WESTERN IDEAL BEAUTY CONSTRUCTION(SEMIOTICS ANALYSIS IN PERFUME ADVERTISEMENT OF PT PRISKILA PRIMA MAKMUR)

Yonas, Adya Rosyada and Wirawanda, Yudha (2018) WESTERN IDEAL BEAUTY CONSTRUCTION(SEMIOTICS ANALYSIS IN PERFUME ADVERTISEMENT OF PT PRISKILA PRIMA MAKMUR). WESTERN IDEAL BEAUTY CONSTRUCTION(SEMIOTICS ANALYSIS IN PERFUME ADVERTISEMENT OF PT PRISKILA PRIMA MAKMUR). pp. 1-24. (Submitted)

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      Abstract

      PT Priskila Prima Makmur is one of the biggest perfume producers in Indonesia. It has several famous perfume brands, such as Casablanca, Bellagio, Regazza, Camellia, Watchout, and Mary Jose. Although it is a genuine product of Indonesia, almost in all its advertisements use Western women as their model. In this research, the researcher took 6 of 22 videos of Priskila's advertisement which are, Casablanca Spray Cologne (2017), Regazza Mistery Man (2016), Camellia Fragrances of The World (2016), Bellagio Night in Paris (2014), Casablanca Teenage Dream (2013) and Regazza Spray Cologne (2011) as the subject. The purpose of this research is to know how the western bias constructed of the ideal beauty of women in the perfume advertisement of Priskila. This research used semiotics analysis of Roland Barthes to see how the western bias constructed in determining women beauty in the subjects. This research also used beauty myth theory by Naomi Wolf. The result of this study is the western construction in determining the women beauty in the advertisements video of Priskila can be found in the women model that shown in the six subjects through categories that have been made by researcher. The researcher determined three ideal women beauty constructed by western culture based on book entitle “The Beauty Myth” by Naomi Wolf. According to her, women who has the ideal beauty criteria are those who are young which can be seen from their unwrinkled and tight skin, have physical characteristics like Western women (white skin and pointed nose), and slim body which is have no excess fat in certain body parts (proportional).

      Item Type: Article
      Subjects: H Social Sciences > H Social Sciences (General)
      Divisions: UNSPECIFIED
      Depositing User: Adya Rosyada Yonas
      Date Deposited: 13 May 2018 07:49
      Last Modified: 13 May 2018 07:49
      URI: http://eprints.unsri.ac.id/id/eprint/7876

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