SEXUALITY FOR SALE AT TELEVISION ADVERTISING

-ABSTRACT\ud The purpose of this study is to determine how the mythologization of female sexuality promotes\ud commercial products through television advertising media. The method used in analyzing the\ud advertisement is a description with Barthes' semiotic theory approach. This study chooses commercial\ud advertisement for female health, body care, and face skin care products. The products advertisements\ud studied deal with the myths in household harmony. The mythologization of female sexuality in\ud advertisements is drawn from a patriarchal culture that is still dominant in Indonesia and is trying to\ud exchange a symbolic sign of the myth about the importance of household harmony and the advertised\ud products. Mythologization referred in this research is how the product means humane for consumers\ud to associate the products with a patriarchal culture. The results showed that the advertisement means\ud humane to the human beings (consumers) through the products by inserting a patriarchal culture\ud (household harmony) and emphasizes the importance of improving the household harmony