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Didit Widiatmoko
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Journal : Panggung

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Wajah Indo dalam Iklan Tahun 1950an Didit Widiatmoko Suwardikun
PANGGUNG Vol 26 No 2 (2016): Semiotika, Estetika, dan Kreativitas Visual Budaya
Publisher : LP2M ISBI Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26742/panggung.v26i2.171

Abstract

ABSTRACT 1950s society in Indonesia  was marked by the changing  social  class, at the  time  of the Dutch East Indies, indigenous groups or “inlander”  as the lowest grade. After the independence war a large  number  of indigenous  people shifted  into  top class. That changes  was used  to advertise  the consumer  goods of international   campanies.  How was the  figure  of ideal  model advertised at that time? Through visual analysis  on consumer  goods advertisement  in newspa- pers published in the 1950s as well as an interview to the resource person, it was found that the visualization  of women as a model, were wearing  Indonesian  dress, but the structure  of the face and physical proportions were western  type. Admiration  for the beauty  of western  values   is used as a tool to persuade the target audience, indigenous on new high social class, the women of Indonesia,  especially  in West Java which is famous for the light-skinned girl and a beautiful face. Keywords : eurasian  face, visual persuasion, advertisement.     ABSTRAK Dekade 1950an tatanan masyarakat di Indonesia ditandai dengan berubahnya kelas sosial, pada zaman Hindia Belanda, kelompok pribumi atau “inlander ” sebagai kelas yang paling rendah, setelah perang kemerdekaan sejumlah besar orang pribumi bergeser menjadi kelas paling atas. Perubahan itu dimanfaatkan produsen untuk mengiklankan barang-barang konsumen produksi perusahaan internasional. Bagaimana figur ideal model iklan pada jaman itu? Melalui analisis visual pada iklan barang-barang konsumen di koran dan majalah yang diterbitkan pada tahun 1950an serta wawancara kepada narasumber, ditemukan bahwa visualisasi perempuan sebagai model iklan dengan cara berpakaian Indonesia, tapi struktur wajah dan proporsi tubuh bertipe Barat. Kekaguman terhadap nilai-nilai keindahan Barat digunakan sebagai alat untuk membujuk audiens target iklan, kelas sosial atas yang baru, para wanita Indonesia, khususnya di Jawa Barat yang terkenal dengan para gadis yang berkulit terang dan berwajah cantik. Kata kunci: wajah indo, persuasi visual, iklan koran.
Co-Authors Abdillah, Muhammad Faqih Abdillah, Muhammad Faqih AlAzhari, Muhamad Roihan Alghonyu, Dhara Alit Kumala Dewi Amaliani, Ragil Nahya Aminahtul Zahroh Andreas Rio Adriyanto Andrina, Hanifaturrahmi Anggie Khairunnisa Apip Apip Ari Riadi Avison Xaquil Azhar Azhari, Irfan Azizah Septiningtyas Azlina Ahmad Azzahra, Shafa Tasya Dandi Yunidar Dea Aulia Sari I.M.S Denisha Octavia Diani Apsari Dody Achmad S.Sn Faishal Mufied Al Anshary Faizal, Mochammad Faizal, Mochammad Fajriani, Mediva Dyah Fauzy, Mohamad Tohir Gagat Ekasakti Pertiwi Ghifari, Asy Syifa Rahma Guntur Guntur Hanif Azhar Hanif Azhar Hanifah, Harum Iffah I Dewa Alit Dwija P I Gusti Agung Rangga Lawe Ilhamsyah Indrawan, Ricky Irfan Dwi Rahadianto Isyaturrodiyah, Amalina Krishna Diswatra Mahendra Nur Hadiansyah Mochammad Faizal Mohamad Taha Ijab Mohammad Isa Pramana Koesoemadinata Muhammad Faqih Abdillah Muhammad Yudhi Rezaldi Muhammad Yudhi Rezaldi Octavia, Denisha Octavia, Denisha Oktavian Eka Wahyuning Tyas Prabandaru, Hanindito Putra, I Dewa Alit Dwija Putri, Alisa Dwi Putri, Shafira Nursyah Rabiah Abdul Kadir Ragil Nahya Amaliani Rahmandito Dwiatno Rahmi, Lutfia Fatihah RATNA SARI Razi, Aria Ar Rifanti, Alifah Hanifia Rizka Arika Romadhoni, Bobby Sari I.M.S, Dea Aulia Sari I.M.S, Dea Aulia Sari Ramadeni Setyonugroho, Kukuh Nur Soewarlan, Santosa Suhendari, Wulan Suhendari, Wulan Sunarmi Sunarmi Sutejo, Aris Taufik Murtono Wahdan Arum Inawati Wahyu Setiadi Wahyu Setiadi, Wahyu Wirania Swasty Wulan Suhendari Yanuar Rahman Yusantiar, Renta