PEMAKNAAN KECANTIKAN PEREMPUAN INDONESIA PADA IKLAN DOVE DENGAN JUDUL “RAMBUTKU MAHKOTAKU” DI YOUTUBE

YULIANA, KERIN and Nasyaya, Annada and Andarini, Rindang Senja (2023) PEMAKNAAN KECANTIKAN PEREMPUAN INDONESIA PADA IKLAN DOVE DENGAN JUDUL “RAMBUTKU MAHKOTAKU” DI YOUTUBE. Undergraduate thesis, Sriwijaya University.

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Abstract

Standards for women's beauty in Indonesia are very embedded in society, women's beauty is contained in a criterion that is felt to be unable to represent each individual who has their own uniqueness. This beauty standard itself includes skin color, body shape, and hair beauty. This causes such beauty standards to settle in the audience, and makes women who do not have the same criteria as the applicable standards seen as different and not beautiful. This research focuses on beauty standards for women's hair with the aim of knowing the meaning of Indonesian women's beauty as carried out by active audiences in Dove's "Rambutku Mahkotaku" advertisement. The theory used is reception theory and uses encoding-decoding analysis by Stuart Hall. The method used is descriptive qualitative method. Data were obtained by means of semi-structured in-depth interviews, observation, documentation, and literature study. The informants used were students of the Faculty of Political and Social Sciences, Sriwijaya University. The result of this study is that all 10 informants occupy a dominant hegemonic position, which means accepting and agreeing to the contents of the message in the advertisement. From this research it is also known that beauty standards have begun to shift, and the public has begun to understand that beauty is not only based on certain measurements. Keywords: Reception, Beauty Standards, Hair, Women, Dove Ads.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Resepsi, Standar Kecantikan, Rambut, Perempuan, Iklan Dove.
Subjects:	H Social Sciences > HF Commerce > HF5801-6182 Advertising
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Kerin Yuliana
Date Deposited:	24 May 2023 05:36
Last Modified:	24 May 2023 05:36
URI:	http://repository.unsri.ac.id/id/eprint/104893

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