Real Reviews, Real Roles: A Semiotic-Feminist Analysis of Frida Baby's NoseFrida Advertisement

Ikram, Wahyuni (2025) Real Reviews, Real Roles: A Semiotic-Feminist Analysis of Frida Baby's NoseFrida Advertisement. S2 thesis, Universitas Jambi.

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Abstract

This thesis explores the intersection of gender, media, and consumer culture through a semiotic-feminist analysis of Frida Baby Presents Real Reviews: NoseFrida Edition, a contemporary parenting advertisement. Drawing from Roland Barthes’ semiotic theory (1972) and feminist media critique, the study decodes the advertisement’s visual and verbal signs at three levels of meaning: denotation, connotation, and myth. It investigates how caregiving roles—particularly motherhood and fatherhood—are constructed, challenged, or reinforced within the 30-second ad. The analysis reveals that the advertisement employs emotional realism, humor, and raw depictions of parenting to subvert traditional portrayals of idealized, sanitized motherhood. At the same time, it presents more inclusive representations of paternal involvement and shared emotional labor. These findings suggest that the ad negotiates postfeminist sensibilities by blending authenticity with consumer appeal, thus promoting feminist agency and resistance while remaining embedded in brand culture. Ultimately, the study positions advertising not merely as a commercial tool, but as a cultural text that participates in the ideological shaping of gender roles in contemporary society.

Type: Thesis (S2)
Subjects: P Language and Literature > P Philology. Linguistics
Divisions: Fakultas Keguruan dan Ilmu Pendidikan > Pendidikan Bahasa Inggris
Depositing User: Ikram
Date Deposited: 09 Jul 2025 02:00
Last Modified: 09 Jul 2025 02:00
URI: https://repository.unja.ac.id/id/eprint/82029

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