AVANT GARDE, VOL. 10 NO. 01, JUNI 2022, 82-98 82 Representasi Laki-Laki dan Perempuan dalam Iklan Tehicha Wiwid Adiyanto, Ami Saptiyono Universitas Amikom Yogyakarta 1 , Universitas Semarang 2 Jl. Ring Road Utara, Ngringin, Condongcatur, Kec. Depok, Kabupaten Sleman, Daerah Istimewa Yogyakarta 55281 Jl. Soekarno Hatta, RT.7/RW.7, Tlogosari Kulon, Kec. Pedurungan, Kota Semarang, Jawa Tengah 59160 e-mail: wiwidadiyanto@amikom.ac.id, ami.s@usm.ac.id Submitted: 16 Maret 2022, Revised: 12 Juni 2022, Accepted: 15 Juni 2022 ABSTRACT Tehicha will be one of the newcomers in the packaged tea beverage product industry in Indonesia in 2020. Tehicha as a packaged tea product requires advertising as a part of a promotion. Tehicha, as a packaged tea product, needs to communicate its product to the public so that it can be widely known. Tehicha uses national television as a promotional medium and to compete with similar products that previously circulated in the Indonesian market. However, on the other hand, advertising is a product of the popular culture that is political. Advertising is an instrument for shaping culture, including representing the dominant values of men and women. Advertisement as text is related to the sign and the model's representation in it. This study aims to describe the representation of men and women in Tehicha advertisements. This study uses Roland Barthes' Semiological analysis as an analytical tool. This research also uses the Representation theory from Stuart Hall as an academic foothold. The findings of this study indicate that the ideal man is represented as an active individual, energetic leader, brave, accessible, and in the public sphere. However, not all men are represented ideally in Tehicha advertisements. Meanwhile, women are represented individually in domestic roles and seducers. This study also found a tendency to construct female sensuality that places women as sexual objects. This study suggests that Tehicha packaged tea products pay attention to gender equality in constructing messages through advertising. Keywords: advertising, men, representation, women ABSTRAK Tehicha sebagai produk teh kemasan memerlukan iklan sebagai salah satu bagian promosi. Namun di sisi lain, iklan merupakan salah satu produk budaya populer yang bersifat politis. Iklan merupakan instrumen pembentuk budaya, termasuk representasi nilai dominan laki-laki dan perempuan. Penelitian ini bertujuan mendeskripsikan representasi laki-laki dan perempuan dalam iklan Tehicha. Penelitian ini menggunakan analisis Semiologi Roland Barthes sebagai pisau analisis. Penelitian ini juga menggunakan teori Representasi dari Stuart Hall sebagai pijakan akademis. Temuan penelitian ini menunjukkan bahwa laki-laki ideal direpresentasikan sebagai individu yang aktif, enerjik, pemimpin, berani, bebas dan berada di ranah publik. Namun, tidak semua laki-laki direpresentasikan ideal dalam iklan Tehicha. Sedangkan perempuan direpresentasikan individu pada peran domestik dan penggoda. Penelitian ini juga menemukan kecenderungan mengkonstruksi sensualitas perempuan yang menempatkan perempuan sebagai objek seksual. Kata kunci: iklan, laki-laki, perempuan, representasi