Beauty Construction on Pond’s White Beauty Gita Gutawa Version: Semiotic Analysis of Advertisement

DOI

10.2991/klua-18.2018.58How to use a DOI?

Keywords

advertisement, beauty, semiotic

Abstract

This study focuses on the semiotic analysis of advertisement video. This study will explore the value hidden that is displayed in the advertisement. The object of this study is Pond’s White Beauty Gita Gutawa version. This current study was conducted by using the method of semiotic analysis by Charles Sanders Pierce Triangle Meaning Semiotics model. The conclusion that can be derived from these studies is advertising Pond's creates a cultural conflict in terms of the meaning of beauty for women in Indonesia. Semiotic analysis shows that advertising Pond's White Beauty featuring stereotypes about the picture of beauty for women in Indonesia. Beautiful woman is a white female Korean people while for the people of Indonesia who have different genetic, it is becoming a benchmark that cannot be equated. Pond's ad showing false consciousness, in which Indonesian women can have white skin like Korea only using Pond's products.

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  - Dona Rahayu Sugiharti
PY  - 2018/07
DA  - 2018/07
TI  - Beauty Construction on Pond’s White Beauty Gita Gutawa Version: Semiotic Analysis of Advertisement
BT  - Proceedings of the International Conference on Language Phenomena in Multimodal Communication (KLUA 2018)
PB  - Atlantis Press
SP  - 384
EP  - 388
SN  - 2352-5398
UR  - https://doi.org/10.2991/klua-18.2018.58
DO  - 10.2991/klua-18.2018.58
ID  - Sugiharti2018/07
ER  -