INTRODUCTION

Background of the study Advertisements have always had one goal: to persuade people, especially to buy their products. To achieve their goal, they have to make it as interesting as possible. For hundred years, the struggle of making the ads interesting or so-called advertising) had been the observation objects for the critics. The observation reached to the content you. The interesting part is, The you is always transmitted plural, but we receive it as singular. (Williamson 1978: 50) The readers acception is always personal when they read the word you. The following the you content is about the imagination part. What advertising shows is always something imaginable and ideal. As Judith Williamson suggests, substituting yourself for you are internalizing its preferred ideology, which is that you yourself can be like the ideal you represented in the ad. (Williamson 1978: 50) The next observation is about the technique of persuasion. According to Catherine Gourley (1999), there are some technique to persuade readers to have the advertised products. She named them Want-to-have techniques: Slice of life technique a narrative technique that deliver cause-effect story. Demonstration technique This technique shows how well the product works Testimonial technique This technique always shows public figure recommending the product These technique brings advertisers to choose which ones fit their message delivery. Another observation is that the interesting advertisement, consciously or not, includes some sensitive issue, such as: race, gender, and class. Gender in advertising plays important role to attract the readers. The male gaze and female gaze have

been inserted to the advertising and it becomes culture of ad. The girls in advertising are always shown from the male gaze. What follows the male gaze is the sexuality. The companies understand, to increase attraction, they need to release the hormone of the readers. The fastest way to release it is by using sexuality contents. Over time, sexual elements become more visual and more overt. female nudity and erotic content had become quite commonplace in contemporary U.S. advertising by the mid-1980s. (Soley and Kurzbad: 1986) This fact leads to the decision made by the advertising photographers. They often focus the readers eye on certain body parts, (WalshChilders: 1996) to emphasize the sexual contents. The theories lead to the printed advertisement of Laurier Relax Night. Laurier is a product of womens sanitary napkins. The advertisements includes, surely, women. However, since Indonesia is the Asian country, the sexual content is less shown than in western country. Western cultures women have acquired certain rights in relation to their bodies. While In the Middle East and in many parts of Asia women traditionally have been expected to dress modestly and demurely. (Cheng: 1997) However, the sexual content in Indonesian advertising still exists, although hidden. That is why I choose this printed ad, because the pose is just about a girl sleeping but I am pretty sure it includes sexuality if it is analyzed. However, the analysis of sexuality on the girls pose is not enough. This ad needs to be analyzed semiotically. Here, we need Roland Barthes. Barthes' analysis using Semiotics always use two levels of significations: Primary Signification and Secondary signification. This led Barthes to his analysis on printed advertisements too: Roland Barthes analysis on Printed ads semiotics. Barthes use three main focus on the analysis namely The Three Message: Linguistic Message, Iconic-Code Message, and Non Iconic-Code Message.

Statement of the problem Due to the background of the study above, the statement of the problem is: How is sexuality represented in the advertisement of Laurier Relax Night?

Purpose of analysis Providing the answer of question above, the objective of the study is: To reveal sexuality represented in the advertisement of Laurier Relax Night

Method of analysis The data gathered to build this study is using qualitative research. The advertisement will be analyzed using Roland Barthes Semiotics theory of Printed Advertisements.

