Representation of Indonesian Women’s Beauty in The Challenge Version Fal Advertising

DOI

10.2991/assehr.k.220404.184How to use a DOI?

Keywords

Charles pierce’s semiotics; concept of beauty; representation; Indonesian women

Abstract

The cosmetics and skincare industry is currently developing very rapidly, with many advertisements for beauty products, including skincare advertisements that offer the benefits of whitening products such as FaL advertisements. Meanwhile, on average, brown-skinned Indonesian women tend to be dark. This study aims to describe the representation of beauty that is shown in the Fal Version of the Challenge advertisement, using the semiotic theory of Charles Sanders Pierce and the concept of representation. The research was conducted with a qualitative approach in an interpretive paradigm. Semiotic analysis is applied to several advertising scenes followed by triangulation in interviews with a dermatologist and an academic who observes feminism issues. The results of this study indicate that the Fal Version of the Challenge advertisement represents physical beauty, by representing the concept of beauty that is hyperreality in terms of the results to be achieved in the form of beauty that makes skin color uniform, and hyperreality in terms of processes that tend to be instant.

Copyright

© 2022 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Tiara Utami Widodo
AU  - Riris Loisa
PY  - 2022
DA  - 2022/04/21
TI  - Representation of Indonesian Women’s Beauty in The Challenge Version Fal Advertising
BT  - Proceedings of the 3rd Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2021)
PB  - Atlantis Press
SP  - 1165
EP  - 1170
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220404.184
DO  - 10.2991/assehr.k.220404.184
ID  - Widodo2022
ER  -