Haryani, Fei Bheola Putri (2021) APPLYING ROLAND BARTHES’ SEMIOTICS IN ANALYZING THE POPULAR CULTURE OF INDONESIAN AND USA VASELINE HAND BODY LOTION. Other thesis, Universitas Katholik Soegijapranata Semarang.
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Abstract
This study focuses on analysing advertisements for Indonesia Vaseline hand body lotion and US Vaseline hand body lotion, with a semiotic approach theorized by Roland Barthes. In Barthes work, structural analysis is considered necessary as an entrance to discourse, or in Barthes’ terms of analysis it is called myth (Chandler, 2007, p.162). The purpose of this research is to find the signifiers, signified and the myths. Data consist of 1) Vaseline UV Extra Brightening Indonesia, 2) Vaseline Healthy White and Fresh Hijab, 3) Vaseline Intensive Care Spray US, and 4) Vaseline Clinic Care Extreme Dry Skin US. By discussing the myth from these advertisements, it was found that there are different standards of beauty. The two Indonesia Vaseline hand body lotion advertisement shows the beauty myth of women who have white, glowing skin, slim bodies, and healthy black hair. Now, the white and glowing due to Eastern cultural hybrid beauty myth from China, Japan and Korea. Meanwhile, the other two US Vaseline hand body lotion advertisements convey the beauty myth that women are attractive with tanned skin, slim, and healthy bodies. A tanned skin tone indicates that it is rich, because they get tanned from various sports activities such as golf, and sunbathing which is usually done by Americans, who are classified as successful and rich.
| Item Type: | Thesis (Other) |
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| Subjects: | 400 Language |
| Divisions: | Faculty of Language and Art > Department of English Literature |
| Depositing User: | mr AM. Pudja Adjie Sudoso |
| Date Deposited: | 14 Oct 2021 02:10 |
| Last Modified: | 14 Oct 2021 02:10 |
| URI: | http://repository.unika.ac.id/id/eprint/27100 |
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