THE REPRESENTATION OF BEAUTIFUL WOMEN IN SKIN-WHITENING COSMETICS TV COMMERCIALS.
Pradetia Novitri, 2013
THE REPRESENTATION OF BEAUTIFUL WOMEN IN SKIN-WHITENING COSMETICS TV COMMERCIALS
THE REPRESENTATION OF BEAUTIFUL WOMEN
IN SKIN-WHITENING COSMETICS TV COMMERCIALS
A Research Paper
Submitted to fulfill one of the requirements to achieve Sarjana Sastra degree
Pradetya Novitri 0608404
ENGLISH LITERATURE DEPARTMENT FACULTY OF LANGUAGE AND ARTS EDUCATION
INDONESIA UNIVERSITY OF EDUCATION 2013
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Pradetia Novitri, 2013
THE REPRESENTATION OF BEAUTIFUL WOMEN IN SKIN-WHITENING COSMETICS TV COMMERCIALS
The Representation of Beautiful
Women in Skin-Whitening
Cosmetics TV Commercials
Oleh Pradetia Novitri
Sebuah skripsi yang diajukan untuk memenuhi salah satu syarat memperoleh gelar Sarjana Sastra pada Fakultas Pendidikan Bahasa dan Seni
© Pradetia Novitri 2013 Universitas Pendidikan Indonesia
Desember 2013
Hak Cipta dilindungi undang-undang.
Skripsi ini tidak boleh diperbanyak seluruhya atau sebagian, dengan dicetak ulang, difoto kopi, atau cara lainnya tanpa ijin dari penulis.
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THE REPRESENTATION OF BEAUTIFUL WOMEN IN SKIN-WHITENING COSMETICS TV COMMERCIALS
PAGE OF APPROVAL
THE REPRESENTATION OF BEAUTIFUL WOMEN IN SKIN-WHITENING TV COMMERCIALS
By:
PRADETYA NOVITRI Std. Number: 0608404
Approved by: First Supervisor,
Budi Hermawan, M.P.C. NIP. 1973080720022121002
Second Supervisor,
Susi Septaviana, S.Pd., M.A. NIP. 197609042009122002
Head of English Education Department Faculty of Languages and Arts Education
Indonesia University of Education
Prof. Dr. Didi Suherdi, M.Ed. NIP. 196211011987121001
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THE REPRESENTATION OF BEAUTIFUL WOMEN IN SKIN-WHITENING COSMETICS TV COMMERCIALS
ABSTRACT
The Representation of Beautiful Women in Skin-Whitening Cosmetics TV Commercials
Realizing the true intention of the message the media convey becomes important since sometimes the message is hidden behind the text. Today advertisement of skin-whitening cosmetics has changed the way people consider about beautiful women. Therefore, this research was aimed at finding how beautiful women are represented in skin-whitening cosmetics TV commercials. The research used descriptive analysis that is qualitative in nature. Employing visual grammar framework as proposed by Kress and van Leeuwen (2006) and the concept of second order of signification by Barthes (1957), the research analyzed pictures and narrations/dialogues contained in three skin-whitening cosmetics TV commercials. The research found that beautiful women represented as confident, powerful, have good personalities, modern, women’s best friend and object of attraction.
Keyword: advertising, TV commercial, representation, construction, skin-whitening cosmetics
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THE REPRESENTATION OF BEAUTIFUL WOMEN IN SKIN-WHITENING COSMETICS TV COMMERCIALS
ABSTRAK
Representasi Perempuan Cantik dalam Iklan TV Kosmetik Pemutih Kulit
Memahami arti sebenarnya dari pesan yang terkandung dalam sebuah teks menjadi hal yang sangat penting karena terkadang makna yang dimaksud tersembunyi di balik teks literal. Saat ini, iklan-iklan tentang kosmetik pemutih kulit telah merubah pandangan orang mengenai yang seperti apa itu perempuan cantik. Maka dari itu, penelitian ini ditujukan untuk meneliti bagaimana perempuan cantik direpresentasikan dalam iklan TV kosmetik pemutih kulit. Penelitian ini menggunakan metode analisis deskriptif kualitatif. Teori yang digunakan dalam penelitian ini adalah visual grammar yang digagas oleh Kress dan van Leeuwen (2006) dan signifikasi tataran kedua yang digagas oleh Barthes (1957). Penelitian ini menganalisis gambar dan narasi/dialog yang ada di dalam 3 iklan TV kosmetik pemutih kulit. Hasil penelitian ini menunjukkan perempuan cantik terepresentasi sebagai perempuan yang percaya diri, kuat, mempunyai kepribadian yang baik, modern, sebagai sahabat bagi perempuan lain dan sebagai penarik perhatian.
