iii
Maranatha Christian University
ABSTRACT
Apabila kita membaca sebuah majalah, di dalamnya pasti terdapat berbagai macam iklan. Setiap iklan dibuat dengan begitu rupa sehingga dapat menarik para pembaca. Tanpa kita sadari sebenarnya ada makna dibalik sebuah iklan. Kita bisa melihatnya dari tanda-tanda yang muncul di iklan tersebut. Semiotika adalah ilmu yang mempelajari tanda dan proses penandaan yang sangat tepat untuk diaplikasikan dalam proses analisis yang bertujuan untuk menyingkap simbol-simbol di dalam suatu gambar.
Dalam skripsi ini, saya menganalisis dua iklan POND’S Flawless White dengan duta iklan yang berbeda. Saya menggunakan pendekatan semiotika dan teori product positioning sebagai pedoman untuk menganalisis iklan-iklan tersebut. Sebelum memulai penelitian ini saya percaya bahwa saya akan menemukan pengaruh Barat dalam iklan ini karena produk ini berasal dari negara Inggris dan Belanda.
Dalam saya menganalisis iklan POND’S Flawless White yang pertama dan kedua, saya menggunakan teori product positioning. Kemudian, saya membandingkan product positioning di kedua iklan ini. Berdasarkan hasil analsis,
iv
Maranatha Christian University Indonesia merupakan tempat di mana iklan ini ditampilkan. Akhirnya, saya mengambil kesimpulan bahwa budaya Barat dalam kedua iklan tersebut mendapat tempat lebih ekslusif dibandingkan dengan budaya Indonesia.
i
CHAPTER THREE: REPRESENTATION OF POND’S FLAWLESS WHITE IN MAGAZINE ADVERTISEMENTS 3.1 The First Advertisement ... 18
3.1.1 Textual Signs ... 19
3.1.2 Visual Signs ... 23
3.1.3 The Relationship between Textual and Visual Signs ... 28
3.2 The Second Advertisement ... 29
3.2.1 Textual Signs ... 29
3.2.2 Visual Signs ... 33
3.2.3 The Relationship between Textual and Visual Signs ... 39
CHAPTER FOUR: CONCLUSION ... 40
ii
Maranatha Christian University APPENDIX
49
Maranatha Christian University
APPENDICES
50
1
Maranatha Christian University
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
Generally, women tend to like to read magazines, especially
magazines for women. Cheris Kramarae states this idea in her book Routledge
International Encyclopedia of Women. She says that women are more likely to
read magazines than other reading material. One of the reasons is because they
can get much information about women’s matters through reading the
magazines. Moreover, it is fun to read magazines because they contain a lot of
pictures and beautiful colors that attract our eyes (500).
According to media specialist John Meskill, magazine is the best
media to get information about beauty and elegance. (Dupont 28). Women’s
magazines usually contain information that is up-to-date, such as information
about fashion, accessories, hairstyles, gadgets, and even gossip. Sometimes,
magazines are also like a teacher, that give us tips and tricks or even
suggestions. For example, in the December edition of CLEO magazine, there are
2
Maranatha Christian University (Gunawan 24) and How to know Your Beauty Problem (Harlid 36). Most of it is
about how to be beautiful. Kramarae also says in her book that beauty is a
never-ending topic for women. According to her, many women dare to do anything to be
said they are beautiful women. Amazingly, many women trust the tips from the
magazines and follow them. Besides tips and tricks, there are other things which
are not less interesting or important in the magazines, which are advertisements
(500).
Advertisements have an important role in our life. We can get
information about certain products or services by looking at the advertisements.
Besides selling products or services, advertisements can also be a way to create
an image of a certain product. When a new product is created, advertisements
about the product is created to build brand and product recognition. When the
product is recognized, advertisements are still needed to keep the brand and
product memorized by the costumers. Usually, the image created by an
advertisement is in accordance with how the product is positioned.
According to Oxford Advanced Learner’s Dictionary, the definition of
advertisement is a notice, picture or film telling people about a product, job or
service (“Advertisement”). From the definition above we can conclude that an
advertisement is a way to communicate and to offer something to people.
Usually, each advertisement has different ideas about how to communicate their
product to consumers. Thus, they have to make the advertisement as creative as
possible. In addition, to attract the readers, usually advertisements have models
to represent their products, supported by some written explanation of the product.
