Beauty Construction on Clean&Clear Foaming Face Wash Video Advertisement: A Semiotic Analysis
DOI:
https://doi.org/10.18326/jopr.v6i1.1-16Abstract
The study attempts to explain and describe the semiotic process and the stereotype about beauty construction in video advertisements. A triadic meaning of semiotics is used to identify and analyze the data, focusing on representamen, object, and interpretant. In addition, this study also uses the theory of beauty stereotypes to identify cultural conflicts in the form of beauty construction in society. The method of this study is descriptive qualitative because the writer collected the data in the form of written words, which produces descriptive information. There are sixteen pictures captured from the "Gak Perlu Curi-curi Lagi Cek" – Clean&Clear Foaming Face Wash video advertisement that was analyzed in this study. The research found that the semiotic elements consisting of representamen, objects, and interpretants appeared in the Clean & Clear video ads. The interpretation of signs in this study shows that women are trapped in a dilemmatic beauty construction where physical appearance is an absolute beauty concept for women. Beauty becomes a stereotype because of the construction made by the advertising media that requires women to have perfect physical appearances: smile, confidence, genetically colored skin, clean, without blemishes and acne.
References
Amalia, D., & Zuhri, S. (2022). Analysis of the Beautiful Concept in Marina Ads (Study of Semiotic Analysis on Marina UV White Hand & Body Lotion Advertisement). JOSAR (Journal of Students Academic Research), 8(2), 197-209.
Anouilh, Adler, R. B., Rodman, G. R., & Du Pré, A. (2016). Understanding human communication. Oxford University Press.
Ali, S., & Ullah, Z. (2015). Semiotic insight into cosmetic advertisements in Pakistani print media. INTERNATIONAL JOURNAL, 2(1), 689-705.
Chandler, D. (2022). Semiotics: the basics. Routledge.
Creswell, J. W., & Poth, C. N. (2016). Qualitative inquiry and research design: Choosing among five approaches. Sage publications
Casad, B. & Timko, B. (2015). Gender Stereotypes. Thousand Oaks, The SAGE Encyclopedia of Theory in Psychology. http://dx.doi.org/10.4135/9781483384269.n
DeMichele, T. (2017). Language is a System of Communication that Uses Symbolism. Vote Fact or Myth, on July, 20.
Deledalle, G. (2000). Charles S. Pierce’s Philosophy of Signs. Indiana University Press.
Eriana, A. (2015). Peirce’s semiotics analysis of icon and symbol on perfume advertisements (Doctoral dissertation).
Faizan, M. (2019). The role of semiotics in advertising: communicative approach. Language in India, 19(2), 135-142.
Garnelo, M., & Shanahan, M. (2019). Reconciling deep learning with symbolic artificial intelligence: representing objects and relations. Current Opinion in Behavioral Sciences, 29, 17-23.
Harris, J. L., & Harris, J. L. (2020). How to Be Beautiful like Mrs. Consumer: American Beauty and Italian Women. Italian Women's Experiences with American Consumer Culture, 1945–1975: The Italian Mrs. Consumer, 127-161.
Haryati, H., & Prayuana, R. (2020). An analysis of code-mixing usage in Whatsapp groups conversation among lecturers of universitas Pamulang. Ethical Lingua: Journal of Language Teaching and Literature, 7(2), 236-250.
Ibrahim, I., & Sulaiman, S. (2020). Semiotic Communication: An Approach of Understanding a Meaning in Communication. International Journal of Media and Communication Research (IJMCR), 1(1), 22-31.
Jakšić, S. (2022). Gender Stereotypes and Their (Non-) Verbal Reflections in Modern-Day Advertising on Social Media (Doctoral dissertation, Josip Juraj Strossmayer University of Osijek. Faculty of Humanities and Social Sciences. Department of English Language and Literature).
Kralemann, B., & Lattmann, C. (2013). Models as icons: modeling models in the semiotic framework of Peirce’s theory of signs. Synthese, 190, 3397-3420.
