Depiction of Women with Hairless Armpits in Deodorant Advertising in Indonesian Female Magazine

Keywords

History, Body Hair, Beauty Woman, Deodorant Adv, Magazine

Abstract

Identifying women's drawings without underarm hair by looking at deodorant ads in women's magazines, the purpose of this paper is to describe what the visual power of advertising is based on the image and the armpit appearance without body hair. The armpits are the part of the female body that should be a taboo to show. Hair removal is part of the taken-for-granted work of producing an ‘acceptable’ femininity. In the 1973 ad, the media has advertised a message that puts forward a relationship that is not due to body odor. Year 1978 has introduced deodorant with bleach. In 2000, Sanex commercials began to show the use of deodorant that gives off a strong self-confidence stereotype of active women in many activities. In 2008, featured women with no armpit hair were considered more feminine, sexy and looks attractive. The methodology of this research is the historical documentation of deodorant product print ads in Indonesia from the year 1973 to 2014, with certain media taken from women's magazines, Femina. Findings about beautiful women's descriptions raised responsibilities that can reveal the impression of openness and freedom.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Ratih Hasanah
AU  - Abdul Wahid Nabsiah
PY  - 2017/11
DA  - 2017/11
TI  - Depiction of Women with Hairless Armpits in Deodorant Advertising in Indonesian Female Magazine
BT  - Proceedings of the 3rd International Conference on Transformation in Communications 2017 (IcoTiC 2017)
PB  - Atlantis Press
SP  - 224
EP  - 229
SN  - 2352-5398
UR  - https://www.atlantis-press.com/article/25902396
ID  - Hasanah2017/11
ER  -