THE REPRESENTATION OF ACHIEVEMENT IN “ GIL L ETTE ” TELEVIS I ON ADVERTISEMENTS

Abstract

This study aims to analyze the representation of achievement in seven versions of Gillette television advertisements and reveal the ideology which is reflected in such representation. The data are seven versions of Gillette television advertisements which are broadcasted in worldwide from 2012 until 2016. The theories employed in this study are Barthes‟s orders of signification (1957) and Dyer‟s visual element theory (1996). The analysing of the study portray that the achievements represented in the seven versions of Gillette television advertisements, are reflected through three visual element namely actor, setting, and prop (property): (1) Handsomeness and attractive is represented by main actors and additional actors. They wear casual clothes which represented informality, and others reflected modernity, professionalism, gentlemen, and cleanliness. Whereas, the choices of color of clothing which perceived as the positive characteristics of success people in reaching an achievement; (2) the choices of setting which take place indoors represent that the success people in reaching an achievement need some supporting elements such as hygiene behaviour, healthy, and fresh condition. The choices of setting take place outdoors represent that success people also require a place of recognition of an achievement in a competition such as sport field, and (3) the choices of property portray that success people in reaching an achievement need discipline attitude. They also love to relax and make fun activity. In terms of ideology, this study showed an ideology behind such representation, namely masculinity.