Representation of Single Father Image in McDonald's: Still My Little Girl Advertisement

Cindy Fransisca Santoso

Abstract


Many advertisements employ gender stereotypes to attract people nowadays. If advertisers continue to employ and display a specific gender in their advertisements, it might lead to gender bias. Through verbal and visual expressions in McDonald's: Still My Little Girl advertisement, this study seeks to discover a depiction of a single father, and he can replace the mother's role in the family. The writer uses semiotic theory and a qualitative approach to analyze the data. The findings indicate that a father who is portrayed as the main character can replace the role of a mother in performing household tasks and dealing with his daughter's sensitive situations.


Keywords


Gender role; Mother role; Advertisement

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References


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Clark, M. A. (2005). Where men are wives and mothers rule: Santería ritual practices and their gender implications. University Press of Florida.

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McDaniel, S. A., Tepperman, L., & Colavecchia, S. (2019). Close relations: An introduction to the sociology of families (6th ed.). Prentice Hall.

R. A. Wienclaw. (2011). Gender Differences: Biology & Culture. In K. C. Smith, et.al. (Eds.), Gender Roles & Equality (pp. 16-23). Salem Press.

Rodgers, S., & Thorson, E. (2019). Advertising theory (2nd ed.). Routledge.




DOI: https://doi.org/10.9744/katakita.10.3.444-449

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