In Indonesia%2C women models appear in advertisements not far away from their ray construction which resemble with their experiences in society. They are appeared as the other%2C subordinate%2C and live in the domestic region. However%2C in the late of 90’s till now%2C some advertisements have been appearing women models outside of general construction about femininity concepts: weak%2C delicate%2C passive%2C modest%2C submissive%2C charming%2C etc.; but masculine: rational%2C strong%2C intelligent%2C and explicit. The globalization of information and communication which also have impact to people’s thinking pattern which influence to advertisemenst themes as well. Such as feminism concepts become themes of advertisements%2C at least educate community that masculinity is not just belong to men.
Abstract in Bahasa Indonesia :

Di Indonesia%2C penampilan model perempuan dalam iklan tidak jauh dari konstruksi bias gender yang mirip dialami mereka pula di kehidupan bermasyarakat. Mereka ditampilkan sebagai the other%2C disubordinasikan%2C dan masih di wilayah domestik. Namun sejak akhir 90-an sampai saat ini%2C beberapa iklan mulai berani menampilkan model perempuan di luar konstruksi umum tersebut. Mereka ditampilkan tidak lagi sesuai dengan konstruksi umum tentang arti feminin: lemah lembut%2C lemah fisik%2C halus%2C pasif%2C rendahan hati%2C submisif%2C bersikap manis%2C dan sejenisnya; namun maskulin: rasional%2C kuat%2C cerdas%2C dan tegas. Globalisasi informasi dan komunikasi memberi pengaruh pada pola pikir manusia yang berpengaruh juga pada tema-tema iklan. Contohnya seperti iklan yang bertema kesetaraan gender sedikit banyak membantu pembelajaran masyarakat akan nilai-nilai maskulinitas yang tidak hanya boleh ‘dimiliki’ laki-laki saja. masculine%2C woman%2C advertisement%2C gender.