Ratnasari, Myda (2017) MAKNA CANTIK WANITA MUSLIM DI IKLAN TELEVISI (Analisis Semiotika Kecantikan Wanita Muslim Iklan Shampoo Rejoice Hijab versi Citra Kirana ). Other thesis, Universitas Pembangunan Nasional "Veteran" Yogyakarta.
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Abstract
Beauty is the dream of any woman in order to maintain the fresh and
comfortable look in within the beauty, women should undergo several treatments;
for example, women want their hair to stay clean, gentle, and comfortable. In
relation to the treatments, there are many advertisements about Moslem women
who should perform many activities in a day. The image of Moslem women who
have been performing many activities in a day has been benefitted by Shampoo
products and the manipulation of this image is apparent in multiple types of
shampoo complete with their functions. These Moslem women certainly will have
problems with their hair while they are performing their activities and the role of
the Shampoo advertisement, for example Rejoice, is to provide solutions for their
problems. Although the Moslem women’s hair are not exposed to the sunlight
because it is covered by their hijab, their hair need extra treatment in order to
stay comfortable, gentle, and clean. The reason is that their hair that have been
covered by the hijab still demand extra treatment so that these Moslem women
will be able to attain the glowing look in their face which has been the reflection
of their inner beauty. Thus, the objective of this study was to identify the meaning
of beauty as depicted by the advertisement of Rejoice Hijab Shampoo that features
Citra Kirana. The research question in this study was identifying the meaning of
Moslem women’s beauty through the facial expression depicted in the
advertisement and to identify the peculiar characteristics of the beauty depicted
by the advertisement as well. The results of this study were analyzed using the
Roland Barthers method. Through the method, the researcher would find the
connotation signifier and the denotation signifier so that the researcher would
find the myth. Eventually, from the myth in the scenes the researcher would find
the symbol of beauty.
Keyword: Beauty, Moslem women, Semiotics analysis, Hijab
Kecantikan merupakan impian setiap wanita, untuk menjaga kecantikan agar
selalu terlihat fresh dan nyaman ada beberapa perawatan yang harus dijaga seperti
rambut wanita yang selalu ingin terlihat bersih, lembut dan nyaman. Iklan
bercerita tentang wanita muslimah yang memliki aktivitas seharian. Hal ini di
manfaatkan oleh produksi produk Shampoo yang memiliki berbagai macam tipe
Shampoo dan fungsinya. Wanita muslimah tersebut mempunyai masalah dengan
rambutnya dan peran iklan Shampoo Rejoice ini memberikan solusi kepada
wanita berhijab. Meskipun sesuatu yang tak terlihat seperti rambut yang di tutupin
dengan hijab tetapi akan sangat membutuhkan perawatan ekstra rambutnya agar
selalu terlihat nyaman, lembut dan bersih karena saat rambut merasa bersih dan
wangi maka akan terpancar wajah cantik yang berseri dari dalam. Tujuan dari
Penelitian ini untuk mengetahui makna kecantikan yang ada di iklan Shampoo
Rejoice hijab versi Citra Kirana. Rumusan masalah dari penelitian ini adalah
untuk mengetahui makna kecantikan wanita muslimah melalui ekspresi wajah
dalam iklan Shampoo Rejoice dan mengetahui ciri khas kecantikan dari iklan
Shampoo Rejoice hijab versi Citra Kirana di televisi. Penelitian ini dianalisis
dengan mengunakan metode Roland barthers. Melalui metode tersebut
menemukan petanda, penanda makna konotasi dan denotasi sehingga menemukan
mitos. Dari adegan tersebut menemukan simbol kecantikan.
Kata kunci : Kecantikan , Wanita muslim, Analisis semiotika , Hijab
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Kecantikan , Wanita muslim, Analisis semiotika , Hijab |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Social Sciences |
| Depositing User: | Eko Yuli |
| Date Deposited: | 16 Jan 2018 07:16 |
| Last Modified: | 13 May 2024 04:29 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/14206 |
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