REPRESENTASI KECANTIKAN TANDINGAN DALAM IKLAN NIVEA #EXTRACARE FOR EXTRA WOMEN DI YOUTUBE

WIDYASARI, KIKI and Alfitri, Alfitri and Andarini, Rindang Senja (2020) REPRESENTASI KECANTIKAN TANDINGAN DALAM IKLAN NIVEA #EXTRACARE FOR EXTRA WOMEN DI YOUTUBE. Undergraduate thesis, Sriwijaya University.

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Abstract

Advertising is very effective in influencing audience mindset and behavior . Women are often used as the main commodity in communicating a beauty product. Therefore, this study aims to determine the true meaning behind this form of counter beauty in #ExtraCare for Extra Women ads. Researcher uses John Fiske's semiotic analysis, also documentation and literature study methods as data collection techniques in this qualitative study. The results show that the beauty myths led to the rise of the commodification of women in advertising. So, Nivea chose an advertising style that supported marginal resistance to get audience sympathy. Women with alternative beauty is commodified to create a wider Nivea market share. Meanwhile, beauty resistance forms of new beauty concepts, which consists of a new femininity ideology and criticism of disability women marginalization. Beautiful women labelized by traditional feminity with feminine characteristics, slim body, and long hair turned into masculine appearance, fat body, and long hair. And allso, th criticism of the disability women marginalization is shown by a deaf is able become a motivator and build a family.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Representation, Image, Women, Beauty Myth, Semiotics
Subjects: H Social Sciences > HQ The family. Marriage. Woman > HQ1101-2030.7 Women. Feminism
T Technology > T Technology (General) > T58.5-58.64 Information technology > T58.5 General works Management information systems Cf. HD30.213 Industrial management Cf. HF5549.5.C6+ Communication in personnel management Cf. TS158.6 Automatic data collection systems (Production control)
Divisions: 07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User: Users 8048 not found.
Date Deposited: 17 Sep 2020 06:01
Last Modified: 17 Sep 2020 06:01
URI: http://repository.unsri.ac.id/id/eprint/35291

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