CITRA DIRI KONSUMEN PADA PRODUK SKINCARE: ANALISIS ISI IKLAN BRAND POND’S

Prasetarina, Hizkya (2025) CITRA DIRI KONSUMEN PADA PRODUK SKINCARE: ANALISIS ISI IKLAN BRAND POND’S. Sarjana (S1) thesis, Universitas Islam 45.

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Abstract

This study aims to understand how consumer self-image is portrayed in Pond's skincare product advertisements using brand ambassadors from South Korea. In this study, the discussion focuses on three main aspects of consumer self-image: physical, behavioral, and social aspects, which are reflected through the visual appearance, narrative messages, and symbols in the Pond's Bright Miracle Niasorcinol Facial Foam advertisement. The method used is a qualitative approach with content analysis techniques, supported by in-depth interviews with six informants who are active users of Pond's products. The analysis of this study also refers to the theory of representation and self-image to enrich the understanding of how advertising messages are formed and received. From the results of the study, it was found that Pond's advertisements successfully build consumer self-image through three things: first, the physical aspect depicted through visuals of bright and healthy facial skin; second, the behavioral aspect seen from self-care habits as a form of concern and responsibility for appearance; third, the social aspect that arises from self-confidence and social acceptance when having well-maintained skin. As a suggestion, further research can consider other skincare brands or use a quantitative approach to see how much influence brand ambassadors have on product purchasing decisions.

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