Girl Power in SK-II #changedestiny Advertising

Afsari, Bella (2018) Girl Power in SK-II #changedestiny Advertising. Other thesis, Unika Soegijapranata Semarang.

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Anggun C. Sasmi fights to reach her dream, to be a successful international singer. Through an advertising video presented by women to women, SK-II #changedestiny helps Anggun C. Sasmi to share her story in reaching her dream. The purpose of this study is to analyze the Girl Power aspects of Anggun C. Sasmi in the SK-II #changedestiny video. The aspects analyzed are personal narrative and the signs and symbols found in the video. The results of the study find that in fighting to reach her dreams, Anggun shows that she possesses girl power; she is an empowered woman. Her personal narrative reveals her as an independent, determined, and hard working woman, while the signs and symbols which consist of colors, facial expressions, properties, clothes and accessories, and Anggun’s life video support the idea of an empowered woman. Some signs and symbols directly relate to the idea of woman empowerment, but some other signs and symbols only play as a background of Anggun’s personal narrative. Anggun proves that a woman can also reach the dream as a big star even though she has to go through many obstacles.

Item Type: Thesis (Other)
Subjects: 600 Technology (Applied sciences) > 650 Management > 659 Advertising and public relations
Divisions: Faculty of Language and Art > Department of English Literature
Depositing User: Mr Lucius Oentoeng
Date Deposited: 10 Jul 2018 08:02
Last Modified: 11 Jan 2021 02:57

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