Abstract

Television advertising is one of the most effective and efficient communication media as a medium to market the products and image of a company. But today many television commercials featuring scenes and words that are less profanity with the impression of ‘sex’ in it. But it turns out that selling sex through advertising is nothing new, sex appeal has an early appeal and can last a long period of time. And now there are also many ads featuring women by showing sexiness, nudity and valuable parts of the body. In essence many women are represented in stereotypes that tend to undermine the position of women in the presence of men. One of the ads that use women as one of the media for the message is the New Era Boots ads. Advertisements that aired only a few days in 5 national television stations namely Trans TV, Trans 7, TV One, Metro Tv and Indosiar finally revoked after receiving a reprimand from the KPI on February 16, 2015 ago. The ads show scenes that can be considered quite erotic and less feasible. The advertisement contains the sensuality and impression of less profanity that is considered to contain elements of pornography. The author uses semiotics analysis in order to explore the social and linguistic significance of the film, both verbal and nonverbal. Semiotics in this study itself using the approach through the idea of two-stage signification Roland Barthes (two order of signification). Researchers also want to know how the representation of female sensuality in the ad. Using qualitative research methodology is observing New Era Boots advertisement to obtain the required data.

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