3
Maranatha Christian University both the text and the textual indirectly represent the image of the product. Thus,
advertisement can be categorized as linguistic sign.
An advertisement is considered a linguistic sign because it stands for
the message from the advertiser. The advertisement is the signifier because it
contains the advertiser’s aspirations or ideas. The picture of the model, the name
of the product, the testimony of the model, and the picture of the product can also
be considered as signs as “signs take the form of words, images . . .” (Chandler
2). Therefore, I would like to use semiotic theories to analyse the advertisement.
Semiotics is “the study of signs” (Chander 1) and is “concerned with
meaning making representation . . .” (Chandler 2). The semiotics applied is the
structural semiotics, which was first formulated by Ferdinand de Saussure, the
Swiss lingustist. Besides, I also use the theory of positioning of advertisements
by Luc Dupont.
In this thesis I am going to analyse POND’S Flawless White
advertisements in CLEO magazine. POND’S Flawless White is a beauty product
that is popular in Indonesia. The reason why I choose this advertisement is
The advertisements that I am going to analyse are chosen based on
the brand ambassadors of POND’S Flawless White in Indonesia. Brand
4
Maranatha Christian University spreads the message to the public (“What is a Brand Ambassador”). I choose two
advertisements with two different brand ambassadors. The first brand
ambassador of POND’S Flawless White is Bunga Citra Lestari, and the other
brand ambassador that I am going to analyse is Andien. By having two different
brand ambassadors, I believe there is also a different positioning of the product
offered, and that will be the focus of my analysis.
By reading this thesis, I hope that the readers will be more critical in
reading advertisements. Besides, I also hope that they can understand the
importance of advertisements, especially beauty product advertisements as a
media used to convey a certain concept to the society. I believe this can be
beneficial to make people aware that an advertisement contains a concept; thus,
the readers can be more aware and be more critical when reading
advertisements. I also hope this can give an idea to readers that everything in our
daily life is a sign and can stand for something else when analysed semiotically.
Words: 917
1.2 STATEMENT OF THE PROBLEM
In this thesis I would like to analyse the following problems:
1. What are the linguistic signs represented in the two POND’S Flawless White
advertisements?
2. What do the linguistic signs signify?
3. How is POND’S Flawless White product represented in the two
5
2. to show what the linguistic signs signify.
3. to show how the POND’S Flawless White product is represented in the two
advertisements.
1.4 METHOD OF RESEARCH
I began the research by searching for the theories about semiotics in the
library and asking for my lecturer’s theory book. Next, I searched and selected
some beauty product advertisements in a number of magazines. After this, I
gained some more information from the Internet to support my analysis. I
analysed the POND’S Flawless White advertisement using the theory of
semiotics. Lastly, I wrote my research report.
1.5 ORGANIZATION OF THE THESIS
40
Maranatha Christian University
CHAPTER FOUR
CONCLUSION
After doing an analysis of two POND’S advertisements in the previous
chapter, I am going to analyse the similarities and differences of the representation
of POND’S Flawless White in the first and the second advertisement.
As mentioned in Chapter Three, both of the POND’S advertisements
contain textual and visual signifiers. Concerning the textual signifiers, the use of
additional testing and trials can ensure that the product has high quality. In the two
advertisements, there is additional information in asterisks at the bottom of both
advertisements. In the first advertisement it is in the tagline *Berdasarkan pembacaan chromamater dan laporan evaluasi pribadi dalam uji klinis terhadap wanita Asia tahun 2007, and in the second advertisement it is in the tagline * Berdasarkan uji klinis yang dilakukan terhadap 50 wanita Asia untuk atribut
‘membuat kulit tampak lebih cerah’ dan ‘menyamarkan noda hitam’. These textual
signifiers also have ambiguity regarding the information about the product is really
reliable or not but the use of the visual signifiers lead to a viewer’s interpretation
41
Maranatha Christian University advertisements the product is represented as a product that has high quality.
Besides, the same representation of both advertisements is also shown through the
visual signs. Both advertisements use Indonesian women as a model. The model in
the first advertisement is Bunga Citra Lestari, while the model in the second
advertisement is Andien. Both models are Indonesian celebrities. Thus, the
presence of the models who are celebrities in both advertisements can assure the
viewers that the product has a high quality.
In both advertisements, POND’S Flawless White is also represented as a
product which can help women to attract men. This is shown in the signifiers of the
models who have flawless white complexion. They also wear natural make-up.