Kata kunci: iklan, periklanan, iklan TV, representasi, konstruksi, kosmetik pemutih kulit
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TABLE OF CONTENTS
Page of Approval ... i
Statement of Authorization ... ii
Preface ... iii
Acknowledgments ... iv
Abstract ... v
Table of Contents ... vi
List of Tables ... viii
List of Appendices ... ix
CHAPTER I INTRODUCTION ... 1
1.1.Background of the Research ... 1
1.2.Research Questions ... 3
1.3.Aims of the Research ... 3
1.4.Significance of the Research... 4
1.5.The Scope of the Research... 4
1.6.Research Methodology ... 5
1.6.1 Data Collection ... 5
1.6.2 Data Analysis ... 6
1.7.Clarification of the Key Terms ... 7
1.8.Organization of the Paper ... 8
CHAPTER II THEORETICAL FOUNDATION ... 10
2.1. Advertising ... 10
2.2. Television Commercials ... 12
2.3. Previous Studies on Women and Media ... 16
2.4. Representation ... 20
2.5. Construction ... 23
2.6. Semiotics Approach ... 24
2.7. Order of Signification ... 27
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CHAPTER III RESEARCH METHODOLOGY ... 34
3.1. Research Questions ... 34
3.2. Research Design ... 34
3.3. Research Subject ... 35
3.4. Data Collection ... 41
3.5. Data Analysis ... 41
3.6. Data Presentation ... 42
CHAPTER IV FINDINGS AND DISCUSSION ... 45
4.1. Findings ... 45
4.1.1. The Representation of Beautiful Women in Skin-Whitening Cosmetics TV Commercials ... 45
4.2. Discussion ... 70
CHAPTER V CONCLUSION AND RECOMMENDATION ... 73
5.1. Conclusion ... 73
5.2. Recommendation ... 74
REFERENCES ... 75
APPENDICES ... x
ABOUT THE WRITER ... xi
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LIST OF TABLES
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LIST OF APPENDICES
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Universitas Pendidikan Indonesia | repository.upi.edu | perpustakaan.upi.edu
CHAPTER I
INTRODUCTION
This chapter includes the elaboration of the background in conducting this research, statement of the research questions, aims of the research, significance and the scope of the research, research methodology which contains data collection and data analysis, clarification of key terms and organization of the paper.
1.1 Background of the Research
One function of communication is instrumental communication which is aimed to inform, guide, persuade, change attitude and idea, transform behavior or initiate actions and to entertain. According to Gorden, (cited in Mulyana, 2008) in this function of communication, audiences are made to believe that the information given is true and worth knowing. One of the channels of communication that can achieve the objectives of instrumental communication is advertisements.
There are two media of advertisement. They are printed (advertisement in magazines, posters and billboards) and electronic (advertisement in radio, television and internet). In particular, since its emergence, television advertising or TV commercial develops as the most effective advertising media because almost every house has at least one television. In addition, TV advertising is a good mass-marketing coverage and it has the capacity to influence people since it
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THE REPRESENTATION OF BEAUTIFUL WOMEN IN SKIN-WHITENING COSMETICS TV COMMERCIALS
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combines all three elements appealing to the senses—sight, sound and motion (Kotler, 2011).
Advertisement nowadays appears to be a powerful media in conveying messages. Besides promoting products, advertisement also offers some ideologies. For instance, skin-whitening cosmetics TV commercials today are similar to each other in portraying the image of beautiful women. Employing white, slim, tall and straight long hair women as the endorsement may be understood as offering a belief, thus ideology that beautiful women are women with such characteristics. Furthermore, the image of beautiful women in advertisements is actually the representation of neocolonialism, racism and capitalism since the endorsers in the ads are carrying the concept of idealized beauty in their whiteness (Prabasmoro 2002, Rustandi 2007).
Javanese people back then believed that beautiful women were women with brown skin and black curly hair. These characteristics of beautiful women eventually became a myth. Barthes (1967) viewed myth as codes of meaning and social values (arbitrary or connotative in fact) that are considered natural. Nonetheless, nowadays the idealized beauty that producers planted in every skin-whitening cosmetics TV commercials causes transformation of the myth. People are forced to accept the idea that slender figure, long straight hair and white skin are the accepted representation of beautiful women. Thus, the representation of beautiful women in skin-whitening cosmetics is an interesting phenomenon to analyze. This is because Indonesia is a tropical country, therefore Indonesian women usually have brownish skin in nature, and the women seen in the TV
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THE REPRESENTATION OF BEAUTIFUL WOMEN IN SKIN-WHITENING COSMETICS TV COMMERCIALS
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commercials give Indonesian women an idea that they can also become as white
as the model’s skin.
Departing from the matter, this research is aimed to analyze three skin-whitening cosmetics TV commercials. Those are Olay Natural White All In One Agnes Monica Version, Citra Spotless White UV Guru TK Version, and Pond’s White Beauty New. This research attempts to reveal the representation of beautiful women in the TV commercials.
1.2 Research Questions
The research examines the phenomenon of skin-whitening cosmetics TV commercials. Specifically, this research is aimed to answer the following questions:
1. How are beautiful women represented in skin-whitening cosmetics TV commercials?
1.1What are the representations of beautiful women in skin-whitening cosmetics TV commercials?
1.2How are the representations constructed?
1.3 Aims of the Research
The answers of the research questions are expected to fulfill the following aims:
1. To discover the representation of beautiful women that is exposed in skin-whitening cosmetics TV commercials.
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THE REPRESENTATION OF BEAUTIFUL WOMEN IN SKIN-WHITENING COSMETICS TV COMMERCIALS
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1.1To reveal the representations of beautiful women in skin-whitening cosmetics TV commercials,
1.2To know how the representation is constructed.
