Analisis Wacana Citra Perempuan dalam Iklan Televisi Produk Kosmetik Wardah Kisah Dibalik Cantikmu dan Maybelline Clear SmoothAll in One

Rangga S. B, Muhammad Supraja

2015 | Skripsi | Sosiologi

ABSTRACT Globalization is not only touched the side of economic and political but also has touched the side of the socio-cultural society. The global cultural construction purposes by the international media company by utilizing various different communication technologies, especially the television is trying to create the perception and identity of the new society. One of which is the homogenization of the mindset of the construction of female beauty in the television media particularly in the cosmetic product advertising program. For more specific, ads that are discussed in this essay are Wardah “Kisah Dibalik Cantikmu” and Maybelline“Clear Smooth All in One“. As mass communication, advertising becomes a very effective in particular of the economic aspects of marketing, communication and social. Advertising is a long process involving many parties, ranging from the production phase of a discourse until the ads are ready to be consumed by the community (Encoding-Decoding). This process can be seen through in the three stages of analysis. They are analysis of text, discourse practice analysis and socio-cultural practices analysis. Text ads are described in descriptive-interpretative through all kinds of communication expression, speech, music, pictures, sound effects, the and an existing image. The discourse practice analysis used to interpret the relationship between the process of production and the process of consumption. The Socio-cultural practice analysis used to find the relationship between the production of discourse with the social and cultural circumstances where ads occur. (Keywords: Image, Women, Advertising and Cosmetic.)

Kata Kunci : Gender: Iklan