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All Journal Wacana: Jurnal Ilmiah Ilmu Komunikasi
Karinia Cantika Putri
Universitas Pembangunan Nasional Veteran Jakarta
Languange, Linguistic, Communication & Media Social Sciences

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Representasi Kecantikan Perempuan Pada Kampanye Be Your Own Melalui YouTube BLP Beauty Karinia Cantika Putri; Retno Dyah Kusumastuti
WACANA: Jurnal Ilmiah Ilmu Komunikasi Volume 22, No. 1 June 2023
Publisher : Universitas Prof. Dr. Moestopo (Beragama)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32509/wacana.v22i1.2723

Abstract

Women are closely related to beauty. The beauty of women has always been a matter of discussion in society. Therefore, a beauty stigma is formed in society which becomes a demand for women to look beautiful. This has encouraged BLP Beauty to take great opportunities in advertising its products as well as creating a Be Your Own themed campaign to build women's confidence in being beautiful. Women's beauty no longer has to follow the stigma of women's beauty that develops in society. To get an understanding of the contents of the message behind the advertising campaign, a semiotic study is needed to find the message behind the Be Your Own advertising campaign. This study uses a qualitative approach in a descriptive form and uses John Fiske's semiotic content analysis method. The results of the analysis of this study indicate that the representation of women's beauty displayed in the Be Your Own advertising campaign by BLP Beauty is that beauty is to be yourself. 
Co-Authors Retno Dyah Kusumastuti, Retno Dyah