Asidigisianti Surya Patria, Martadi Martadi, Nova Kristiana, Ida Nurul Chasanah, Junaini Binti Kasdan
The film poster aims explicitly to promote the film by highlighting its content. Films use posters to interact with the public with the persuasive aim of increasing interest in visiting the cinema. Action film posters depict the action performed by the actors. This article examines the portrayal of women in Indonesian action film posters from the 1990s, which were produced and released in Indonesia. Action film posters are studied and defined descriptively. The data presented and obtained consist of words and visual facts from documents. The presentation of the data starts from the initial issue that is suitable for describing the poster. The results of this research show that in the early 1990s, action film posters presented the representation of women not only as strong and wielding weapons and involved in fights, but also still selling sex appeal. This is because men mostly watched action films, so women were used as the main attraction. © 2025, University of Cuenca. All rights reserved.
Universitas Negeri Surabya, Indonesia; Universitas Airlangga, Indonesia; Universiti Kebangsaan Malaysia, Malaysia
