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All Journal Metafora: Education, Social Sciences and Humanities Journal Jurnal Audiens
Cornellia Yulin Esther Dita
Universitas Negeri Surabaya
Humanities Education Languange, Linguistic, Communication & Media Social Sciences

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Representation of Women's Beauty in Garnier Advertisements Light Complete Brightening Foam Cornellia Yulin Esther Dita; Farid Pribadi
Metafora: Education, Social Sciences and Humanities Journal Vol. 6 No. 1 (2022)
Publisher : Fakultas Ilmu Sosial dan Hukum, Universitas Negeri Surabaya

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Abstract

Beauty is an important thing for a woman because beauty describes the quality of a woman. In our daily life, we often encounter several advertisements that represent the beauty of a woman, one of which is the Garnier Light Complete Brightening Foam advertisement. Representation is a picture that has a certain meaning, so that everyone can have a different understanding in interpreting an action. In this article, we will discuss the representation of women's beauty in Garnier Light Complete Brightening Foam advertisements because the purpose of writing this article is to examine more deeply about the representation of women's beauty in advertisements that can affect consumer interest in consuming a product. In this Garnier Light Complete Brightening Foam advertisement, a woman who has a dull face is depicted and uses products from Garnier Light Complete Brightening Foam so that she has a bright face. This study is interested in reading the representation of beauty in the Garnier Light Complete Brightening Foam advertisement using an interpretive qualitative approach with semiotic textual analysis. In this study, the semiotic theory of Roland Barthes is used to reveal the meaning of the picture of beauty expressed by the Garnier Light Complete Brightening Foam advertisement video. The results of this study indicate that in the advertisement it is explained that beauty is a very important thing for every woman to have. Women will be much happier if they have a clean and bright face.
Representasi Rambut Ideal dalam Iklan Shampo Rejoice Cornellia Yulin Esther Dita; Widya Ayu Nirmala Sari; FX Sri Sadewo
Jurnal Audiens Vol. 4 No. 1 (2023): March
Publisher : Universitas Muhammdiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/jas.v4i1.10

Abstract

Penelitian ini dilakukan dengan tujuan untuk menjelaskan mengenai rambut ideal yang direpresentasikan melalui iklan Shampo Rejoice 3in1 #RambutNoDrama. Dimana rambut merupakan bagian tubuh perempuan yang dapat mewakili kecantikan seorang perempuan. Penelitian ini merupakan penelitian kualitatif menggunakan teori semiotika Roland Barthes. Hasil dari penelitian ini adalah Iklan Shampo Rejoice 3in1 #RambutNoDrama menggambarkan bahwa tidak ada definisi dari rambut ideal atau rambut yang indah. Semua perempuan bebas mengekspresikan dirinya dan tampil cantik sesuai dengan gaya rambutnya masing-masing, baik itu perempuan berambut lurus ataupun berambut keriting hingga perempuan yang menggunakan hijab. Perempuan bebas untuk mengekspresikan dirinya sendiri sesuai dengan kemauannya. Rambut ideal yang ditampilkan dalam iklan shampo Rejoice ini tidak menggambarkan rambut ideal berdasarkan bentuk rambutnya yang lurus ataupun keriting. Pengambaran rambut ideal yang ditampilkan melalui iklan shampo Rejoice ini lebih mengarah kepada rambut ideal itu rambut yang lembut, tidak kusut, mudah diatur, wangi dan fresh.
Co-Authors Farid Pribadi FX Sri Sadewo Widya Ayu Nirmala Sari