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THE REPRESENTATION OF BEAUTIFUL WOMEN IN SKIN-WHITENING COSMETICS TV COMMERCIALSAbstrak:
Memahami arti sebenarnya dari pesan yang terkandung dalam sebuah teks menjadi hal yang sangat penting karena terkadang makna yang dimaksud tersembunyi di balik teks literal. Saat ini, iklan-iklan tentang kosmetik pemutih kulit telah merubah pandangan orang mengenai yang seperti apa itu perempuan cantik. Maka dari itu, penelitian ini ditujukan untuk meneliti bagaimana perempuan cantik direpresentasikan dalam iklan TV kosmetik pemutih kulit. Penelitian ini menggunakan metode analisis deskriptif kualitatif. Teori yang digunakan dalam penelitian ini adalah visual grammar yang digagas oleh Kress dan van Leeuwen (2006) dan signifikasi tataran kedua yang digagas oleh Barthes (1957). Penelitian ini menganalisis gambar dan narasi/dialog yang ada di dalam 3 iklan TV kosmetik pemutih kulit. Hasil penelitian ini menunjukkan perempuan cantik terepresentasi sebagai perempuan yang percaya diri, kuat, mempunyai kepribadian yang baik, modern, sebagai sahabat bagi perempuan lain dan sebagai penarik perhatian. Kata kunci: iklan, periklanan, iklan TV, representasi, konstruksi, kosmetik pemutih kulit. Abstract Realizing the true intention of the message the media convey becomes important since sometimes the message is hidden behind the text. Today advertisement of skin-whitening cosmetics has changed the way people consider about beautiful women. Therefore, this research was aimed at finding how beautiful women are represented in skin-whitening cosmetics TV commercials. The research used descriptive analysis that is qualitative in nature. Employing visual grammar framework as proposed by Kress and van Leeuwen (2006) and the concept of second order of signification by Barthes (1957), the research analyzed pictures and narrations/dialogues contained in three skin-whitening cosmetics TV commercials. The research found that beautiful women represented as confident, powerful, have good personalities, modern, women’s best friend and object of attraction. Keyword: advertising, TV commercial, representation, construction, skin-whitening cosmetics.Link Download:
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