Representation of Muslimah in the Social Space in Downy Premium Perfume Advertisements

Khairul Syafuddin

Abstract


Downy Premium Parfum is one of the advertisements that presents the figure of a Muslim woman. The advertise-ment presents Laudya Cynthia Bella as an actor who plays a Muslim woman. This study uses representation theory to present the figure of Muslim women in social space. The purpose of this study is to determine the meaning formation process that occurs in Downy Premium Parfum advertisements in constructing the image of Muslim women. This study uses a qualitative method with semiotic analysis techniques by Roland Barthes. The results of this study found that the Downy Premium Parfum advertisement tried to represent the fragrance through visual flowers. This flower sign is then attached to the actor to strengthen the image of Muslim women in the social space. In the end, the advertisement stated that women could appear on a par with men in the social space, namely the workspace.


Keywords


Iklan, Media, Perempuan, Representasi, Semiotika

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References


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DOI: https://doi.org/10.46961/mediasi.v3i2.566

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Indexed by:

   


MEDIASI

JURNAL KAJIAN DAN TERAPAN MEDIA, BAHASA DAN KOMUNIKASI

P-ISSN 2721-9046 | E-ISSN 2721-0995


Penerbit: 

Pusat Penelitian dan Pengabdian kepada Masyarakat (P3M)

Kampus Politeknik Negeri Media Kreatif (Gedung A, Lantai 1)

Jalan Srengseng Sawah, Kel. Srengseng Sawah, Kec. Jagakarsa, Kota Jakarta Selatan

Prov. DKI Jakarta, Indonesia