Rekonstruksi Kecantikan dan Citra Tubuh dalam Iklan:(Analisis Semiotika pada Iklan Dove Real Beauty Sketchers).

Dery Fitri Utami, Widodo Agus Setianto

2014 | Skripsi | Ilmu Komunikasi

ABSTRACT The definition of beauty has a universal meaning. However, practically, beauty always synonymous with physical appearance of a woman. It is influenced by several forces which also set up the definition of beauty, some of them are mass media and beauty industry. Construction which was done by the media on a woman's body becomes the ideal standard for judging the beauty of a woman. Beauty industry also take advantage of this by creating a pseudo beauty myths to be offered to women for the sake of profit. Through the Dove campaign for real beauty, they then create an ad titled "Real Beauty Sketches". One of the goals of Dove is to combat stereotypes of women and expand the perception of women in a view of beauty. The purpose of this study is to reveal how the discourse of beauty reconstruction going on in this Dove "Real Beauty Sketches" video advertising. By using the method of analysis Semiotics by Roland Barthes, it will be known what idea is offered by Dove as an attempt to counter the hegemony of the dominant myths of beauty. The results then found a couple of things, first, all this time women tend to be cynical and a priori when assessing their physical appearance, and this has implications for the level of confidence and low self-esteem. Secondly, in this advertisement the process of beauty reconstruction occurs through the production of meaning which was produced from the point of view of other people towards the female participants. Dove, offering perspectives of others to change the way women view on their body image. Through this ad Dove invited women to discuss about the definition of beauty in order to improve the attitude of optimism and higher self-esteem. Third, the principle business run by Dove provides an alternative in addressing the culture of capitalism and patriarchy that have been known to play a role in fixing the stereotypes about beauty in women. Dove believes their anti-mainstream philosophy will be capable of making women feel beautiful without being pressured by the dominant beauty myth. Being beautiful for Dove is how a woman can respect herself and it is reflected in the ad of Dove products which rarely engages celebrities endorser, and it manifests in the texts which were submitted by the campaign for real beauty that they have been proclaimed since 2004, one of them is the series of "Real Beauty Sketches". Keywords : Reconstruction, Beauty, Body Image, Advertising, Dove "Real Beauty Sketches", Semiotics Analysi

Kata Kunci : Iklan