Representasi Kecantikan Perempuan Pada Kampanye Be Your Own Melalui YouTube BLP Beauty

Karinia Cantika Putri, Retno Dyah Kusumastuti

Abstract


Women are closely related to beauty. The beauty of women has always been a matter of discussion in society. Therefore, a beauty stigma is formed in society which becomes a demand for women to look beautiful. This has encouraged BLP Beauty to take great opportunities in advertising its products as well as creating a Be Your Own themed campaign to build women's confidence in being beautiful. Women's beauty no longer has to follow the stigma of women's beauty that develops in society. To get an understanding of the contents of the message behind the advertising campaign, a semiotic study is needed to find the message behind the Be Your Own advertising campaign. This study uses a qualitative approach in a descriptive form and uses John Fiske's semiotic content analysis method. The results of the analysis of this study indicate that the representation of women's beauty displayed in the Be Your Own advertising campaign by BLP Beauty is that beauty is to be yourself. 


Keywords


Campaign; Female Beauty; John Fiske’s Semiotics

Full Text:

PDF

References


Alvita, A. C., & Sudrajat, R. H. (2020). Representasi Kecantikan Kontemporer Pada Perempuan Dalam Iklan (Analisis Semiotika John Fiske Dalam Iklan Nivea #ExtraCare for Extra Women. E-Proceeding of Management, 7(2), 7632.

BLP Beauty. (2022). BLP Beauty. Www.Blpbeauty.Com.

Creswell, J. W. (2016). Research Design Pendekatan Metode Kualitatif, Kuantitatif, dan Campuran (4th ed.). Pustaka Pelajar.

Fiske, J. (2018). Pengantar Ilmu Komunikasi (H. Dwiningtyas (ed.); 3rd ed.). PT Raja Grafindo Persada.

Gustina, A., Rahmawati, U., & Wulandari, S. (2020). Makna Cantik Iklan Kosmetik (Analisis Semiotika Charles S. Peirce pada Iklan Wardah Kosmetik Versi Kisah Ramadhan 2019#SelaluBersyukur). Jurnal Massa : Jurnal Online Komunikasi Mahasiswa, 1(1).

Harness, A. (2018). Infografik: 84 Persen Perempuan Indonesia Tidak Sadar Dirinya Cantik. KumparanSTYLE. https://kumparan.com/kumparanstyle/infografik-84-persen-perempuan-indonesia-tidak-sadar-dirinya-cantik-1538272859413926091/full

Kinasih, C. K., & Prasetio, A. (2020). Makna Cantik Pada Iklan The Body Shop Indonesia Versi “Cantik Itu... | #Mytruth #Skintruth” Di YouTube (Analisis Semiotika Charles Sanders Peirce). E-Proceeding of Management, 7(2).

Liong, M. P. (2020). Stop Bikin Standar Cantik Buat Perempuan. Opini.Id. https://opini.id/politik/read-14292/stop-bikin-standar-cantik-buat-perempuan

Mahanani, M. P., Laraswati, D., Salsadilla, R., Nabilah, H., & Wibowo, H. (2020). Pelatihan Konsep Diri Remaja Putri Untuk Membangun Pemahaman Tentang Standar Kecantikan. Kumawula : Jurnal Pengabdian Kepada Masyarakat, 3(3), 449–456.

McQuail, D. (2012). Teori Komunikasi Massa (6th ed.). Erlangga.

Moleong, J. L. (2017). Metodologi Penelitian Kualitatif. Remaja Rosdakarya.

Pratama, A., & Anggraeni, R. (2019). Pengaruh YouTube Advertising Terhadap Respon Konsumen. Inter Community: Journal of Communication Empowerment, 1(1).

Putri, N. N. (2014). Perkembangan Bisnis Martha Tilaar Dalam Dunia Kecantikan Di Indonesia Tahun 1970-1999. Avatara, 2(3).

Rosady. (2013). Kiat dan Strategi Kampanye Public Relations. PT Raja Grafindo Persada.

Samosir, F. T., Pitasari, D. N., Purwaka, & Tjahjono, dan P. E. (2018). Efektivitas Youtube sebagai Media Pembelajaran Mahasiswa (Studi Di Fakultas FISIP Universitas Bengkulu). Record and Library Journal, 4(2), 81–91.

Sinta, C. (2020). Standar Kecantikan Dalam Perspektif Historis Era Post Kolonial-Reformasi. Suara.Com. https://yoursay.suara.com/news/2020/12/22/123121/standar-kecantikan-dalam-perspektif-historis-era-post-kolonial-reformasi

Tilaar, D. M. (2017). Kecantikan Perempuan Timur (D. R. Herliany (ed.); 19th ed.). Gramedia Pustaka Utama. https://books.google.co.id/books?hl=id&lr=&id=NBtNmrGBJxwC&oi=fnd&pg=PR5&dq=kecantikan&ots=VviHMeMAF4&sig=xsQcIsy5M_hrkB9OTTdH3O3OpxA&redir_esc=y#v=onepage&q=kecantikan&f=false

Vera, N. (2015). Semiotika dalam Riset Komunikasi (R. Sikumbang (ed.)). Ghalia Indonesia.

Wahjuwibowo, I. S. (2011). Semiotika Komunikasi : Aplikasi Praktis bagi Penelitian dan Skripsi Komunikasi (1st ed.). Mitra Wacana Media.

Wirasari, I. (2018). Kajian Kecantikan Kaum Perempuan Dalam Iklan. Demandia: Jurnal Desain Komunikasi Visual, Manajemen Desain, Dan Periklanan, 1(2).




DOI: https://doi.org/10.32509/wacana.v22i1.2723

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

 Indexed by:

     

 Recommended Tools :

 

 

WACANA: Jurnal Ilmiah Ilmu Komunikasi

Fakultas Ilmu Komunikasi, Universitas Prof. Dr. Moestopo (Beragama)
Kampus I, Jl. Hang Lekir I/8 Jakarta Pusat, Indonesia 10270
WA: 085714422271 (Chat Only)

email: wacana@dsn.moestopo.ac.id

 

Creative Commons License

WACANA: Jurnal Ilmiah Ilmu Komunikasi Licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.