The Image of Gender Constructions In Beverage Brands Advertisement

This study aims to construct gender in Indonesian beverage advertising products based
on Sara Mills' critical discourse analysis theory through the discourse displayed. This
research was conducted with a qualitative method. Where, the source of data in this
study was taken from the visual and contextual in the advertisements. These ads come
from mineral water namely Aqua and Vit brands. The adverts were taken from the
brands' official YouTube channel, which consisted of 8 ad videos. The results of this
study indicate that there are findings of the subject, object, and viewer position in
accordance with Sara Mills' theory. This research also shows how the forms of gender
construction that lead to gender discrimination, injustice and patriarchy that are
accepted by women themselves are displayed in the advertisement.