ISLAMIC WOMEN DEFINE 'BEAUTIFUL' : ANALYSIS OF SOCIO SEMIOTICS PONDS WHITE BEAUTY FACIAL FOAM AND PONDS BODY LOTION IN ADVERTISING

This item is published by Universitas Islam Negeri Sunan Ampel Surabaya

Afriani, Susi Herti (2012) ISLAMIC WOMEN DEFINE 'BEAUTIFUL' : ANALYSIS OF SOCIO SEMIOTICS PONDS WHITE BEAUTY FACIAL FOAM AND PONDS BODY LOTION IN ADVERTISING. In: Conference Proceedings: Annual International Conference on Islamic Studies (AICIS) XII, 5 – 8 November 2012, Surabaya – Indonesia.

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Abstract

This paper is intended to answer whether or not Ponds advertisement as a form of communication which full of meaning, and describe the form and function of meaning in advertising Ponds White Beauty Facial Foam and Ponds Body Lotion on television, as well as describes how Islamic Women defines a concept of "beautiful". The data in this study is taken from the speech models and narrator advertisement within the advertising of Ponds White Beauty Facial Foam and Ponds Body Lotion on television. How the data processing are: (1); researchers watched the advertising several times, (2) researcher captured images and transcribed speech to the records, (3), researcher noted the things that support the analysis of data (images, movement, situation), (4) researchers classified types of data, (5) analyzed the data based on the theoretical framework. Ponds Advertisement is a form of communication which full of meaning. The form and function of meaning in advertising Ponds White Beauty Facial Foam and Ponds Body Lotion on television portrayed through ideas, language advertisements, and purpose. "Beautiful" in this advertisement are women who have white skin and use all kinds of products Ponds either face moisturizer, face cleanser, moisturizer and a flattened body to toe white. Manufacturers build an image to form a consumer (especially women) living in the physical standards. Television through Ponds advertisement treats as a commodity, and serves as a commercial institution that supports the main idea of capitalism (selling all kinds of products Ponds) to conceptualize the production and reproduction. That is, Ponds do not provide information to consumers in order to make the best choice, but promote their own products in a "beautiful", with the memorable slogan viewers that the first step to whiter skin, the product; Ponds White Beauty Facial Foam. Ponds advertising functions that contribute to the community to spread the idea that women were black or dark brown really need Ponds products to be "beautiful", and in this case, television plays a major role in distorting the facts in order to make consumers interested in advertising Ponds.

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Item Type: Conference or Workshop Item (Paper)
Creators:
CreatorsEmailNIM
Afriani, Susi HertiUNSPECIFIEDUNSPECIFIED
Subjects: Iklan
Wanita dalam Islam
Uncontrolled Keywords: Islamic Women; Beautiful; Ponds White Beauty Facial Foam; Ponds Body Lotion; Skin Whitening; Advertisement; Ideational Meaning; Interpersonal Meaning and Textual Meaning
Divisions: Karya Ilmiah > Conference
Depositing User: Editor : Abdun Nashir------ Information------library.uinsby.ac.id
Date Deposited: 01 Aug 2016 08:35
Last Modified: 01 Aug 2016 08:35
URI: http://digilib.uinsby.ac.id/id/eprint/7535

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