Abstrak
This research investigates how the AXE’s printed advertisements published in the United States’ from 1990s to 2000s construct the new idea of femininity. The objective of the research is to find out how the long-standing concept of femininity is negotiated by the new concept of femininity portrayed in AXE’s printed advertisements published in the United States’ mass media from the 1990s to 2000s through the models’ appearances. The research uses Judith Butler’s gender performativity theory which focuses on how women’s performance and behavior in the advertisements is depicted to define their gender role. Moreover, Roland Barthes’ semiotic theory also used as a tool to analyze and interpret signs and symbols in the advertisements until it forms a certain meaning that wants to be conveyed to the audience. The signs contained in the advertisement include gazes, colors, shots, and taglines which also function as the aspects of the advertisement forming. The result of the research revealed that the new concept of femininity in AXE’s printed advertisement published in the United States’ mass media from the 1990s to 2000s is about independent women who have power and freedom to control and manage their own life. However, some AXE’s printed advertisements published in the United States’ mass media from the 1990s to 2000s are still portrayed with the concept of traditional womanhood where women depicted as men’s visual pleasure and submissive towards the men.
Keywords: AXE, printed advertisements, feminine stereotype, semiotics theory, gender performativity theory, Roland Barthes.