FEMALE SEXUALITY FOR MALE: THE POWER RELATION OF WOMENIN THE INTIMACY RELATIONSHIP OF THE PARTNER ON TV ADVERTISEMENTS, A SEMIOTIC ANALYSIS

This paper aims to reveal the sexual representation of women in TV advertisements.The method employed in analyzing the advertisements was descriptive with a semiotic approach. The data sources in this paper were texts in TV ads by selecting three commercial products, namely Resik-V, health products, WRP, body care products (diet milk) and Pond's Age Miracle, anti-aging skincare products. The three advertisements raise the couple harmony as their theme (husband and wife). The result of this study shows that semiotically, television commercials present two levels of meaning, namely denotation that presents product benefits, and connotation that emphasizes the social benefits of the product. Television advertising sells the power relation of women as the social benefit of the product, namely the sexuality of women who care for the partner harmony in the family. It can be concluded that women's sexuality (healthy, ideal body, bright and youthful- looking facial skin) through the use of products is intended for couples and solutions to boost the harmony in the household.