1.4 Significance of the Research
In this globalization era, when all information is free to access, audience/reader/listener is expected to be media literate so they can filter whether particular information is appropriate or not. Thus, this research is expected to enrich the attempt of making audience to be able to see beyond what is shown. Audience needs to be educated so they are not taking what the media said for granted.
Furthermore, this research is employing visual grammar proposed by Kress and van Leeuwen (2006) as the theoretical framework. It is different from other studies (for example Prabasmoro study, 2003) on representation of women in advertisements where the analysis weren’t based on the visual grammar theory.
1.5 The Scope of the Research
The research is limited to only investigate how beautiful women are represented in skin-whitening cosmetics TV commercials. This research also discusses the construction of the representation.
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1.6 Research Methodology
The research employs descriptive qualitative method to answer the research questions. This research describes critically the phenomena in the form of how beautiful women are represented. There are two different types of data, text (verbal signs) and image (visual signs) data. Semiotics is used to analyze the
collected data. The analysis will be done using Roland Barthes’ theory orders of
signification (1957).
1.6.1 Data Collection
The advertisements to be analyzed in this research are downloaded from the website www.jingle-iklan-tv.blogspot.com. Since the internet provides many advertisements, the selection has been made to choose potential advertisements to analyze. The advertisements are:
1. Olay Natural White All In One Agnes Monica Version 2. Citra Spotless White UV Guru TK Version
3. Pond’s White Beauty New
The data are in the form of text and image derived from verbal and visual elements of TV commercials. The investigation focuses on analyzing narration and tagline as the verbal signs, as well models (their physical appearances, fashion, action and facial expression), setting and properties as the visual signs.
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1.6.2 Data Analysis
The collected data are then analyzed using semiotics theory. In specific,
Roland Barthes’ orders of signification (1957) are employed as the framework to
analyze the text data. Its ability to explain meaning at the second stage of interpretation is considered adequate to achieve the objective of this research. Whilst, image data will be analyzed using the theory of reading image as proposed by Kress and van Leeuwen (2006).
The verbal data in the TV commercials (TVC) are taken from its narration and tagline which are transcribed. The next step is to critically select the words, phrases and sentences to be categorized into how beautiful women are represented in skin-whitening TV commercials. Describing process is then done in order to find the meaning of the signs. The last step is to interpret the finding by relating it to the framework theory.
In treating the visual data, the first step is to identify the signs, categorized them into how beautiful women are represented in skin-whitening TV commercials. The next step then is to describe and critically interpret them based on the framework theory employed.
In sum, the following steps have been taken in conducting the research: 1. Formulating the research questions,
2. Selecting and downloading the potential TV commercials from
www.jingle-iklan-tv.blogspot.com,
3. Doing library research to gather information about the framework theories used in the research,
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4. Fragmenting the TVC into several scenes until they become a storyboard, 5. Collecting the text and image data by selecting the words, phrases,
sentences and scenes that potentially answer the research questions, 6. Analyzing the data using theories proposed by experts,
7. Categorizing the data that picture the representation of beautiful women in skin-whitening TVC,
8. Concluding the findings.
1.7 Clarification of the Key Terms
1. Advertising
A non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media (Bovee in Taflinger, 1996).
2. TV Commercial
An advertisement advertised in television as the media. It is considered to be the most effective media to advertise because almost everybody have ever watched television.
3. Representation
It is something which stands for or in place of something else.
Representation always involves ‘the construction of reality’. All texts are constructed representations rather than simply transparent ‘reflections’,
recordings, transcriptions or reproductions of a pre-existing reality (Chandler, 2002:239).
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4. Construction
The creating of something from ideas, opinions, and knowledge (Oxford
Advance Learner’s Dictionary, 2000).
5. Skin-whitening Cosmetics
Cosmetics made in order to whitened human’s skin. It can be in the form of moisturizer/cream, lotion or soap.
1.8 Organization of the Paper
The report of the research will be organized into five chapters as follows:
Chapter I Introduction
This chapter contains Background of the Research, Research Questions, Aims of the Research, Significance of the Research, The Scope of the Research, Research Methodology which contains Data Collection and Data Analysis, Clarification of the Key Terms, and Organization of the Paper.
Chapter II Theoretical Foundation
This second chapter consists of the theoretical framework as the ground to analyze the phenomenon occurs. It contains the definition of Advertising, Television Commercials, Previous Studies on Women and Media, Representation, Construction, Semiotics Approach, Order of Signification and the theory of Visual Grammar.
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It discusses the research design employs in the research. This chapter contains the explanation of Research Questions, Research Design, Research Subject, Data Collection, Data Analysis and Data Presentation.
Chapter IV Finding and Discussion
The chapter contains findings for the research questions and the interpretation of the finding. In this research, beautiful women are represented as Confident, Powerful, Have Good Personalities, Modern,
Women’s Best Friend, and the Object of Attraction.
Chapter V Conclusion and Suggestion
This chapter concludes the research. Moreover, it tries to give suggestions for the upcoming research concerning this issue.
