Analisis Resepsi Makna Kecantikan Terhadap Iklan Elshe Skin Dalam Campaign #Im Perfect Beauty

Pitono, Roni Agus and , Yudha Wirawanda, S.I.Kom., M.A (2024) Analisis Resepsi Makna Kecantikan Terhadap Iklan Elshe Skin Dalam Campaign #Im Perfect Beauty. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This research examines the meaning of beauty in Elshe Skin's advertisement as part of the #Im Perfect Beauty campaign through audience reception analysis. It is a qualitative study using purposive sampling technique involving four respondents who use Elshe Skin products and have seen the advertisement. The research is analysed using Stuart Hall's reception analysis - decoding with three positions: dominant hegemony, negotiation, and opposition. Data collection is done through direct interviews. The research findings show two positions in the reception of the advertisement, namely dominant hegemony and negotiation. Respondents in the dominant hegemony position are influenced by their personal experiences regarding the concept of beauty, especially within the family environment. Meanwhile, respondents in the negotiation position are driven by the belief that beauty needs to be maintained, yet they still agree with the advertisement's message and the prevailing views in the workplace.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Stuart Hall Reception Analysis, Beauty Standards, Advertisement
Subjects:	H Social Sciences > HE Communications
Divisions:	Fakultas Ilmu Komunikasi dan Informatika > Ilmu Komunikasi
Depositing User:	RONI AGUS PITONO
Date Deposited:	25 Jun 2024 01:54
Last Modified:	25 Jun 2024 01:54
URI:	http://eprints.ums.ac.id/id/eprint/124881

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