Besides, their body language shows the body language used by women to attract
men.
Besides this, in both advertisements, POND’S Flawless White is also
represented as a lovable product. This is shown in the signifier of the colour of the
background in these two advertisements, which is dominated by white and pink.
Through the use of positioning theory, the different ways of how the
advertiser presents the product can be analyzed. Different positioning can give
different representation. The two advertisements use different positioning. In the first
advertisement, time positioning is used, in which the advertiser try to attract the
viewers by offering a short time, seven days, whereas, in the second advertisement,
the advertiser tries to attract the viewers through the low price positioning. In both
advertisements, the product positioning is explicitly mentioned in the textual
42
Maranatha Christian University The use of different textual and visual signs can also give different
representations. In the textual signs of In the first advertisement, there is a dialogue
between the model and the viewers through the words Aku and Kamu, while in the second advertisement, there is only the statement from the model. In the first
advertisement, the statement only comes from the model, who is a celebrity, while in
the second advertisement, the statement is from the model, who is a celebrity, and
also from other women who are referred to as to non-celebrities women. The effect
of using Aku and Kamu in the first advertisement is a dialogic sense, and the distance between the model and the viewers becomes closer. In the second
advertisement, however, the viewers are not addressed, but the use of testimony
from a celebrity and non-celebrities in the text of the second advertisement signifies
that the product has been used by many people. In my opinion, the differences are
caused by the different time the advertisements are produced. The first
advertisement was produced when the product is being introduced; here the
advertiser is trying to show the quality of the product by using a popular celebrity in
that year. On the other hand, the second advertisement appeared when the product
had become quite well-known and the advertiser is trying to get more consumers by
using a celebrity and other women who are non-celebrites.
In the visual signs, the model in the first advertisement has fair skin, a
pointed nose, brown hair and eyebrows, and thin lips, which conform to the
characteristics of Caucasians. By contrast, in the second advertisement, the model
has brown skin, her nose is not as pointed as the model’s in the first advertisement,
the colour of her hair and eyebrows are black, and her lips are thick. The model in
43
Maranatha Christian University different signifiers above, I also find the different representations of the product. The
beauty concept in both advertisements is different. In the first advertisement, the
model has the characteristics of beautiful women in general, which is like the
Western world view of beauty, while in the second advertisement, the signifiers of
the model confirm the attributes of Indonesian women, which signifies that the
product is suitable for Indonesian women.
When this product was first introduced, the representation of the product
was more exclusive and efficient. This is shown in the signifiers of the model, who is
portrayed more like a Westerner. Besides, the use of time positioning also signifies
Westerners’ belief in the efficiency of time. However, as time goes by, the
anymore. It signifies that the Western point of view has a more prestigious position
than Indonesian advertisements.
After doing this semiotic research, I realize that semiotics is not merely an
independent study, but it needs other supporting theories in order to make the
analysis of signs become more detailed, thorough, factual and appropriate. For
instance, in my analysis, I relate the analysis with the positioning theory so that I can
44
Maranatha Christian University Last but not least, my suggestion for further researchers who want to take
this topic for their thesis is to make an analysis of this topic until the second order,
and also the myth. In this thesis, I only analyse the first order. For further analysis,
an analysis of POND’S Flawless White advertisements, from the first until the most current advertisements, is needed to get to the second order. By doing so, how
women are represented in Indonesian beauty products can be found out. The
analysis can be based on Roland Barthes’s theory, completed by theories on
gender.
It will often be amusing and challenging when we are able to reveal the
concept of the product by looking at the signifiers and the signifieds in the
advertisement. After doing a semiotic research, we will automatically become more
aware of signs around us and can be more critical and careful when reading
advertisements.
45
Maranatha Christian University
BIBLIOGRAPHY
Primary Text
Pond’s Flawless White. Advertisement. CLEO Dec. 2008. Print.
Pond’s Flawless White. Advertisement. CLEO Apr. 2011. Print.
References
Clayton, Peter. Body Language at Work. London: Duncan Petersen Publishing,
2006. Print.
Corbett, John. An Intercultural Approach to English Language Teaching.
Philippines: Anvil Publishing. Inc, 2007. Print.
Dupont, Luc. 1001 Advertising Tips. Canada: CTR, 2006. Print. “Flawless.” Def.
