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All Journal Formosa Journal of Social Sciences (FJSS)
Hebby Ilma Dini
Faculty Social and Political Science, Sebelas Maret University, Surakarta
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Social Sciences

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Reception Analysis Study on Marketing Communication Strategies in Wardah Cosmetic Advertisements ("Shampoo – the Real Hijab Expert") Hebby Ilma Dini; Sri Hastjarjo; Ign. Agung Satyawan
Formosa Journal of Social Sciences (FJSS) Vol. 2 No. 1 (2023): March 2023
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/fjss.v2i1.2978

Abstract

Shampoo – The Real Hijab Expert, this product is segmented for Muslim women who wear the hijab. This research was conducted to find out about the audience of wardah advertisements, especially for Muslim women in Islamic organizations who have various backgrounds regarding the contents of messages in wardah cosmetic advertisements "Shampoo - The Real Hijab Expert". This study uses a qualitative methodology, namely through the method by conducting an interview with several predetermined informants. And this research uses a theory in the form of Encoding-Decoding from Stuart Hall. The findings in this study indicate that there are several categories in analyzing reception from audiences based on a variety of different backgrounds. From the findings of this study, there are 2 (two) categories, namely Dominant Hegemonic, Negotiated Reading and there is no Oppositional in this study
Co-Authors Ign. Agung Satyawan Sri Hastjarjo