CD Skripsi

Representasi Kecantikan Perempuan Dalam Iklan Make Over Versi Beauty Beyond Compare

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Women are often presented solely as objects and forget their personalities. Even the exploitation of women is often carried out by the mass media. Advertising is a mass media that has a strong influence in constructing women's beauty standards. Make Over Beauty Beyond Compare advertisement is a form of campaign conducted by Make Over as a support for all women who want to experiment outside their comfort zone to get transformation and results that exceed their own expectations. This research aims to analyze the form of representation of women's beauty in the scene in the Make Over Beauty Beyond Compare advertisement produced by the cosmetic brand Make Over.
This research uses a qualitative research method with John Fiske's semiotic analysis approach. The data collection techniques used in this research are observation, documentation and literature study. The subjects in this study are 7 scenes in a cosmetic advertisement entitled Make Over version Beauty Beyond Compare which lasts 1 minute. The object of this research is the representation of beauty in the Make Over advertisement version of beauty beyond compare.
The results of this study indicate that there are three levels according to John Fiske's semiotics, namely reality, representation and ideology. (1) the level of reality is seen in the aspect of appearance code, but this is not in line with the real reality, the reality of beauty shown is ideal beauty, contrary to the real reality in which many women in Indonesia have physical conditions that are fat, snub- nosed, acne-prone skin, black spots, petite and short stature, and pregnant women
(2) the level of representation is seen in the aspects of camera code, lighting, music and sound. At the level of representation, this advertisement represents ideal beauty, and is diverse, seen from the physical appearance of tall and western-looking, with several other physical differences, the beauty standards shown in this advertisement are still oriented towards the beauty standards of western women. (3) ideological levels include liberalism ideology, capitalism ideology and humanism ideology. The representation of beauty shown is the beauty of women using make up, and represents a variety of beauty, but the advertisement is still oriented towards the beauty standards of western women.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1901110756

Penerbit

Pekanbaru : Universitas Riau FISIPOL Ilmu Komunikasi., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1901110756

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

ILMU KOMUNIKASI

Info Detail Spesifik

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Pernyataan Tanggungjawab

Mutia

Versi lain/terkait

Lampiran Berkas

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