THE IMAGES OF WOMEN IN LUX ADVERTISEMENTS BEFORE
1960s: BETTY FRIEDAN’S CRITICISM ON WOMEN’S IMAGES
A Thesis Presented as a Partial Fulfilment of the Requirement to Obtain
the Bachelor Degree in the English Literature Study Program
By :
Tan Flowren Tania
Student Number: 13.80.0064
ENGLISH DEPARTMENT
FACULTY OF LANGUAGE AND ARTS
SOEGIJAPRANATA CATHOLIC UNIVERSITY
SEMARANG
LAMPIRAN KEPUTUSAN REKTOR UNIVERSITAS KATOLIK SOEGIJAPRANATA
Nomor : 0047/SK.Rek/X/2013
Tanggal : 7 Oktober 2013
Tentang : PERNYATAAN KEASLIAN SKRIPSI/ TUGAS AKHIR DAN THESIS
……….
PERNYATAAN KEASLIAN SKRIPSI/ TUGAS AKHIR DAN THESIS
Dengan ini saya menyatakan bahwa dalam skripsi yang berjudul “THE IMAGES OF
WOMEN IN LUX ADVERTISEMENTS BEFORE 1960s: BETTY FRIEDAN’S
CRITICISM ON WOMEN’S IMAGES” ini tidak terdapat karya yang pernah diajukan untuk memperoleh gelar kesarjanaan di Perguruan Tinggi, dan sepanjang pengetahuan saya juga tidak terdapat karya atau pendapat yang pernah ditulis atau diterbitkan oleh orang lain, kecuali yang secara tertulis diacu dalam naskah ini dan disebutkan dalam daftar pustaka.
Apabila dikemudian hari ternyata terbukti bahwa skripsi ini sebagian atau seluruhnya merupakan hasil plagiasi, maka saya rela untuk dibatalkan, dengan segala akibat hukumnya sesuai peraturan yang berlaku pada Universitas Katolik Soegijapranata dan/atau peraturan perundang-undangan yang berlaku.
Semarang, 18 Oktober 2017
Tan Flowren Tania
A THESIS ON
THE IMAGES OF WOMEN IN LUX ADVERTISEMENT BEFORE 1960s:
BETTY FRIEDAN’S CRITICISM ON WOMEN’S IMAGES
By:
Tan Flowren Tania Student Number: 13.80.0064
Approved by,
Angelika Riyandari, Ph.D October 9th, 2017 Major Sponsor
A thesis defended in front of the Board of Examiners on October 9th,2017 and declared acceptable
BOARD OF EXAMINERS
Chairperson : Angelika Riyandari, Ph. D _________________
Secretary : B. Retang Wohangara, SS., M.Hum __________________
Member : Dr. Heny Hartono, SS., M.Pd __________________
Semarang, October 9th, 2017 Faculty of Language and Arts Soegijapranata Catholic University Dean,
“Whoever has gratitude will be given more, and he or she will
have an abundance. Whoever does not have gratitude, even
what he or she has will be taken from him or her” Rhonda
ACKNOWLEDGMENTS
If you have a dream, then you will also have the power to make it true. I am so
grateful because God gives me strength to finish writing this Thesis. I hope that this thesis
will be an inspiration for those who read it. I have always believed that my faith in Christ
gives me strength to deal with works given to me. There is no fear because I believe that
God will always help me.
This thesis would never exist without the support of my parents. They are always
present during my ups and downs. I believe that their love has made me who I am today. I
feel very blessed for having loving and caring parents in my life. .
I am very thankful to Mrs. Angelika Riyandari as my major sponsor and Mr.
Retang Wohangara as my co-major who are always there to help me in making this thesis.
Thank you for giving me your time in the middle of your busy schedules. Thank you for
giving me your precious suggestions.
I am very blessed for having my friends who are always supportive, helpful and
always be there for me. Thank you for Kezia, Maria, Wiwik, Friska, Devin, Vania,
Lintang, Yogi, and other people that I cannot name one by one. Thank you for making me
smile and supporting me through the tough times. I would never make it to this point of
my life without you all. May God always be with us.
TABLE OF CONTENT
1.6. Significance of the Study ... 5
1.7. Definition of Terms ... 6
CHAPTER II REVIEW OF LITERATURE ... 8
2.1. Women’s Images in Beauty Advertisement …... 8
2.2. Betty Friedan’s Criticism in The Feminine Mystique ... 12
2.2.1. Woman’s Image as an Ideal Beauty………... 15
2.2.3. Woman’s Image as a Domestic Creature ………... 16
2.2.4. Woman’s Image as a Dependent Person ……….… 17
CHAPTER III RESEARCH METHODOLOGY ... 18
3.1. Method of Data Collection ... 18
3.3. Method of Data Analysis ... 19
CHAPTER IV DATA ANALYSIS AND INTERPRETATION ... 20
4.1. Women’s Image as an Ideal Beauty………... 20
4.2. Women’s Image as a Creature to Please a Man ………... 24
4.3. Women’s Image as a Domestic Creature ... 30
4.4. Women’s Image as a Dependent Person ………33
4.5 Exceptions ……….. 38
CHAPTER V CONCLUSION AND SUGGESTIONS ... 37
5.1 Conclusion ………. 40
5.2 Suggestions ………...…. 42
BIBLIOGRAPHY ... 43
LIST OF FIGURES
Figure 4.1 1929 Lux Toilet Soap Helen Morgan……….……….……… 21
Figure 4.2 1957 Lux Toilet Soap Cyd Charisse……….………….………….. 22 Figure 4.3 1933 Lux Toilet Soap Helen Twelvetrees ……….……….. 24 Figure 4.4 1936 Lux Toilet Soap Claudette Colbert ……….……….... 27 Figure 4.5 1939 Lux Toilet Barbara Stanwyck ……….……… 27
Figure 4.6 1947 Lux Toilet Soap June Allyson ……….………... 27
Figure 4.7 1949 Lux Toilet Soap Evelyn Keys ……….…………...…. 27
Figure 4.8 1950 Lux Toilet Soap Virginia Mayo ………..……….... 27
Figure 4.9 1956 Lux Toilet Soap Cyd Charisse ………...….. 28 Figure 4.10 1941 Lux Toilet Soap Dorothy Lamour ……….….…………... 28
Figure 4.11 1944 Lux Toilet Soap Paulette Goddard ……… 28
Figure 4.12 1935 Lux Toilet Soap Carole Lombard ……….…… 31 Figure 4.13 1936 Lux Toilet Soap Claudette Colbert ………...…… 34
ABSTRACT
ABSTRAK
