Lokasi Penelitian Waktu Penelitian
Tabel 3.2 Waktu dan Kegiatan Penelitian
No
Kegiatan Bulan
Februari
Maret April
Mei Juni
Juli 1
Pengajuan Judul Skripsi
Pengesahan Judul Skripsi
2
Penyusunan Bab I
Bimbingan
3
Penyusunan Bab II
Bimbingan
4
Penyusunan Bab III
Bimbingan
5 Seminar UP
6
Pengumpulan Data
7
Pengolahan Data
Penyusunan Bab IV
Bimbingan
8
Penyusunan Bab V
Bimbingan
9
Penyusunan Keseluruhan
Bab
10
Sidang Kelulusan
Sumber : Arsip Peneliti, 2013
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REPRESENTASI EKSPLOITASI PEREMPUAN INDONESIA DALAM IKLAN POND`S WHITE BEAUTY
“PEREMPUAN SELALU INGIN YANG TERBAIK”
Analisis Wacana Kritis Sara Mills Tentang Representasi Eksploitasi Perempuan Indonesia Dalam Iklan POND`S WHITE BEAUTY
“Perempuan Selalu Ingin Yang Terbaik
” Tisa Ayu Firalanti
NIM. 41809179 ABSTRACT
This thesis wasarranged to find out the meaning of The Advertisement of Pond’s White Beauty “Women always Want The Best”. The writer decided to choose
the questions of how the position among subject-object and writer-reader to reach the goal and meaning of The Advertisement of P
ond’s White Beauty “Women always Want The Best”.
This thesis used the qualitative method which had taken the analysis of Sara Mills’ critical discourse as a major of research. The collective data technique which
used were documentations, interview, study of literature, and online-data research. The writer decided to take two human resources with the assumption that they knew a
lot of information which was needed by the writer to answer this analysis. Whereas the results of interview-session had been divided into two categories; questions and
answers. The writer had analyzed them using critical discourse of analysis method.
The result of this research is that the company wants to define of hedonist-life style to the culture of Indonesian women. While the object; the artist and Indonesian
women had been exploited or being insisted by the capitalist. The writer consumed that t
he discourse of “Women always Want The Best”was indirectly made an exploitation of Indonesian women. In other hand, the reader, Indonesian women, was
not so easily being persuaded by the advertisement given. The final research-conclusion is that Ponds have admitted to accept a
discourse that being white was not always the best thing in life. Finally the company it-self decided to follow the culture of Indonesian-women as their product-promotion
way. The writer’s suggestion to Indonesian women that they do not have to be
somebody for being pretty, yet being her own self is easier to do and it is the best thing to do.
Key words: Indonesian women, Sara Mills, Exploitation, Critical discourse.
PENDAHULUAN