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CHAPTER III
RESEARCH METHODOLOGY
This chapter describes the methodology applied to conduct this research. It contains the explanation of research questions, research design, research subject, data collection, and data analysis also data presentation.
3.1 Research Questions
The research is geared towards answering these following research questions:
1. How are beautiful women represented in skin-whitening cosmetics TV commercials?
1.1What are the representations of beautiful women in skin-whitening cosmetics TV commercials?
1.2How are the representations constructed?
3.2 Research Design
This research employs descriptive qualitative method to answer the research questions. Descriptive qualitative method is chosen since the data are in the form of image and text, not numbers. Meanwhile, the descriptive design is the most appropriate design to use in this research since it describes the phenomena in the form of how beautiful women are represented and how the representation is constructed in the TV commercials (TVCs).
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3.3 Research Subject
The TVCs are downloaded from the website www.jingle-iklan-tv.blogspot.com. The subjects of the research are:
1. Olay Natural White All-in-One Agnes Monica Version
Olay is an American brand established in 1950s by a chemist, Graham Wulff for his wife (available at http://www.olay.com/ accessed on February 8, 2012). Olay is one of the brands under Procter & Gamble (P&G) company. P&G claims over 80 million women on five countries use Olay to their skin, also 8 out of 10 dermatologists in World Congress of Dermatology recommend Olay for the skin care. In Indonesia, Olay is a well-known beauty product and usually Olay employs famous celebrities as their endorsement (often the celebrities act as their
product’s ambassador) in their TVCs (available at http://www.pg.com/ accessed on February 8, 2012).
Olay Natural White All-in-One Agnes Monica version that is analyzed in this research is a spokesperson type of advertisement (Russell et al., 1988). It exposes Agnes Monica as the endorser to inform the audience about the product. Olay is described as one cream that is able to take care of all skin problems. Despite all the benefit, Olay is still affordable. There are 9 scenes that depict the message. Of all scenes, scene #1, #2 and #7 are chosen to be analyzed in this research. Since this TVC only consists of 9 scenes, there is not much scenes that represent woman. The selected scenes are scenes that expose woman. Furthermore those scenes represent the main idea of this TVC. The following are the selected scenes that are analyzed in the present research.
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Scene #1 Scene #2
Scene #7
2. Citra Spotless White UV Guru TK Version
Meanwhile, Citra is an Indonesia’s original product established in 1984. Citra has two main missions, creating a complete skin care treatment through their products and helping Indonesian women balancing their body and mind. Citra’s consumer targets are Indonesian women who want to be modern by still considering the social wisdoms in Indonesia. Citra claims that their products are
made from Indonesian heritage’s natural elements. Many Citra TVCs portray
Indonesian women’s beauty among Indonesian culture as the depiction of their
mission (available at http://www.unilever.co.id/ accessed on February 8, 2012). Citra Spotless White UV Guru TK Version that is analyzed in this research is a story line type of advertisement (Russell et al., 1988). The TVC portrays a
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THE REPRESENTATION OF BEAUTIFUL WOMEN IN SKIN-WHITENING COSMETICS TV COMMERCIALS kindergarten teacher who asks her students to play Twister with her. When the color wheel needle stops at brown color, one of her student points at her brownish
skin and saying “Coklat (brown).” The model feels embarrassed with her skin and tries to cover her arm with her clothes. Then the other teacher suggests the model to use Citra hand and body lotion. The model then depicts as having the lotion
applied to her skin. After applying the lotion, the model’s skin becomes brighter.
Afterwards, the model meets her student again who is now pointing her skin while
saying “Putih (white).” There are also two men who are amazedly looking at her. From 26 scenes, 8 scenes are selected to be analyzed in this research. They are #2, #13, #15, #16, #20, #21, #23 and #25 as can be seen below.
Scene #2 Scene #13
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Scene #20 Scene #21
Scene #23 Scene #25
Since this TVC tells a chronologic story, the selection has been made to the scenes that represent the flow of the story. Moreover, these scenes represent woman and the effect of her presence to the world.
3. Pond’s White Beauty New
Pond’s is an American brand established in 1846 by a scientist Theron T. Pond. It was first a medicine to cure scratches. Now Pond’s has become the fifth most profitable beauty treatment brand all over the world. The product has three different categories, oil control, skin-whitening and anti aging products. Pond’s is
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THE REPRESENTATION OF BEAUTIFUL WOMEN IN SKIN-WHITENING COSMETICS TV COMMERCIALS more wonderful than ever (available at http://www.unilever.co.id/ accessed on April 10, 2012).
Pond’s White Beauty New is a slice of life type of advertisement (Russell et al., 1988). It portrays a young woman in her room. She is applying the cream to her face. At first her face is dark with black spots on it. After applying the cream, her skin gradually becomes brighter. In this TVC, the model is depicted as having a super power. It can be seen from the action she made when she picks the clothes. The clothes are flying in front of her and then she chooses the clothes she wears for the day. Subsequently, she gets out of her house and looks at the sky. The weather is cloudy. She uncovers the cloud so the sky is clear. Then she meets several men on the street. She picks one of the men and brings him closer to her. Her action of choosing and shifting the frames is similar to the movement when operating a tablet gadget with touch screen. From 20 scenes, 8 scenes are selected. They are scene #3, #5, #7, #9, #13, #15, #18 and #19.
