Iklan Rokok Elektrik Sampoerna IQOS Dalam Kajian Feminitas

Jalung Wirangga Jakti; Kinanthi Raras Satuti

doi:10.34148/artika.v9i1.1252

Authors

Jalung Wirangga Jakti Institut Seni Indonesia Yogyakarta
Kinanthi Raras Satuti Universitas Gajah Mada

DOI:

https://doi.org/10.34148/artika.v9i1.1252

Keywords:

Iklan, Rokok IQOS, Sinematografi, Televisi, Feminitas

Abstract

Feminitas dalam iklan rokok elektrik Sampoerna IQOS episode A World of Flavor dikaji dalam penelitian ini melalui pendekatan sinematografi dan teori Femininity Ideology Scale (FIS) dari Levant et al. (2017). Objek analisis mencakup elemen visual seperti warna, pencahayaan, gerakan kamera, narasi, dan simbolisme yang digunakan untuk membentuk citra feminin. Metode yang digunakan adalah analisis visual berdasarkan teori Gillian Rose dan skema monaco, serta pengukuran lima dimensi feminitas menurut FIS: Stereotypic Image and Activities, Dependency/Deference, Purity, Caretaking, dan Emotionality. Hasil menunjukkan bahwa kelima dimensi tersebut direpresentasikan secara visual dan naratif melalui penggunaan warna pastel, transisi halus, musik latar lembut, serta simbol bunga. Representasi ini mencerminkan kelembutan, keanggunan, dan emosionalitas yang selaras dengan ideologi feminitas modern. Iklan ini berhasil memadukan nilai feminin tradisional dan kontemporer, sekaligus mencerminkan perubahan dalam cara feminitas divisualisasikan di industri periklanan. Namun, penelitian juga menyoroti pentingnya aspek etika dalam representasi gender pada iklan produk berisiko. Secara keseluruhan, penelitian ini memberikan wawasan baru tentang dinamika antara estetika, gender, dan komunikasi visual dalam iklan modern.

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