THE VISUAL AND TEXTUAL ANALYSIS OF MAKEUP ADVERTISEMENTS IN INDONESIA COSMOPOLITAN NOVEMBER 2015 AND 2016
A Thesis
by:
Veronika Daflorensia Parera Student Number: 11.80.0056
ENGLISH DEPARTMENT
FACULTY OF LANGUAGE AND ARTS SOEGIJAPRANATA CATHOLIC UNIVERSITY
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THE VISUAL AND TEXTUAL ANALYSIS OF MAKEUP
ADVERTISEMENTS IN INDONESIA COSMOPOLITAN
NOVEMBER 2015 AND 2016
A Thesis Presented as a Partial Fulfillment of the Requirements to Obtain the Sarjana Sastra Degree in the English Department
by:
Veronika Daflorensia Parera Student Number: 11.80.0056
ENGLISH DEPARTMENT
FACULTY OF LANGUAGE AND ARTS SOEGIJAPRANATA CATHOLIC UNIVERSITY
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ACKNOWLEDGEMENTS
First and foremost, I would deliver my grateful feeling to Jesus Christ for His blessing, guidance, and help for me in finishing this thesis because He gives me health and many lessons to never give up in everything. I do believe that my long and uneasy way of studying in the Faculty of Language and Arts is never far from His guidance.
My sincere gratitude especially goes to my beloved parents and young brothers and sisters who always support me. Thank you for the prayers, support, anger and everything else so that I can finally finish my thesis. I hope I can make all of you proud with my achievement.
I would like to express my sincere gratitude and appreciation to Dr. Ekawati as my major sponsor who has been willing to help me whenever I need her advice. I also found that many of her explanations and suggestions helped me so much. I really thank you for your time, guidance, and suggestions. I would also thank Dr. Angelika as my co-sponsor who also guided me well, gave me many useful suggestions and explanations. My thanks also go to all of the other lecturers and the administration staff in the Faculty of Language and Arts. Thank you for always willing to answer and respond to my questions and concerns.
Also my friends in Faculty of Language and Arts: Martha Dian, Wanda, Pepita Echa, Gabby, Dea, Ryan, and Andin; thanks for sharing our good/ bad time, the stories and all other togetherness we had. I wish the best for you all. I also thank my 2011 fellow students, my seniors, and juniors for the experiences and togetherness we had during these years. I love you all.
Finally, I realize that this thesis is still lacking many things. Nevertheless, I hope this thesis can be useful as the basis for further studies.
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TABLE OF CONTENTS
COVER PAGE ... i
TITLE PAGE ... i
APPROVAL PAGE ... ii
BOARD OF EXAMINERS ... iii
ACKNOWLEDGEMENTS ... iv
TABLE OF CONTENTS ... v
LIST OF CHARTS ... ix
ABSTRACT ... x
ABSTRAK ... xi
CHAPTER I INTRODUCTION ... 1
1.1. BACKGROUND OF THE STUDY ... 1
1.2. FIELD OF THE STUDY ... 3
1.3. SCOPE OF THE STUDY ... 3
1.4. PROBLEM FORMULATION... 3
1.5. OBJECTIVE OF THE STUDY ... 3
1.6. SIGNIFICANCE OF THE STUDY... 3
1.7. DEFINITION OF TERMS ... 3
1.7.1. Popular Culture ... 3
1.7.2. Magazine ... 4
1.7.3. Advertisement ... 5
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CHAPTER II REVIEW OF LITERATURE ... 7
2.1. Advertisement ... 7
2.1.1. Definition of advertisement ... 7
2.1.2. The function of advertisement ... 8
2.1.3. The characteristic of advertising copy ... 8
2.1.4. Cosmopolitan Magazine Advertisement ... 9
2.2. Semiotics ... 10
2.3. Colors ... 11
2.4. Typography ... 15
2.5. Types of Cosmetics ... 18
2.5.1. Face Care ... 20
