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THE WOMEN REPRESENTATION IN DETERGENT PRODUCT PACKAGING DESIGNS : Visual Analysis of Detergent Product Packaging Design

机译：洗涤剂产品包装设计中的妇女代表：洗涤剂产品包装设计的视觉分析。

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Over time, gender representation in discourse such as media becomes an issue of human’s live, for it often portrays gender stereotypes, in which the image of men and women are represented to be different. Therefore, the present study entitled The Women Representation in Detergent Product Packaging Designs aims to investigate how women are represented in detergent product packaging designs. The present study also aims to reveal the hidden ideology behind its representations. The data used to analyze are four selected packages of detergent product of PT. Kao, namely Attack Softener, Attack Clean-Maximizer, Attack Color and Attack Easy. Doing the study, Social Semiotics theory on Reading Image: the Grammar of Visual Design proposed by Kress and van Leeuwen (2006) is an appropriate approach to support analysis of the data. The model is supported by three metafunctions of Halliday’s Systemic Functional Linguistics (SFL) in terms of visual grammar. Following the model, the present study aims to investigate how women are represented in visual images regarding representational and interactive meaning analyses. Meanwhile, Barthes’ framework of signification order is applied to reveal the ideology behind its representations by investigating denotative and connotative meaning. In representational meaning analysis, the present study analyzes narrative structure regarding participants, actions processes and circumstances and conceptual structure regarding symbolical and analytical processes to be identified. In interactive meaning analysis, the present study focuses on analyzing contact, camera distance and camera angle. The results of the study show that the women representation in the visual images of detergent product packaging designs is seen through actions and attributes of the women illustrated. The results demonstrate that the women are mostly represented as feminine, tender, motherhood, mature, independent, warm, loving, caring, beautiful, attractive, friendly and happy. While, the ideology is conveyed through several ways including media codes such as fashion codes, color codes and non-verbal codes. After analyzing the data, to conclude that the ideology of femininity is strong shown.
机译：随着时间的流逝，诸如媒体之类的话语中的性别代表性已成为人类生活中的一个问题，因为它常常刻画性别刻板印象，其中男人和女人的形象代表不同。因此，本研究的标题为“洗涤剂产品包装设计中的女性代表”旨在研究洗涤剂产品包装设计中如何代表女性。本研究还旨在揭示其表象背后的隐藏意识形态。用于分析的数据是PT洗涤剂产品的四个选定包装。花王，即攻击柔顺剂，攻击清洁最大化剂，攻击颜色和攻击容易。在进行这项研究时，Kress和van Leeuwen（2006）提出的“阅读图像的社会符号学理论：视觉设计语法”是支持数据分析的一种合适方法。在视觉语法方面，该模型由Halliday的系统功能语言学（SFL）的三个元功能支持。遵循该模型，本研究旨在调查有关代表性和互动意义分析的视觉图像中女性的代表情况。同时，巴特斯（Barthes）的指称顺序框架通过研究象征性和暗示性含义来揭示其表示背后的意识形态。在代表性意义分析中，本研究分析了与参与者，行动过程和情况有关的叙事结构，以及与待识别的符号和分析过程有关的概念结构。在交互式意义分析中，本研究着重于分析接触，相机距离和相机角度。研究结果表明，通过所示妇女的行为和属性可以看出洗涤剂产品包装设计视觉图像中的妇女形象。结果表明，女性主要表现为女性，温柔，母亲，成熟，独立，热情，有爱心，有爱心，美丽，迷人，友好和幸福。同时，意识形态通过多种方式传达，包括时尚代码，颜色代码和非语言代码等媒体代码。在分析数据之后，可以得出结论，强烈表明了女性意识形态。

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    Aryani Dinda;

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  • 年度 2012
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