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All Journal Jurnal Ilmu Komunikasi JAS (Journal of ASEAN Studies) Rubikon: Journal of Transnational American Studies ATAVISME JURNAL ILMIAH KAJIAN SASTRA Masyarakat, Kebudayaan dan Politik Jurnal Studi Komunikasi CaLLs : Journal of Culture, Arts, Literature, and Linguistics Jurnal Representamen JURNAL EDUCATION AND DEVELOPMENT JENTERA: Jurnal Kajian Sastra The Journal of Society and Media Jurnal Komunikasi Nusantara Jurnal Komunikasi Nusantara Jurnal Sosiologi Dialektika Calathu: Jurnal Ilmu Komunikasi Wacana : Jurnal Bahasa, Seni, dan Pengajaran
Diah Ariani Arimbi
Universitas Airlangga, Surabaya
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Education Environmental Science Languange, Linguistic, Communication & Media Social Sciences

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Representasi Perempuan dalam Iklan Sunsilk Hijab Anti Ketombe: Analisis Wacana Kritis Sara Mills Ratnaduhita, Cintya; Arimbi, Diah Ariani; Srimulyani, Nunuk Endah
Calathu: Jurnal Ilmu Komunikasi Vol. 7 No. 2 (2025): Calathu: Jurnal Ilmu Komunikasi
Publisher : School of Communication Science and Media Business

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37715/calathu.v7i2.5815

Abstract

This study aims to reveal the representation of women in the Sunsilk Hijab Anti-Dandruff advertisement using a descriptive qualitative approach and Sara Mills’ critical discourse analysis theory. The focus of this research includes the position of the subject, object, and reader within the advertisement discourse, as well as how language and visuals construct the image of women. The research data consists of a video advertisement for Sunsilk Hijab Anti-Dandruff obtained from the official YouTube channel of Sunsilk Indonesia. Data collection techniques were carried out through observation, which involved watching, recording, and identifying relevant visual and verbal elements. Data analysis uses Sara Mills’ theory by examining the relationship between text and image to uncover the embedded ideological meanings. The findings show that the advertisement represents hijab-wearing women as active subjects who remain dynamic despite experiencing dandruff problems. Sunsilk is positioned as a solution that respects their identity and provides comfort. The reader is positioned as an individual seeking practical solutions to dandruff issues, particularly for hijab-wearing women. In conclusion, the advertisement not only offers a product but also constructs a discourse on the roles and identities of hijab-wearing women in public spaces, while building the image of modern women who remain active, clean, and confident.
Co-Authors Adji, Alberta Natasia Alberta Natasia Adji Ambat, Yeremia Tulude Anggaunita Kiranantika Belia, Athaya Prita Daniel Susilo Dewi Meyrasyawati Dwi Prasetyo Emy Susanti Hidayah, Sri Khusyairi, Jhony Alfian Kukuh Yudha Karnanta Mein Woei Suen Muhamad, Gunawan Myrtati Dyah Artaria Nunuk Endah Srimulyani Nur Wulan Nur Wulan, Nur Pinky Saptandari, Pinky Puspitasari, Sendy Krisna Rahma Sugihartati Ratnaduhita, Cintya Refti Handini Listyani Saptandari EP, Pinky Setijowati, Adi Sharyn Graham Davies Srinarwati, Dwi Retnani Sugihartati, Rahma Tristiawan, Diar Candra