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Scene #7 Scene #9
Scene #13 Scene #15
Scene #18 Scene #19
As well as Citra TVC, this TVC also tells a story, so the selected scenes are the one that depict the story. The scenes are also representative in describing the woman this TVC portray.
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3.4 Data Collection
The research subjects are audio visual advertisements. Therefore, the data are in the form of verbal text and image text. The TVCs contain visual and verbal signs. The verbal signs serve as the text data, while the visual signs supply the image data for this research. The TVCs were then fragmented into each scene. The selection had been done to decide the particular scenes to analyze.
The data were collected from the narration/dialogue and tagline as the verbal signs. Moreover its narrative and conceptual representations, gaze, frame size, angle and compositional layout were analyzed as the visual signs.
3.5 Data Analysis
In analyzing the data, the data were categorized into how the beautiful women are represented constructed in skin-whitening cosmetics TVCs. To critically describe the visual data, visual grammar theory proposed by Kress and van Leeuwen (2006) was employed. Meanwhile the transcribed verbal data were analyzed using orders of signification framework as proposed by Barthes (1957). At last, interpretation of the finding was done to conclude it.
Overall in conducting the research, the following steps had been taken: 1. Critically selecting the scenes to be analyzed,
2. Describing the visible signs in the scene and transcribing the verbal data, 3. Analyzing the visual data using the theory of visual grammar as proposed
by Kress and van Leeuwen (2006), whereas the verbal data is analyzed
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TVCs,
5. Drawing conclusion from the findings and suggestions for further study.
3.6 Data Presentation
The collected data are then presented such as following:
Picture 1
(Taken from Olay Natural White All In One Agnes Monica Version scene #1)
The represented participants in this scene are Agnes Monica, Pencerah jar, Bintik hitam tube, Pelembab jar and Krim UV tube. This scene depicts a woman that faces the selections of cosmetics in different shapes and effects. The vectors
emanate from Agnes’ gaze and smile to the camera. Her head is slightly turned
away from the picture’s horizontal plane. She puts her head on her arms.
She is wearing light blue t-shirt and silver bracelet. She applies natural make-up with pink lipstick and black eyeliner to highlight her eyes. Her hair is red-orange. Her white skin is salient among the grey atmosphere in the picture.
In front of her, there is a row of various cosmetic jars. The first one is a jar with the label Pencerah. The lid and body color of this jar is white. The second
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THE REPRESENTATION OF BEAUTIFUL WOMEN IN SKIN-WHITENING COSMETICS TV COMMERCIALS one is a Bintik hitam tube. The lid color of the tube is light yellow and the body is white. The third one is a jar with the label Pelembab. The lid color is silver, and the body is white. The last one is a tube with the label of Krim UV. The lid color is gold, and the body is white. All of the labels on the jars are in black, while the labels outside the jars are in light blue. The human represented participant is leaning on the mirror table and the cosmetic jars are also placed on the mirror table. The represented participants are put in the foreground with a soft focus background. The room in which the picture is taken is dominated by white and gray hue. The narration says “Bisa nggak ya, satu krim pencerah melakukan
semua ini?”
The jars are the non-transactional actors in a sense that the jars are just standing there as the objects in display. The human represented participant is a non-transactional reacter since she is looking at the interactive participants. The presence of the gaze and smile from the human represented participant denotes a demand of information (Kress and van Leeuwen, 2006). The human represented participant then is demanding the interactive participants to choose various cosmetics with different results or one cosmetic that covers all qualification.
This statement is affirmed with the verbal question, “Bisa ngga ya, satu krim pencerah melakukan semua ini?”. The TVC wants the interactive participants to critically select which product they will use in order to get maximum effect. The head of the human represented participant is slightly turned away creates the effect of seducing. The desaturated hue of the background is
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THE REPRESENTATION OF BEAUTIFUL WOMEN IN SKIN-WHITENING COSMETICS TV COMMERCIALS presence of the mirror table is understood to accentuate the shiny white skin of the human represented participant.
The model is wearing light blue t-shirt. Light blue is associated with sincerity, loyalty and peaceful (Davis, 1987), typical characters of caring mothers usually have. Her attire is trying to convey that the model that has motherliness quality also has white skin with no black spots. Meanwhile T-shirt is the kind of casual outfit people usually wear in their time off. The model is applying natural make-up, soft pink lipstick and her eye lines are stressed with black eyeliner. Pink denotes feminine qualities, while the black eyeliner strengthens her gaze to the interactive participants. Her hairdo is also very simple, yet she colored her hair red-orange. Red-orange is associated with power and ambition (Davis, 1987). Her simple attire, natural make-up and her hair represent a modern woman who is still keeping up her nature as a woman who will be a mother someday. Furthermore,
the absence of colored shades on the human represented participant’s cheek and
eye accentuates the whiteness of her skin.
