Representation of Indonesian Beautiful Woman in ‘Sariayu Putih Langsat’ Tvc

Lailatul Maulidiyah

2017

Abstract

This research is focused on how mass media, especially advertising, constructs the representation of a beautiful Indonesian woman. The advertisement that is used as an object in this research is Sariayu Putih Langsat Facial Foam TVC (television commercial). It is significant because Sariayu Martha Tilaar launched a new variant in 2015: the Sariayu Putih Langsat product series. The ideal representation of a beautiful Indonesian woman represented by Sariayu cosmetics has shifted from tan skin (1990s) to white skin (now). The aim of this paper is to explore the myth behind the representation in Sariayu Putih Langsat TVC. By semiotics analysis, this research found that beautiful Indonesian women are now represented by women with white skin, such as Sariayu’s brand ambassador, Chelsea Olivia. The white skin that is constructed in this TVC is the skin of Dayak people, East Borneo, who has Tionghoa descent. Indonesian people typically have tan or yellow skin, not white, because Indonesians are of the Mongoloid race. White skin is European from the Caucasoid race. This research shows that mass media creates a hyper-reality about a beautiful Indonesian woman who has white skin and youth, and comes from an upper-class society.

Paper Citation

in Harvard Style

Maulidiyah L. (2017). Representation of Indonesian Beautiful Woman in ‘Sariayu Putih Langsat’ Tvc.In Proceedings of the International Post-Graduate Conference on Media and Communication - Volume 1: IPCOMC, ISBN 978-989-758-337-7, pages 207-212. DOI: 10.5220/0007326802070212

in Bibtex Style

@conference{ipcomc17,
author={Lailatul Maulidiyah},
title={Representation of Indonesian Beautiful Woman in ‘Sariayu Putih Langsat’ Tvc},
booktitle={Proceedings of the International Post-Graduate Conference on Media and Communication - Volume 1: IPCOMC,},
year={2017},
pages={207-212},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0007326802070212},
isbn={978-989-758-337-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the International Post-Graduate Conference on Media and Communication - Volume 1: IPCOMC,
TI - Representation of Indonesian Beautiful Woman in ‘Sariayu Putih Langsat’ Tvc
SN - 978-989-758-337-7
AU - Maulidiyah L.
PY - 2017
SP - 207
EP - 212
DO - 10.5220/0007326802070212