more about the newest
gender study John Money modes used by previous research.