The represented participants are put within a close shot, thus the represented participants are made of having a close personal distance with the interactive participants. In addition, the represented participants are depicted in a frontal angle which means involvement (Kress and van Leeuwen, 2006). By doing this, the TVC suggests that the represented participants are the women’s best friend.
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Pradetia Novitri, 2013
THE REPRESENTATION OF BEAUTIFUL WOMEN IN SKIN-WHITENING COSMETICS TV COMMERCIALS
CHAPTER V
CONCLUSIONS AND RECOMMENDATIONS
This chapter sums up all details of the findings and discussions briefly into some key points followed by some recommendations for further discussion relating to the representation that is shown in advertisement in terms of the grammar of the image.
1.1 Conclusions
Considering the findings that the beautiful women in these researched TVC have white skin, confident and feel powerful about it, strengthens the image of the idealized beauty the world has in their minds, that beautiful means having white skin.
With the massive growth of technology, the world is also changing rapidly. Advertisers should keep track of all the changes in order to maintain the persuasive elements of their advertisements. Women nowadays are multi-tasking women. While taking care of their household tasks, they also have jobs outside the houses.
Finally, since the media exposure on people can give big influence to what people think and do, the view of this idealized beauty should considerably be changed. The advertisers should be in neutral position. But this idealized image of beautiful woman is not constructed in one night. Therefore, people have to be
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Pradetia Novitri, 2013
THE REPRESENTATION OF BEAUTIFUL WOMEN IN SKIN-WHITENING COSMETICS TV COMMERCIALS more selective of what they watch, read and listen. Media literacy is important to filter the wave of information in this global era.
1.2 Recommendations
The research only answers the representation of beautiful women in skin-whitening cosmetics TV commercials in terms of picture composition and second order of signification. Future research in this topic should elaborate more about the modality of the picture—the degree of truth and falsehood of the picture. Since it is relatively new, picture analysis stores great potential and ideas. That is why visual grammar should be introduced to students in order to improve their analytical skills. In the meantime, the research about media exposure in people is extensive and would be interesting to analyze.
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Pradetia Novitri, 2013
THE REPRESENTATION OF BEAUTIFUL WOMEN IN SKIN-WHITENING COSMETICS TV COMMERCIALS
REFERENCES
Altstiel, T., and Jean G. (2007). Advertising Strategy: Creative Tactics From the Outside/In. California: SAGE Publications Ltd.
Barthes, Roland. (1968). Elements of Semiology. New York: Hill and Wang. Barthes, Roland. (1991). Mythologies. New York: The Noonday Press.
Berger, Asa Arthur. (2010). The Objects of Affection: Semiotics and Consumer Culture. New York: Palgrave Macmillan.
Chandler, David. (2002). Semiotics the Basics. London: Routledge.
Davis, Marian L. (1987). Visual Design in Dress. New Jersey: Prentice Hall. Fox, Kate. (1997). Mirror, mirror; A Summary of Research Findings on Body
Image. [Online]. Available at http://www.sirc.org/publik/mirror.html. Accessed on August 4, 2011
Hall, Stuart. (1997). Representation: Cultural Representations and Signifying Practices. London: SAGE Publications Ltd.
Hermawan, Anang. (2008). “Membaca” Iklan Televisi: Sebuah Perspektif
Semiotika. [Online]. Available at
http://abunavis.wordpress.com/2008/05/29/%E2%80%9Dmembaca%E2% 80%9D-iklan-televisi-sebuah-perspektif-semiotika/. Accessed on December 29, 2012
Hornby, A. S. (2000). Oxford Advanced Learner’s Dictionary. Oxford: Oxford University Press.
Hughes, Kylie. (2009). Body Image and The Media. [Online]. Available at
http://kylieghughes.com/2009/12/01/body-image-and-the-media/. Accessed on August 27, 2012.
Kasali, Rhenald. (1994). Manajemen Public Relations. Jakarta: Pustaka Utama Grafiti.
Kotler, Phillip, and Gary Armstrong. (2012). Principles of Marketing. New Jersey: Prentice Hall.
Kress, Gunther, and Theo van Leeuwen. (2006). Reading Images Grammar of Visual Design. New York: Routledge.
Mahsun. (2005). Metode Penelitian Bahasa Edisi Revisi. Jakarta: PT RajaGrafindo Persada.
Masyhuri, and Zainuddin M. (2008). Metodologi Penelitian. Bandung: PT Refika Aditama.
Miles, Matthew B., and A. Michael Huberman. (1994). An Expanded Sourcebook Qualitative Data Analysis. California: SAGE Publications, Inc.
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Pradetia Novitri, 2013
THE REPRESENTATION OF BEAUTIFUL WOMEN IN SKIN-WHITENING COSMETICS TV COMMERCIALS Modaffari, Mary Kay. (2011). Advertising to Women/Moms – A Brief History.
[Online]. Available at
http://www.mediapost.com/publications/article/147679/advertising-to-womenmoms-a-brief-history.html. Accessed on August 27, 2012.
Mulyana, Deddy. (2008). Ilmu Komunikasi Suatu Pengantar. Bandung: PT. Remaja Rosdakarya.
