FOREWORD

Thank you God for Your blessings and guidance during the creation and

completion of this thesis.

This thesis, titled “THE PORTRAYAL OF WOMEN: A CASE STUDY

OF INDONESIAN TELEVISION’S DETERGENT COMMERCIALS” is written

as a partial fulfillment for the requirement to obtain the Bachelor’s Degree in

Communication from the Faculty of Social and Political Sciences in Universitas

Pelita Harapan, Karawaci.

Without the help and support from advisors, friends, and family, this final

project would not have been completed on time. Due to that, the author expresses

her gratitude and appreciation towards the following individuals:

1) God, for the blessings and guidance that You have given me, helping me

complete the final project.

2) Prof. Aleksius Jemadu, Ph.D., as the Dean of the Faculty of Social and

Political Sciences.

3) Dr. Naniek N. Setijadi, S.Pd., M.Si., as the Associate Dean of the

Communication Department, and for being there when I needed support and

scolding.

4) Dr. Benedictus A. Simangunsong, S.Ip., M.Si., for advising and guiding me

throughout the creation and completion of the final project, and for not giving

up on me even when I was gone for weeks on end.

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5) Ms. Magdalena Lestari Ginting, S. Sos., MPA., M.I.Kom., for being

supportive of me, helping me whenever I needed help. Thank you for

worrying about my sidang and helping me sort out my FLA class!

6) Dr. Dra. Desideria L. D. Suwu Leksmono, M.Si., for guiding me towards the

direction I wanted to go in the creation of Chapter 1 last semester, and for

being upfront when I was going the wrong way.

7) Ms. Agustin Diana Wardaningsih, S.E., M.I.Kom., as the coordinator of the

final project, and being so considerate and helpful in helping me sort out my

administrative problems.

8) All the lecturers and staff of the Department of Communications who have

helped in the completion of the final project.

9) My family, Erdinaly Ng, Martin Luther, Melissa Octavia, Calvina Martin, and

Tyson Tan, for being there when I needed food, support, and a punching bag.

10) Naomi, Agnes, and Olive, in helping me and reminding me to work on my

thesis.

11) DIFTD for providing companionship and emotional support whenever I

needed it.

12) My high school friends Christy, John, Timothy, Alvin, Calvin, Hartini,

Philmon, and everyone else who I forgot to mention, for providing me

emotional support and distractions when I needed it.

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TABLE OF CONTENTS

TITLE PAGE.………………………………………………………………..

FINAL PROJECT AUTHENTICITY STATEMENT..……………………

ADVISOR’S APPROVAL SHEET..………………………………………..

EXAMINER’S APPROVAL AGREEMENT..……………………………..

ABSTRACT..………………………………………………………………...

ABSTRAK.…………………………………………………………………..

FOREWORD………………………………………………………………..

TABLE OF CONTENTS.…………………………………………………...

LIST OF FIGURES.………………………………………………………...

LIST OF TABLES.…………………………………………………………..

LIST OF APPENDICES.……………………………………………………

CHAPTER 1 — INTRODUCTION………………………………………..

1.1 Research Background…………………………………………..

1.2 Problem Identification.…………………………………………

1.3 Research Question……………………………………………...

1.4 Purpose………………………………………………………….

1.5 Academic Significance………………………………………….

1.6 Practical Significance…………………………………………...

CHAPTER 2 — RESEARCH SUBJECT………………………………….

2.1 Indonesian Detergent Brands and its Commercials…………….

2.1.1 PT Unilever Tbk and Rinso…………………………….

2.1.2 PT Kao Indonesia and Attack…………………………..

2.1.3 PT Wings Surya Surabaya and Daia……………………

2.1.4 Brand Comparison.……………………………………..

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CHAPTER 3 — LITERATURE REVIEW………………………………..

3.1 Theoretical Framework…………………………………………

3.1.1 Semiotics………………………………………………..

3.1.2 The Saussurean Model of Semiotics……………………

3.1.3 Roland Barthes’ Semiotics……………………………...

3.2 Conceptual Framework…………………………………………

3.2.1 Communication and Mass Communication…………….

3.2.2 Mass Media and Culture………………………………..

3.2.3 The Television and Women’s Roles in Media…………..

3.2.4 Past Research…………………………………………...

3.3 Framework of Thought…………………………………………

CHAPTER 4 — METHODOLOGY……………………………………….

4.1 Paradigm and Method…………………………………………..

4.1.1 Paradigm………………………………………………..

4.1.2 Method………………………………………………….

4.2 Data Gathering………………………………………………….

4.3 Data Analysis.…………………………………………………..

4.4 Validity and Reliability of Data………………………………...

4.5 Data Analysis Procedure………………………………………..

CHAPTER 5 — DATA ANALYSIS.………………………………………..

5.1 Results…………………………………………………………..

5.1.1 Rinso — Ayo Berani Kotor!…………………………….

5.1.2 Attack — Attack Easy!………………………………….

5.1.3 Daia — Bersih All Out, Warna Stand Out!……………..

5.2 Discussion………………………………………………………

5.2.1 Woman as a Homemaker.……………………………….

5.2.2 Woman as a Domestic Goddess.………………………..

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5.2.3 Woman as a representation of Youth and Beauty……….

5.2.4 Woman as “Jeng”……………………………………….

5.2.5 Woman as Loving Mothers……………………………..

CHAPTER 6 — CONCLUSION AND SUGGESTIONS..………………..

6.1 Conclusion.……………………………………………………..

6.2 Suggestions……………………………………………………..

REFERENCES………………………………………………………………

APPENDICES……………………………………………………………….

CURRICULUM VITAE…………………………………………………….

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LIST OF FIGURES

Figure 1.1 Golly, Mis’ Maria.………………………………………………..

Figure 1.2 Merries.…………………………………………………………...

Figure 1.3 Ariel Detergent…………………………………………………..

Figure 1.4 Pot Noodle………………………………………………………..

Figure 2.1 Rinso Detergent………………………………………………….

Figure 2.2 Attack Detergent…………………………………………………

Figure 2.3 Every Mother’s Needs.…………………………………………..

Figure 2.4 Daia Detergent.…………………………………………………..

Figure 3.1 Saussure’s Model of Sign.………………………………………..

Figure 3.2 Osgood-Schramm Model of Communication…………………..

Figure 3.3 Framework of Thought………………………………………….

Figure 5.1 Domestic Goddesses.……………………………………………..

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LIST OF TABLES

Table 1.1 Price Comparison between Rinso, Attack, and Daia……………

Table 5.1 Rinso — Ayo Berani Kotor!..……………………………………..

Table 5.2 Attack — Attack Easy!……………………………………………

Table 5.3 Daia — Bersih All Out, Warna Stand Out!.……………………..

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LIST OF APPENDICES

APPENDIX A

Lembar Monitoring Bimbingan Tugas Akhir.………………………………...

CD with the Rinso, Attack, and Daia Advertisements……………………….

A-1

A-2

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