REPRESENTASI PEREMPUAN DALAM IKLAN PRODUK KECANTIKAN “BODY SERUM SCARLETT” DENGAN PENDEKATAN TEORI SARA MILLS

Anik Sulistiyowati (Universitas PGRI Semarang)
Asropah (Universitas PGRI Semarang)

Didaktik : Jurnal Ilmiah PGSD STKIP Subang
Vol. 11 No. 04 (2025): Volume 11 No. 04 Desember 2025 Published

This study aims to analyze the representation of women in Body Serum Scarlett beauty product advertisements using Sara Mills’s Critical Discourse Analysis (CDA) approach. This approach focuses on how subject-object positions are constructed and how audiences are ideologically positioned. The findings show that the Body Serum Scarlett advertisement constructs an ideal concept of beauty through both narration and visual presentation.