Natural White Pinkish Fairness Advertisement

Ignacia Petrina

doi:10.9744/katakita.7.1.56-63

Natural White Pinkish Fairness Advertisement

Ignacia Petrina^(1*),

(1) Petra Christian University, Jl. Siwalankerto No.121-131, Siwalankerto, Wonocolo, Surabaya
(*) Corresponding Author

Abstract

This study observes the perceived meanings towards perceived meanings stated by people with different skin colors towards a skin whitening product advertisement. The subjects for this research are people with dark and fair skin. The writer used the theory of perceived meaning, semiosis, representation, interpretation, and light-skinned beauty in Indonesia to analyze the perceived meanings. The study used descriptive qualitative approach to reveal the perceived meanings of the respondents in a systematic way. From this study, it was found that skin color was one of the factors that affects the process of perceived meaning. Dark skin respondents produced perceived meanings that dark skin was beautiful. Meanwhile, fair skin respondents agreed that fair skin equaled beauty. However, they also produced similar perceived meanings due to the similar culture and common stereotype.

Key words: Advertisement, Verbal Expressions, Visual Expressions, Perceived Meaning.

Full Text:

PDF

References

Chandler, D. (2007). Semiotics: The Basic 2nd ed. London.

Danesi, M. (2004). Semiosis, Representation, and Interpretation. In M. Danesi, Messages, Signs, and Meanings: A Basic Textbook in Semiotics and Communication (p. 16). Toronto, Canada: Canadian Scholar Press Inc.

McDougall, A. (2013, June 3). Retrieved 2018, from Cosmetic Design-Asia: https://www.cosmeticsdesign-asia.com/Article/2013/06/04/Skin-lightening-trend-in-Asia-boosts-global-market

Olay Indonesia. (2018, June 25). BARU! Olay Natural White Pinkish Fairness [Video file]. Retrieved from https://www.youtube.com/watch?v=I0-bneqgOQo

Percy, L. & Elliott, R. (2005). Strategic Advertising Management. Oxford University Press.

Schreier, M. (2012). Qualitative Content and Analysis in Practice. Los Angeles: SAGE Publications, Ltd.

Teer-Tomaselli, Ruth (1996) ‘DEBI Does Democracy: Recollecting Democratic Voter Education in the Electronic Media Prior to the South African Elections’, in

George E. Marcus (ed.) Connected Engagements with the Media, pp. 377–421. Chicago and London: Chicago University Press.

DOI: https://doi.org/10.9744/katakita.7.1.56-63