Peril, Lynn. (2012). Mad Women: A History of Women in Advertising. [Online]. Available at http://www.care2.com/causes/mad-women-a-history-of-women-in-advertising.html. Accessed on August 27, 2012.
Prabasmoro, Aquarini Priyatna. (2003). Becoming White: Representasi Ras, Kelas, Femininitas dan Globalitas dalam Iklan Sabun. Yogyakarta: Jalasutra.
Royan, Frans M. (2005). Marketing Celebrities: Selebriti dalam iklan dan strategi selebriti memasarkan diri sendiri. Jakarta: PT. Gramedia.
Russell, J. Thomas, Glenn Verrill, W. Ronald Lane. (1988). Kleppner’s Advertising Procedure. New Jersey: Prentice Hall.
Rustandi, Dudi. (2007). Idealisasi Citra Wanita Cantik dalam Iklan Televisi: Sebuah Pendekatan Cultural Studies. Bandung: BP2I and Simbiosa Rekatama Media.
Sobur, Alex. (2003). Semiotika Komunikasi. Bandung: PT Remaja Rosdakarya. Taflinger, R. F. (1996). A Definition of Advertising. [Online]. Available at
http://www.wsu.edu:8080/~taflinge/addefine.html. Accessed on October 16, 2011.
Thwaites, Tony, Llyod Davis, Warwick Mules. (2009). Introducing Cultural and Media Studies: Sebuah Pendekatan Semiotik. Yogyakarta: Jalasutra.
http://www.olay.com/Pages/HistoryofOlayOlay.aspx 8 Februari 2012
http://www.pg.com/en_US/brands/beauty_grooming/olay.shtml 8 Februari 2012
http://www.unilever.co.id/id/brands/personalcarebrands/citra/ 8 Februari 2012
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one is a Bintik hitam tube. The lid color of the tube is light yellow and the body is white. The third one is a jar with the label Pelembab. The lid color is silver, and the body is white. The last one is a tube with the label of Krim UV. The lid color is gold, and the body is white. All of the labels on the jars are in black, while the labels outside the jars are in light blue. The human represented participant is leaning on the mirror table and the cosmetic jars are also placed on the mirror table. The represented participants are put in the foreground with a soft focus background. The room in which the picture is taken is dominated by white and gray hue. The narration says “Bisa nggak ya, satu krim pencerah melakukan semua ini?”
The jars are the non-transactional actors in a sense that the jars are just standing there as the objects in display. The human represented participant is a non-transactional reacter since she is looking at the interactive participants. The presence of the gaze and smile from the human represented participant denotes a demand of information (Kress and van Leeuwen, 2006). The human represented participant then is demanding the interactive participants to choose various cosmetics with different results or one cosmetic that covers all qualification.
This statement is affirmed with the verbal question, “Bisa ngga ya, satu krim pencerah melakukan semua ini?”. The TVC wants the interactive
participants to critically select which product they will use in order to get maximum effect. The head of the human represented participant is slightly turned away creates the effect of seducing. The desaturated hue of the background is intended to draw attention to the human represented participant’s whiteness. The
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presence of the mirror table is understood to accentuate the shiny white skin of the human represented participant.
The model is wearing light blue t-shirt. Light blue is associated with sincerity, loyalty and peaceful (Davis, 1987), typical characters of caring mothers usually have. Her attire is trying to convey that the model that has motherliness quality also has white skin with no black spots. Meanwhile T-shirt is the kind of casual outfit people usually wear in their time off. The model is applying natural make-up, soft pink lipstick and her eye lines are stressed with black eyeliner. Pink denotes feminine qualities, while the black eyeliner strengthens her gaze to the interactive participants. Her hairdo is also very simple, yet she colored her hair red-orange. Red-orange is associated with power and ambition (Davis, 1987). Her simple attire, natural make-up and her hair represent a modern woman who is still keeping up her nature as a woman who will be a mother someday. Furthermore, the absence of colored shades on the human represented participant’s cheek and eye accentuates the whiteness of her skin.
The represented participants are put within a close shot, thus the represented participants are made of having a close personal distance with the interactive participants. In addition, the represented participants are depicted in a frontal angle which means involvement (Kress and van Leeuwen, 2006). By doing this, the TVC suggests that the represented participants are the women’s best friend.
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CHAPTER V
CONCLUSIONS AND RECOMMENDATIONS
This chapter sums up all details of the findings and discussions briefly into some key points followed by some recommendations for further discussion relating to the representation that is shown in advertisement in terms of the grammar of the image.
1.1 Conclusions
Considering the findings that the beautiful women in these researched TVC have white skin, confident and feel powerful about it, strengthens the image of the idealized beauty the world has in their minds, that beautiful means having white skin.
With the massive growth of technology, the world is also changing rapidly. Advertisers should keep track of all the changes in order to maintain the persuasive elements of their advertisements. Women nowadays are multi-tasking women. While taking care of their household tasks, they also have jobs outside the houses.
Finally, since the media exposure on people can give big influence to what people think and do, the view of this idealized beauty should considerably be changed. The advertisers should be in neutral position. But this idealized image of beautiful woman is not constructed in one night. Therefore, people have to be
(4)
more selective of what they watch, read and listen. Media literacy is important to filter the wave of information in this global era.
