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Journal : Journal of Pragmatics Research

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 Ade Maulana Aditya Kristanto Aisah Algooth Putranto Alida Lubis Ameilia Zuliyanti Siregar Arfiyan Sukmadi Aulia Rahmadani Aunur Rafiq Azmi Barus, Okky Putra Darliana, Eka Dayu Retno Puspita Deni Apriadi Derick Chainatra Deska Zulkarnain Dhini Kusumastuti Dina Fitrianingtyas Dini Puji Anggraini Dwi Vernanda Erna Kusumawardhani Fadli, Kasirul Fauzan Haqiqi Frinda, Frinda Novita Hanik Ekowati Hapsari Windayanti Herdiawan, Tri I Made Dwi Andika Putra I Wayan Yasa Ina Magdalena Indrawan Isa Ansori Jamilah JAMILAH Juan Dwiky Liestanto Juhairina Kasirul Fadhli Kasirul Fadli Kesumawati, Diah Lestari , Indah Maksuk Marsila Martiningsih Matondang, Riki Johansyah Mitrayati Mohamad Firdaus, Mohamad Mohamad Isa Muhammad Ajib Nuzula Muhammad Fadhol Harry Setiawan Muhammad Taufiq Razali Nasution, Unita Sukma Zuliani Noverita, Anisa NOVIANA Noviatuzzohrah Novita, Frinda Nunu Nugraha Purba, Azrina Putri Nuryana Rahayu, Puji Dwi Ratih Ayu Wulandari Rizky Brehnaputrifajar Khaerudin Roli Sambuardi Rosnaningsih, Asih Rudianda Sulaeman Sahidun, Nurfitri Said Nuwrun Thasimmim Salma Rizkiya Kinasih Sambuardi, Roli Sarimole, Frencis Matheos Sartika, Irma Dewi Seriwahyuni, Winda Sari Sisilia Akmalyanti Sri Sutarti Sugiyono Sumiyani Suzanna Fitriany Sitepu, Suzanna Fitriany Syafitri, Anis Taufiqurrahman Tegor, Tegor Titis Gandariani Try Santi Kisria Darsih Tundo, Tundo Unita Sukma Zuliani Nasution Veftisia, Vistra Wahyu Samudra Winar Joko Alexander Yossi Oktorini Yuliza Andriyani Siregar Zakiyah, Afifatuz Zulham Siregar Zuliani Nasution, Unita Sukma