Email this article A semiotic study on lipstick L’oreal Paris product poster advertisement
Muhammad Hafiz Kurniawan, Universitas Pendidikan Indonesia, Indonesia
Dadang Sudana, Universitas Pendidikan Indonesia, Indonesia
Abstract
Beauty products advertisements concern the scholars because they use the term women empowerment only to increase their profit without caring what happen to women struggle to defend their own rights in society. The third-wave feminism which more closely to define the beauty in diversity make scholars worried that this will misinterpret to prioritize male gaze rather than women empowerment. For this reason, this research aims to investigate the stereotype of women and how women empowerment were presented in L’Oreal Paris lipstick products advertised instagram. This research applies socio-pragmatic approach to semiotics because this study use social semiotics from Kress and van Leeuwen and pragmatism perspective from Peirce. The data of this research were collected from @lorealparis instagram posts which were related only on lipstick products. The data chosen purposively were collected and analyzed using four steps from Bezemer and Jewitt: collecting and logging, viewing, sampling, transcribing and analyzing. The result of this study shows that icon, index and symbol in the data represent women stereotypically as professional women, sexually powerful, and object of beauty which makes them looks equal and confidence regardless of their skin color and body size. This research also shows that @lorealparis lipstick product advertisement has empowered women to use their attractiveness as the power to conquer obstacles and injustice.
Keywords: semiotic, advertisement poster, L'Oreal Paris lipstick products, women empowerment
Studi semiotik tentang iklan poster produk lipstik L'Oreal Paris
Abstrak
Iklan produk kecantikan menjadi perhatian para sarjana karena mereka menggunakan istilah pemberdayaan wanita hanya untuk meningkatkan keuntungan mereka tanpa peduli apa yang terjadi pada perjuangan wanita dalam membela hak-hak mereka dalam masyarakat. Feminisme gelombang ketiga yang lebih dekat dengan menentukan kecantikan dalam keragaman membuat para sarjana khawatir bahwa ini akan salah diartikan untuk mengutamakan pandangan laki-laki daripada pemberdayaan wanita. Untuk alasan ini, penelitian ini bertujuan untuk menyelidiki stereotip wanita dan bagaimana pemberdayaan wanita disajikan dalam iklan produk lipstik L'Oreal Paris yang dipasarkan di Instagram. Penelitian ini menggunakan pendekatan sosio-pragmatik terhadap semiotika karena penelitian ini menggunakan semiotika sosial dari Kress dan van Leeuwen serta perspektif pragmatisme dari Peirce. Data penelitian ini dikumpulkan dari postingan Instagram @lorealparis yang hanya berhubungan dengan produk lipstik. Data yang dipilih dengan sengaja dikumpulkan dan dianalisis menggunakan empat langkah dari Bezemer dan Jewitt: pengumpulan dan pencatatan, melihat, pengambilan sampel, transkripsi, dan analisis. Hasil dari penelitian ini menunjukkan bahwa ikon, indeks, dan simbol dalam data secara stereotip merepresentasikan wanita sebagai wanita profesional, berkekuatan seksual, dan objek kecantikan yang membuat mereka terlihat setara dan percaya diri tanpa memperhatikan warna kulit dan ukuran tubuh mereka. Penelitian ini juga menunjukkan bahwa iklan produk lipstik @lorealparis telah memberdayakan wanita untuk menggunakan daya tarik mereka sebagai kekuatan untuk mengatasi hambatan dan ketidakadilan.
Kata kunci: semiotik, iklan poster, produk lipstik L'Oreal Paris, pemberdayaan wanita
Keywords
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DOI: https://doi.org/10.21831/ltr.v22i1.51715
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