ANALYSIS
Online Printed Ads of Laurier Relax Night in 2009

SEMIOTIC ANALYSIS The theory used to analyze is Roland Barthes analysis on Printed ads semiotics. Barthes use three main focus on the analysis namely The Three Message: and Non Iconic-Code Message, Linguistic Message, and Iconic-Code Message. Non-Iconic-Code Message (Denoted Image) The ballerina The girl is a ballerina. She is seen as an active girl, as we can see she falls asleep in her ballet costume, even still wearing her ballet shoes. Her pose is telling many things. She is sleeping with a ballet pose, probably she is dreaming of dancing ballet. However, the ballet pose is full of passion. It is seen from her half-folded knee, her head direction, her expression, her way of lifting her hands, those poses represent passion and sexuality. The costume The girls costum is a ballerina costume. She is wearing white spandex jumpsuit with pink tutu skirt, dont foget mentioning the ballet shoes also. White represents her innocence, because the reason she sleeps with her costume and shoes on is that she is exhausted like a little girl. White also represents her trust to Laurier Relax Night, and it is proven on advertisement that when she is sleeping, Laurier Relax Night still maintains her jumpsuit clean. The bed The bed is a tufted leather bed, and it looks very comfy by just seeing the girl sleeping on it. The color of the bed is red. Red means high spirit, activeness, and gothic. Leather means passion. Meanwhile, red leather represents sexiness. So, the bed represents the soul of the girl: active, passionate, and sexy. What Laurier Relax Night wants to say through the bed existence is: She

can gain it all because of her choice using Laurier Relax Night, so she can do ballet even when she is on her period. The pillow behind the girl The pillow represents her anxiety and her comfort. An anxious girl cannot sleep well. She loses comforst and always wakes up very often because she does not trust her product. That means, she will always sleep with her pillow. While this girl, because she is wearing Laurier Relax Night she trusts, she gains comfort and sleeps very well until she does not feel she sleeps without her pillow, her anxiety. Linguistic Message Buat kamu yang tidurnya ga bisa diem! The tagline means it literally. The words buat kamu yang, mean Laurier Relax Night is designed especially for kamu. Kamu This product is

intended to the girls (yes, girls, because the ballerina is a teen) who are still active even when they are sleeping. The tagline also implicitly guarantees that they will feel safe wearing this on their sleep during their periods. Iconic-Code Message Black-ish colour in every corner The colour represents the night, as this Laurier Relax Night is best used at night. The darkest part in the corner and getting lighter in the center, as the girl is the main objeck of the advertisement. Main theme The main theme of the ad is red. Red represents high spirit, activeness, and gothic. For Laurier Relax Night, the colour red around the girl represents the feeling she had when she is on her period that she is surrounded by her anxiety of her period. Laurier box position

The product is located bottom-right. The position makes us see the message first, then the product. It follows human nature of reading words. Human commonly reads words from up-left to bottom-right. That is why Laurier box is positioned on the bottom-right.

Discussion The tagline clearly shows the existence of ideology in an advertisement. This is shown at the tagline, buat kamu yang tidurnya gabisa diem! The word kamu is for plural, however the reader will take it personally and the reader will feel special. Kamu is a call of the youngsters, then kamu is for the girls, especially for the girls who want to feel like her to be free-anxiety by wearing Laurier Relax Night. The persuasive intention is represented by the image of a girl sleeping with her costume on. The ideally comfortable feeling of wearing the night series is desirable by every women. That desire is used by Laurier Relax Night to the image, as the girl achieved her desire to feel comfort. Laurier Relax Night then use the demonstration technique because it makes printed ads deliver the message effectively. The advertisement represents the sexuality through a girl sleeping in a ballerina costume. Firstly, the sexuality is represented mostly from the pose of the girl. The girl seems helpless and comfortable at the same time. The head direction is low, which emphasize the male gaze that the girl wants to be seen. The fotografer focused on the girls breast, which is why the girl posed with uplifting her breast.

CONCLUSION
All advertisings are ideologically persuasive. Whether using any technique, all ads are made to promote something, to sell something. Since the era of 60s, advertisings emphasize their ideology to sexuality. The publishers knew sexuality can make their ads more interesting than before. To achieve sexuality content, they neede male gaze. Male gaze is always followed by sexuality, however hidden the sexuality is. Even in Asian country, sexual contents are appear in any ways to deliver the message of the advertisement. For example, in Indonesia. Laurier Relax Night advertisement proves that there is a little sexual content not only in her pose, but also in the whole symbols in the advertisement. The advertisement also shows that any representation of women is always followed by male gaze, and male gaze is always followed by sexuality. By the results of this paper, the suggestion is aimed to the Indonesian ad publishers to stay behind the lines to prevent any controversy, as Indonesia is a part of Asian countries that honor modesty.

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