THE REPRESENTATION OF WOMAN’S BODY CONCEPT IN COLGATE’S SLIMSOFT TELEVISION COMMERCIAL: A SEMIOTIC ANALYSIS
This journal seeks to interpret the representation of an ideal body concept of woman in a toothbrush television commercial of Colgate’s Slimsoft, which is airing internationally on the cable TV since the year of 2013. The writer tries to illustrate the hidden ideology by revealing the representat...
Saved in:
| Main Author: | |
|---|---|
| Format: | Theses and Dissertations NonPeerReviewed |
| Language: | English English |
| Published: |
2017
|
| Subjects: | |
| Online Access: | http://repository.unair.ac.id/64219/1/FS%20BE%20116-17%20Saf%20t%20Abstrak.pdf http://repository.unair.ac.id/64219/2/FS%20BE%20116-17%20Saf%20t%20Sec.pdf http://repository.unair.ac.id/64219/ http://lib.unair.ac.id |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Institution: | Universitas Airlangga |
| Language: | English English |
| Summary: | This journal seeks to interpret the representation of an ideal body concept of woman in a
toothbrush television commercial of Colgate’s Slimsoft, which is airing internationally on
the cable TV since the year of 2013. The writer tries to illustrate the hidden ideology by
revealing the representation behind what is beneath the surface of the advertisement.
Colgate is originally an American product which is the number one brand recommended
by Dentists based on Dentists Tracking Study by TNS. The advertisement takes the
interesting idea by adding the words “thin is in” in the end of the conversation of two
toothbrushes. The writer tends to analyze this advertisement by using semiotics theory by
Roland Barthes, beauty myth theory by Naomi Wolf, and adds some supporting facts based
on the scientific researches about women body concept and dental health. The significance
of this study is to be useful for everyone who reads it; especially women who are concerned
about their body. The aim of this study is to critically look at the media or visual cultur.
Using qualitative method approach, this research analyzes the image, colors, and
background of the commercial. The writer concludes by discussing the representation of
the social outlook in how they outbreak the terms of having an ideal body in order to fit in
the society as a result in the findings. |
|---|