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Haryati
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Journal : Journal of Pragmatics Research

 1 
Beauty Construction on Clean&Clear Foaming Face Wash Video Advertisement: A Semiotic Analysis Haryati; Apriadi, Deni
Journal of Pragmatics Research Vol. 6 No. 1 (2024): Journal of Pragmatics Research
Publisher : UIN Salatiga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18326/jopr.v6i1.1-16

Abstract

The study attempts to explain and describe the semiotic process and the stereotype about beauty construction in video advertisements. A triadic meaning of semiotics is used to identify and analyze the data, focusing on representamen, object, and interpretant. In addition, this study also uses the theory of beauty stereotypes to identify cultural conflicts in the form of beauty construction in society. The method of this study is descriptive qualitative because the writer collected the data in the form of written words, which produces descriptive information. There are sixteen pictures captured from the "Gak Perlu Curi-curi Lagi Cek" – Clean&Clear Foaming Face Wash video advertisement that was analyzed in this study. The research found that the semiotic elements consisting of representamen, objects, and interpretants appeared in the Clean & Clear video ads. The interpretation of signs in this study shows that women are trapped in a dilemmatic beauty construction where physical appearance is an absolute beauty concept for women. Beauty becomes a stereotype because of the construction made by the advertising media that requires women to have perfect physical appearances: smile, confidence, genetically colored skin, clean, without blemishes and acne.
Co-Authors Abidatul Mutiah Abidin, Minhajjul Ade Maulana Aditya Kristanto Agustiar Aisah Algooth Putranto Alida Lubis Ameilia Zuliyanti Siregar Ananda, Revina Dwi Arfiyan Sukmadi Ari Andayani Arianti, Ade Aulia Rahmadani Aunur Rafiq Azhari, M. Ari Azmi Barus, Okky Putra Budi, Reno Setio Budiman Dani Malik Ibrahim Darliana, Eka Dayu Retno Puspita Deni Apriadi Derick Chainatra Deska Zulkarnain Dhini Kusumastuti Dina Fitrianingtyas Dini Puji Anggraini Dwi Vernanda Efi Anggraeni Elisabet Loretta Gunut Erna Kusumawardhani Erni Yustissiani Fadli, Kasirul Fauzan Haqiqi Firman Ardiansyah Frinda, Frinda Novita Hajar HAMIDAH Hanik Ekowati Hapsari Windayanti Hawari, Haunan Henny Hamsinar Herdiawan, Tri Husnul Khatimah I Made Dwi Andika Putra I Wayan Yasa Ina Magdalena Irma Hajriani Isa Ansori Jamilah JAMILAH Juan Dwiky Liestanto Juhairina Jumarni M. Kasirul Fadhli Kasirul Fadli Kesumawati, Diah La Choviya Hawa Lestari , Indah LM., Fajar Israwan Maksuk Marsila Martiningsih Matondang, Riki Johansyah Miftahunnisa Yudita Mitrayati Mohamad Firdaus, Mohamad Mohamad Isa Muhamad Hibrian Muhammad Ajib Nuzula Muhammad Fadhol Harry Setiawan Muhammad Taufiq Razali Nasution, Unita Sukma Zuliani Noverita, Anisa NOVIANA Noviatuzzohrah Novita, Frinda Nunu Nugraha Nurul Khairani Nurwijayanti Nuwrun Thasimmim, Said Purba, Azrina Putri Nuryana Rabbani, Arifullah Rahayu, Puji Dwi Ratih Ayu Wulandari Revi Ekasetya Rizky Brehnaputrifajar Khaerudin Rokayah Roli Sambuardi Rosnaningsih, Asih Rudianda Sulaeman Rukman Nasir Sahidun, Nurfitri Salma Rizkiya Kinasih Sambuardi, Roli Sarimole, Frencis Matheos Sartika, Irma Dewi Seriwahyuni, Winda Sari Silmi, Hayatus Sisilia Akmalyanti Sri Sutarti Suci Ismawati Sugiyono Sukri Sumiyani Surya Pandi, Lalu Dicky Suzanna Fitriany Sitepu, Suzanna Fitriany Syafitri, Anis Taufiqurrahman Tegor, Tegor Titis Gandariani Try Santi Kisria Darsih Tundo, Tundo Ulum, Ziadul Unita Sukma Zuliani Nasution Veftisia, Vistra Vidyana Aulia Rahman Wahyu Samudra Wati, Erni Winar Joko Alexander Wirayuda, Hasan Yossi Oktorini Yuliza Andriyani Siregar Yusuf Hendrawan Zakiyah, Afifatuz Zulham Siregar Zuliani Nasution, Unita Sukma