Zahroh, Rahayu Siti (2023) Representasi Perempuan Indonesia Dalam Iklan Citra Versi "Pancarkan Ragam Cantik Kulit Indonesia" 2022. Sarjana (S1) thesis, Universitas Islam 45.
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Abstract
Beauty is something that is synonymous with women and coveted by every woman from various social groups. In general, beautiful usually refers to the face and body shape of a person. Beautiful can be interpreted as something that is beautiful in shape, attractive, good, and enchanting. Beautiful is a representation that is deliberately formed by the media so that people believe in the meaning of beauty formed by the media. In advertising there are meanings and myths that are used to be able to instill confidence in advertising messages to the public. This study aims to determine the beautiful representation of Indonesian women in the CITRA 2022 advertisement and to find out the meaning of denotation, connotation, and myths contained therein. By using qualitative methods and Barthes' semiotic analysis, it can be concluded that the denotation of the CITRA hand and body lotion advertisement gives a packaged impression that CITRA is a product that has a position as a product that upholds Indonesian culture and heritage, especially in the beauty of Indonesian women. Indonesian women are represented as women who are able to embrace differences, appreciate uniqueness, and care for Indonesian culture and nature. The connotative meaning refers to a beauty value from various regions based on the culture of each region. For the meaning of the myth, the beauty myth of Indonesian women in this ad refers to the beauty of the Javanese, Balinese and Sumba tribes.
| Item Type: | Thesis (TA, Skripsi, Tesis, Disertasi) (Sarjana (S1)) | ||||||
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| Contributors/Dosen Pembimbing,NIDN Dosen bisa diakses di LINK https://bit.ly/NIDNdosenunismabekasi: |
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| Keywords / Kata Kunci: | citra, cantik, iklan, perempuan Indonesia, semiotika | ||||||
| Subjects: | Ilmu Komunikasi | ||||||
| Faculty: | Fakultas Komunikasi Sastra dan Bahasa > Ilmu Komunikasi S1 | ||||||
| Depositing User: | Ms Rahayu Siti Zahroh | ||||||
| Date Deposited: | 04 Sep 2023 04:14 | ||||||
| Last Modified: | 04 Sep 2023 04:14 | ||||||
| URI: | http://repository.unismabekasi.ac.id/id/eprint/4029 |
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