1.2 Recommendations
The research only answers the representation of beautiful women in skin-whitening cosmetics TV commercials in terms of picture composition and second order of signification. Future research in this topic should elaborate more about the modality of the picture—the degree of truth and falsehood of the picture. Since it is relatively new, picture analysis stores great potential and ideas. That is why visual grammar should be introduced to students in order to improve their analytical skills. In the meantime, the research about media exposure in people is extensive and would be interesting to analyze.
(5)
REFERENCES
Altstiel, T., and Jean G. (2007). Advertising Strategy: Creative Tactics From the
Outside/In. California: SAGE Publications Ltd.
Barthes, Roland. (1968). Elements of Semiology. New York: Hill and Wang. Barthes, Roland. (1991). Mythologies. New York: The Noonday Press.
Berger, Asa Arthur. (2010). The Objects of Affection: Semiotics and Consumer
Culture. New York: Palgrave Macmillan.
Chandler, David. (2002). Semiotics the Basics. London: Routledge.
Davis, Marian L. (1987). Visual Design in Dress. New Jersey: Prentice Hall. Fox, Kate. (1997). Mirror, mirror; A Summary of Research Findings on Body
Image. [Online]. Available at http://www.sirc.org/publik/mirror.html. Accessed on August 4, 2011
Hall, Stuart. (1997). Representation: Cultural Representations and Signifying
Practices. London: SAGE Publications Ltd.
Hermawan, Anang. (2008). “Membaca” Iklan Televisi: Sebuah Perspektif
Semiotika. [Online]. Available at
http://abunavis.wordpress.com/2008/05/29/%E2%80%9Dmembaca%E2%
80%9D-iklan-televisi-sebuah-perspektif-semiotika/. Accessed on
December 29, 2012
Hornby, A. S. (2000). Oxford Advanced Learner’s Dictionary. Oxford: Oxford University Press.
Hughes, Kylie. (2009). Body Image and The Media. [Online]. Available at http://kylieghughes.com/2009/12/01/body-image-and-the-media/.
Accessed on August 27, 2012.
Kasali, Rhenald. (1994). Manajemen Public Relations. Jakarta: Pustaka Utama Grafiti.
Kotler, Phillip, and Gary Armstrong. (2012). Principles of Marketing. New Jersey: Prentice Hall.
Kress, Gunther, and Theo van Leeuwen. (2006). Reading Images Grammar of
Visual Design. New York: Routledge.
Mahsun. (2005). Metode Penelitian Bahasa Edisi Revisi. Jakarta: PT RajaGrafindo Persada.
Masyhuri, and Zainuddin M. (2008). Metodologi Penelitian. Bandung: PT Refika Aditama.
Miles, Matthew B., and A. Michael Huberman. (1994). An Expanded Sourcebook
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Modaffari, Mary Kay. (2011). Advertising to Women/Moms – A Brief History.
[Online]. Available at
http://www.mediapost.com/publications/article/147679/advertising-to-womenmoms-a-brief-history.html. Accessed on August 27, 2012.
Mulyana, Deddy. (2008). Ilmu Komunikasi Suatu Pengantar. Bandung: PT. Remaja Rosdakarya.
Peril, Lynn. (2012). Mad Women: A History of Women in Advertising. [Online]. Available at http://www.care2.com/causes/mad-women-a-history-of-women-in-advertising.html. Accessed on August 27, 2012.
Prabasmoro, Aquarini Priyatna. (2003). Becoming White: Representasi Ras,
Kelas, Femininitas dan Globalitas dalam Iklan Sabun. Yogyakarta:
Jalasutra.
Royan, Frans M. (2005). Marketing Celebrities: Selebriti dalam iklan dan strategi
selebriti memasarkan diri sendiri. Jakarta: PT. Gramedia.
Russell, J. Thomas, Glenn Verrill, W. Ronald Lane. (1988). Kleppner’s
Advertising Procedure. New Jersey: Prentice Hall.
Rustandi, Dudi. (2007). Idealisasi Citra Wanita Cantik dalam Iklan Televisi:
Sebuah Pendekatan Cultural Studies. Bandung: BP2I and Simbiosa
Rekatama Media.
Sobur, Alex. (2003). Semiotika Komunikasi. Bandung: PT Remaja Rosdakarya. Taflinger, R. F. (1996). A Definition of Advertising. [Online]. Available at
http://www.wsu.edu:8080/~taflinge/addefine.html. Accessed on October 16, 2011.
Thwaites, Tony, Llyod Davis, Warwick Mules. (2009). Introducing Cultural and
Media Studies: Sebuah Pendekatan Semiotik. Yogyakarta: Jalasutra.
http://www.olay.com/Pages/HistoryofOlayOlay.aspx 8 Februari 2012
http://www.pg.com/en_US/brands/beauty_grooming/olay.shtml 8 Februari 2012 http://www.unilever.co.id/id/brands/personalcarebrands/citra/ 8 Februari 2012 http://rumahcantikcitra.co.id/berasjepang/citra-spotless-white-uv/ 8 Februari 2012