Proceedings of the International Conference on Language Phenomena in Multimodal Communication (KLUA 2018)

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

Authors
Dona Rahayu Sugiharti
Corresponding Author
Dona Rahayu Sugiharti
Available Online July 2018.
DOI
https://doi.org/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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Volume Title
Proceedings of the International Conference on Language Phenomena in Multimodal Communication (KLUA 2018)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
July 2018
ISBN
978-94-6252-547-4
ISSN
2352-5398
DOI
https://doi.org/10.2991/klua-18.2018.58How to use a DOI?
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/).

Cite this article

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  - https://doi.org/10.2991/klua-18.2018.58
ID  - Sugiharti2018/07
ER  -