The Construction Of Meaning Beauty Women’s Ideal (Semiotic Analysis in Garnier Sakura White Advertising)

Santi, Putri Damar and , Yudha Wirawanda, M.A (2020) The Construction Of Meaning Beauty Women’s Ideal (Semiotic Analysis in Garnier Sakura White Advertising). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

Garnier Sakura White is one of the skin whitening beauty products aimed for teenagers. This product is trying to offer a way to whiten the skin in a faster and easier way. The researcher is study the ideal beauty meaning for women especially young women.. This research is become interesting because the models are shown always teenagers, white and toned, which is slightly different from the actual beauty of Indonesian women. This research used semiotic analysis of Roland Barthes and gestures, facial expressions in the scene as well as dialogue contained in the "Sakura White" advertisement. The object of this study was the advertisement of the Garnier Sakura White starring by Pevita Pearce, Chelsea Islan, and Mint Chalinda. The theory used in this study includes marking of the denotings, connotations and myths of symbols and marks representing beauty. The result of this study in the three advertisements is there is a beauty construction derived from the Western culture, namely women who have white skin, have a face that shines and do slim. These three categories do not reflect the natural beauty construction of Indonesian women who have different beauty constructions on each ethnic group.

Item Type: Karya ilmiah (Skripsi)
Uncontrolled Keywords: beauty, construction, semiotic, indonesian women.
Subjects: H Social Sciences > HE Transportation and Communications
Divisions: Fakultas Ilmu Komunikasi dan Informatika > Ilmu Komunikasi
Depositing User: PUTRI DAMAR SANTI
Date Deposited: 13 Oct 2020 04:30
Last Modified: 13 Oct 2020 04:30
URI: http://eprints.ums.ac.id/id/eprint/86412

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