Oxford Advanced Learner’s Dictionary. 6th ed. Oxford: Oxford
University Press, 2000. Print.
Gunawan, Widarti. “How to appear glamorous like a catwalk model with minimal
make up.” CLEO Des 2008: 24. Print.
Harlid, Herlina. “How to know your beauty problem.” CLEO Des 2008:36. Print.
Kamus Besar Bahasa Indonesia. Edisi 3. Jakarta: Balai Pustaka, 2001. Print.
Kramarae, Cheris. Routledge International Encyclopedia of Women. New York:
46
Maranatha Christian University
Kress, G. and van T. Leeuwen. Reading Images: The Grammar of Visual Design.
London: Routledge, 1996. Print.
Oxford Advanced Learner’s Dictionary. 6th ed. Oxford: Oxford University Press,
2000. Print.
Saussure, Ferdinand de. Course in General Linguistics. Trans. Wade Baskin.
New York: Philosophical Library, 1959. Print.
Silverman, Kaja. The Subject of Semiotics. New York: Oxford University. Inc,
1983. Print.
Suriani, Lily. “Best of the Best Artist 2008” Genie 22 Dec. 2008: 13-14. Print.
Dictionary References
“Advertisement.” Def. Oxford Advanced Learner’s Dictionary. 6th ed. Oxford:
Oxford University Press, 2000. Print.
“Aku.” Kamus Besar Bahasa Indonesia. Edisi 3. Jakarta: Balai Pustaka, 2001.
Print.
“Banyak.” Kamus Besar Bahasa Indonesia. Edisi 3. Jakarta: Balai Pustaka, 2001.
Print.
“Day.” Def. Oxford Advanced Learner’s Dictionary. 6th ed. Oxford: Oxford
University Press, 2000. Print.
“Kamu.” Kamus Besar Bahasa Indonesia. Edisi 3. Jakarta: Balai Pustaka, 2001.
Print.
“Lovable.” Def. Oxford Advanced Learner’s Dictionary. 6th ed. Oxford: Oxford
47
Maranatha Christian University
Websites
Aripurnami, Sita. “Slim, Tall and White, Media Shapes Concept of Beauty.” The
Jakarta Post 8 August 2002. Web. 5 May 2011.
“Cara Mengatasi Kulit Tubuh yang Bermasalah.” Media Indonesia 29 May 2009.
Web. 21 August 2011.
“Cara Wanita Memikat Pria.” Media Indonesia 29 April 2008. Web. 21 August
2011.
Chandler, Daniel. Semiotics for Beginners. Web. 5 May 2011.
“Competitive Positioning.” Marketingmo 21 July 2011. Web. 25 September 2012.
Femina Group. Cleo Media Kit, 2011. Web. 20 May 2011.
“Indonesia.”Countries and Their Cultures 28 April 2009. Web. 1 October 2012.
Lubis, Petti. “Menebak Karakter Lewat Warna Rambut.” VivaNews 31 January
Nugraheni, Mutia. “Trik Jitu Menutup Bekas Jerawat.”VivaNews 22 July 2011.
Web. 5 August 2011
Oktaviani, Kiki. “Karakteristik Wanita yang Disukai Pria.” Tribun News August
2011. Web. 2 September 2011.
“Perbandingan Jumlah Laki-laki:Perempuan (Total).” Menu Data Statistik
Negara2 25 September 2012. Web. 25 September 2012.
Permata, Yulia Sari. “Rahasia Kulit Cantik Wanita Indonesia.” Media Indonesia
48
Maranatha Christian University “POND’S Flawless White, Cantik Tak Harus Mahal.” Tabloid Bintang 17 Maret
2011. Web. 12 September 2012.
Segal, Jeanne. “Nonverbal Communication.” Help Guide. November 2011. 24
November 2011.
Sylvian, Scott Bell. “Reading Body Language of Flirting Men and Women Part 3.”
Body Language Expert. Web. 19 September 2012.
“The Function of Natural Make Up.” My Natural Make Up. 16 May 2009. Web. 29
June 2011.
“The Hidden Meanings in Lipstick Colours.” Beauty 10 September 2011. Web. 12
September 2012.
“The Meaning of Colors.” Color Psychology (2008). Web. 17 May 2011.
“Tip Melukis Alis.” Femina 21 September 2012. Web. 25 September 2012.
