Representation of Muslimah in the Social Space in Downy Premium Perfume Advertisements
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 actress who plays a muslim woman. This study uses representation theory to present the figure of Muslim women in social space. The purpose of this research is to determine the meaning formation process that occurs in Downy Premium Parfum advertisements in constructing the image of muslim women. This research 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
Full Text:
PDFReferences
Barnard, M. (2009). Fashion Sebagai Komunikasi Cara Mengkomunikasikan Identitas Sosial, Seksual, Kelas, dan Gender (2nd ed.). Yogyakarta: Jalasutra.
Frith, K. T., & Mueller, B. (2003). Advertising and Societies Global Issues. New York: Peter Lang Publishing, Inc.
Hall, S. (2003). The Work of Representation. In Representation (6th ed.). London: SAGE Publications Ltd.
Levinsen, K., & Wien, C. (2011). Changing Media Representations of Youth in the News - a Content Analysis of Danish Newspaper 1953--2003. Journal of Youth Studies, 14 (7), 837–-851. https://doi.org/10.1080/13676261.2011.607434
Monica, & Luzar, L. C. (2011). Efek Warna dalam Dunia Desain dan Periklanan. Humaniora, 2 (2), 1084-–1096.
Noviani, R. (2012). Identity Politics in Indonesian Advertising Gender, Etnichity/Race, Class and Nationality in TV Advertisements during the New Order and the Post-New Order Era. Yogyakarta: Penerbit Kanisius.
Noviani, R. (2020). Politik Representasi di Era Serbamedia. In Gerak Kuasa: Politik Wacana, Identitas, dan Ruang/Waktu dalam Bingkai Kajian Budaya dan Media (pp. 59–-84). Jakarta: Kepustakaan Populer Gramedia (KPG).
Praptiningsih, N. A. (2017). Representation of Women in Media Sites Online. Jurnal Pendidikan Ilmu Pengetahuan Sosial Indonesia, 2 (1), 14–-19.
Pratiwi, H. A. (2015). Citra Perempuan dalam Iklan Televisi (Analisis Semiotika Iklan Pond’s Flawless White 7 Days to Love-Versi 10 Menit). Deiksis, 07 (02), 91–-106.
Rettler, J. M. (1992). Women’s Work: Finding New Meaning Through a Feminist Concept of Unionization. Golden Gate University Law Review, 22 (3), 751–-776.
Supratman, L. P. (2012). Representasi Citra Perempuan di Media. Observasi, 10 (1), 29--40.
Thadi, R. (2014). Citra Perempuan dalam Media. Syi’ar, 14 (1), 27–-38.
Vera, N. (2014). Semiotika dalam Riset Komunikasi. Bogor: Penerbit Ghalia Indonesia.
Williamson, J. (1978). Decoding Advertisements Ideology and Meaning in Advertising. London, New York: Marion Boyars Publishers Ltd.
Windels, K., Champlin, S., Shelton, S., Sterbenk, Y., & Poteet, M. (2019). Selling Feminism: How Female Empowerment Campaigns Employ Postfeminist Discourses. Journal of Advertising, 49(1), 18–-33. https://doi.org/10.1080/00913367.2019.1681035
www.youtube.com. (2020). 2020 Iklan Downy Premium Parfum - Laudya Cynthia Bella. Retrieved June 19, 2020, from https://www.youtube.com/watch?v=oGogZhLTI80
DOI: https://doi.org/10.46961/mediasi.v3i2.566
Refbacks
- There are currently no refbacks.
Copyright (c) 2022 Khairul Syafuddin
Indexed by:
MEDIASI Jurnal Kajian dan Terapan Media, Bahasa, Komunikasi
P-ISSN 2721-9046 | E-ISSN 2721-0995
PUBLISHER:
The Center for Research and Community Services or Pusat Penelitian dan Pengabdian kepada Masyarakat Politeknik Negeri Media Kreatif (P3M Polimedia)
Kampus Politeknik Negeri Media Kreatif (Gedung A, Lantai 1)
Jalan Srengseng Sawah No. 17 RT/RW 008/003, Kel. Srengseng Sawah, Kec. Jagakarsa, Kota Jakarta Selatan, Prov. DKI Jakarta, Indonesia 12640