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"[ABSTRAKArtikel ini fokus pada representasi gender dalam iklan terutama iklan komersial di televisil. Secara khusus, saya menganalisis bagaimana gambaran Kim Kardashian dalam iklan ?The Cranberry Apple Walnut Chicken salad? pada tahun 2009 oleh Carl?s Jr. Saya meneliti makna keunikan iklan ini yang menggunakan Kim Kardashian sebagai model seksi. Keseksian tubuh, pakaian, dan gerakan yang sensual dari model digunakan untuk membahas gambaran dan pesan tersembunyi yang ditunjukan oleh iklan. Dengan menggunakan teori gender advertisements oleh Goffman, iklan Carl?s Jr. menunjukkan ambivalen terhadap stereotip perempuan yang dibangun oleh masyarakat. Di satu sisi wanita dalam iklan digunakan sebagai model untuk menjual produk makanan. Di sisi lain, iklan digunakan sebagai pemasaran seks yang sensual.

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ABSTRACTThis article is focused on gender representation in advertisements, mainly in commercial television advertisements. In particular, I analyze how the image of Kim Kardashian is used in this ad ?The Cranberry Apple Walnut Chicken salad? in 2009 by Carl?s Jr. advertising. I examine the meaning of the uniqueness of this ad which is the usage of a sexy model, Kim Kardashian. The model?s sexiness, her clothing, and her sensual movements are used to examine a portrayal of hidden messages brought across by the advertisements. By using the Goffman?s theory of gender advertisements, Carl?s junior advertising shows an ambivalent attitude towards women gender stereotyping which is constructed by society. On the one hand the woman in the ad is used as model to sell the food product. On the other hand, the ad is used provocatively as sex sensual marketing., This article is focused on gender representation in advertisements, mainly in commercial television advertisements. In particular, I analyze how the image of Kim Kardashian is used in this ad “The Cranberry Apple Walnut Chicken salad” in 2009 by Carl’s Jr. advertising. I examine the meaning of the uniqueness of this ad which is the usage of a sexy model, Kim Kardashian. The model’s sexiness, her clothing, and her sensual movements are used to examine a portrayal of hidden messages brought across by the advertisements. By using the Goffman’s theory of gender advertisements, Carl’s junior advertising shows an ambivalent attitude towards women gender stereotyping which is constructed by society. On the one hand the woman in the ad is used as model to sell the food product. On the other hand, the ad is used provocatively as sex sensual marketing.]"

"Iklan memiliki peran sentral dalam merefleksikan dan mengonstruksi realitas masyarakat. Di Indonesia, iklan seringkali menampilkan bias gender yang berimplikasi negatif pada langgengnya kultur patriarki di masyarakat. Meskipun telah ada upaya hukum dan etika periklanan, permasalahan ini masih berlanjut karena budaya patriarki terus diproduksi dan direproduksi melalui iklan, media, dan masyarakat. Penulis melihat pentingnya sarana untuk meminimalisasi bias gender yang terjadi, salah satunya melalui penerapan pedagogi feminis bagi calon pengiklan. Sejumlah studi di negara-negara maju menunjukkan bahwa pedagogi feminis dapat menjadi instrumen kunci untuk mewujudkan kesetaraan gender dalam praktik periklanan, terutama sebagai sarana sosialisasi preventif.

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Advertising plays a central role in reflecting and constructing societal reality. In Indonesia, advertisements often portray gender bias, negatively impacting the perpetuation of patriarchal culture. Despite legal and ethical efforts in advertising, the issue persists as patriarchal culture continues to be produced and reproduced through advertisements, media, and society. The author recognizes the importance of tools to minimize gender bias, including the application of feminist pedagogy for prospective advertisers. Numerous studies in developed countries indicate that feminist pedagogy can be a key instrument in achieving gender equality in advertising practices, particularly as a preventive socialization tool."