Rahmawati, Nur Isna (2009) Beauty depiction in Pond's TV commercial / Nur Isna Rahmawati. Diploma thesis, Universitas Negeri Malang.
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ABSTRACT Rahmawati Nur Isna. 2009. Beauty Depiction in Pond s TV Commercial. Sarjana s thesis. English Literature Major of the Faculty of Letters Malang State University. Advisor M. Nasrul Chotib M. Hum. Keywords Pond s advertisement beauty stigma. Advertisement is one of the most effective media to convey messages and thus make one of the most influencing media in this modern era of media and information. Advertisement has grown into various forms. The example of the latest form used in advertisement is TV Commercial mini-series. This provides a narrative which allows spectators to enjoy performance just like watching a short movie or a soap opera. One of the biggest cosmetic industries Pond s applied mini-series advertisement to commercialize its product Pond s Flawless White is launched for the first time simultaneously in Indonesia Thailand and other Asian nations in 2007. It tells about Carrie the heroine of this ad who struggles to get her fianc back by using love helping hands Pond s Flawless White. Instead of emphasizing the strength of love this ad alleges that women have to be beautiful in certain ways in order to have access to love pursuit. This study is an attempt to further portraying beauty in Pond s advertisement. Beauty succeeds as a redeemer whilst in the same way it is a trap. It is no longer serves as a stereotype but it has transformed into stigma. By using Naomi Wolf s perspective this study emphasizes on beauty and its messages conveyed by Pond s advertisement by analyzing its cinematography and narrative elements. The elements involve camera movement proportion framing lighting etc. while the narrative elements are plots character(s) conflict and other elements presented. The result of this study proves that the narrative and cinematography elements signify the patriarchal views on women through several standards. One of which compels women to reject their own beauty in order to fit men s perspective and be freed from the sin of ugliness. In short obtaining beauty is both liberating and restricting.
| Item Type: | Thesis (Diploma) |
|---|---|
| Subjects: | ?? ?? |
| Divisions: | Fakultas Sastra (FS) > Departemen Sastra Inggris (ING) > S1 Bahasa dan Sastra Inggris |
| Depositing User: | Users 2 not found. |
| Date Deposited: | 24 May 2009 04:29 |
| Last Modified: | 09 Sep 2009 03:00 |
| URI: | http://repository.um.ac.id/id/eprint/244738 |
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