Lestari, H. P. (2016). A Semiosis process analysis on KFC advertisement posters using CS peirce’s theory (Bachelor's thesis).
Mirani, N. W. A., Candra, K. D. P., & Pratiwi, D. P. E. (2021). The Meaning of Beauty in Rare Beauty Video Advertisement. Journal of Humanities, Social Science, Public Administration and Management (HUSOCPUMENT), 1(2), 38-44.
Mukherjee, S. (2022). The Indian Woman: Analyzing Representations of Agency in Indian Advertising Since Independence. Drexel University.
Prior, P. (2014). Semiotics. Routledge
Purwandari, S. N., & Nugroho, C. (2019). Makna Cantik Pada Iklan (Analisis Semiotika Charles Sanders Peirce Pada Iklan Clean And Clear Versi# Iambright Movement). eProceedings of Management, 6(2).
Raharjo, A. R., Hidayat, D. N., Alek, A., & Jalil, N. (2020). Multimodal Analysis of Wardah Lipstick Advertisement. English and Literature Journal, 7(2), 149-159.
Rahmawati, D. (2019). Beauty concept represented on cosmetic advertisement. Jurnal JOEPALLT (Journal of English Pedagogy, Linguistics, Literature, and Teaching), 7(1).
Sakinah, R. M. N., & Hanifa, L. N. (2020). Analysis of icons, indexes, and symbols in youtube advertisement of wardah perfect bright creany foam facial wash. Apollo Project, 9(1), 1-18.
Santi, P. D., & Wirawanda, Y. (2020). The Construction Of Meaning Beauty Women’s Ideal (Semiotic Analysis in Garnier Sakura White Advertising) (Doctoral dissertation, Universitas Muhammadiyah Surakarta).
Silhouette-Dercourt, V., De Lassus, C., & Darpy, D. (2014). How second-generation consumers choose where to shop: A cross-cultural semiotic analysis. Journal of Retailing and Consumer Services, 21(6), 1059-1067.
Song, M. S., & Song, M. S. (2021). What semiotic values do cosmetics consumers consume?: analysis of cosmetic brand reputation and brand selection attributes using text mining. Asian Journal of Beauty and Cosmetology, 19(2), 263-275.
Sugiharti, D. R. (2018, July). Beauty Construction on Pond’s White Beauty Gita Gutawa Version: Semiotic Analysis of Advertisement. In International Conference on Language Phenomena in Multimodal Communication (KLUA 2018) (pp. 384-388). Atlantis Press.
Widyadinda, N. (2016). Pond’s Cosmetic Advertisement: A Representation Of Women’s Beauty (Doctoral dissertation, Unika Soegijapranata Semarang).
Wolf, N. (2013). The beauty myth: How images of beauty are used against women. Random House.
Xu, H., & Tan, Y. (2020). Can Beauty Advertisements Empower Women? A Critical Discourse Analysis of the SK-II's" Change Destiny" Campaign. Theory and Practice in Language Studies, 10(2), 176-188.
Yohana, F. M. (2015). A Semiotic-analysis based on peirce triadic theory on taglines of nokia, honda, airasia, lg and you c 1000 advertising. Deiksis, 7(01), 13-22.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Haryati, Deni Apriadi
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
License and Copyright Agreement
In submitting the manuscript to the journal, the authors certify that:
- They are authorized by their co-authors to enter into these arrangements.
- The work described has not been formally published before, except in the form of an abstract or as part of a published lecture, review, thesis, or overlay journal.
- That it is not under consideration for publication elsewhere,
- That its publication has been approved by all the author(s) and by the responsible authorities – tacitly or explicitly – of the institutes where the work has been carried out.
- They secure the right to reproduce any material that has already been published or copyrighted elsewhere.
- They agree to the following license and copyright agreement.
Copyright
Authors who publish with JOURNAL OF PRAGMATICS RESEARCH agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License (CC BY-SA 4.0) that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