2.5.2. Foundation ... 24
2.5.3. Face Powder ... 25
2.5.4. Blushers ... 26
2.5.5. Lip Products ... 26
2.5.6. Eye Makeup ... 28
CHAPTER III RESEARCH METHODOLOGY ... 31
3.1. Method of the Research ... 31
3.2. Method of Data Collection... 31
3.3. Method of Data Analysis and Interpretation ... 32
CHAPTER IV DATA ANALYSIS AND INTERPRETATION ... 33
4.1. Type of advertisement found in Indonesia Cosmopolitan 2015 and 2016 ... 33
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4.2.1. Face Care ... 36
4.2.2. Lip products ... 56
4.2.3 Eye makeup ... 66
CHAPTER V CONCLUSION ... 75
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LIST OF FIGURES
Figure 1 : CLINIQUE ... 38
Figure 2: The History of WhooHwa ... 39
Figure 3: SK II ... 40
Figure 4: ESTEE LAUDER ... 42
Figure 5: Tsururi Ghassoul face ... 43
Figure 6: Corine de Farme ... 44
Figure 7: FARIS... 45
Figure 8: SK II ... 47
Figure 9: La Mer ... 48
Figure 10: THE BODY SHOP ... 49
Figure 11: SK II ... 51
Figure 12: SK II ... 51
Figure 13: LANEIGE ... 52
Figure 14: LANEIGE ... 53
Figure 15: SK II ... 55
Figure 16: ESTEE LAUDER ... 58
Figure 17: M.A.C ... 59
Figure 18: THE BODY SHOP ... 61
Figure 19: BENEFIT ... 62
Figure 20: NYX ... 63
Figure 21: CHANEL ... 64
Figure 22: ESTEE LAUDER ... 65
Figure 23: Max Factor ... 68
Figure 24: Maybelline ... 69
Figure 25: VIVA... 70
Figure 26: UEMURA ... 72
Figure 27: REVLON ... 73
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LIST OF CHARTS
Chart 1: Barthes' Semiotic Theory ... 11
Chart 2: The Physical and Non Physical Aspects in Typeface ... 17
Chart 3: Classification of Cosmetic ... 19
Chart 4: Type of Advertisement in Indonesia Cosmopolitan November 2015 ... 34
Chart 5: Type of Advertisement in Indonesia Cosmopolitan November 2016 ... 35
Chart 6: Face Care Advertisements... 36
Chart 7: Lip product advertisements ... 56
x ABSTRACT
As a popular culture, advertisements have a member of media to promote products. One of those media is women magazine. This thesis makes use one of the most globalized women magazines, i.e. the Cosmopolitan. Being an Indonesian, the researcher chose to analyze the November 2016 and November 2016 of the Indonesia Cosmopolitan as her main data. With the most popular product being advertised in the magazine as makeup, this thesis analyzed 28 makeup advertisements. Through a semiotic analysis from Roland Barthes, it is found that (1) consumers prefer to see advertisements that focus more on the products rather than the beautiful models; (2) the most favorable colors used by advertisers is white because it signifies cleanliness and purity which are essential in makeup; (3) the type of color and font used in the text is mostly black or red and in Calibri or San Serif typografi to support the seriousness and trustworthiness of the makeup products, (4) the most frequent makeup products are from the U.S. followed by Korean, Japan, Indonesia, and France; and (5) the most favorable used to persuade consumers are those that denotes (a) cleanliness, (b) sexiness, and (c) trustworthiness.
xi ABSTRAK
Sebagai budaya popular, iklan memiliki berbagai macam media yang digunakan untuk mempromosikan produk. Salah satunya adalah majalah wanita. Skripsi ini menggunakan salah satu majalah global yaitu Cosmopolitan. Sebagai peneliti dari Indonesia, maka data utama skripsi ini adalah Cosmopolitan Indonesia edisi November 2015 dan 2016. Dengan produk yang paling populer adalah makeup, skripsi ini meneliti 28 iklan produk makeup. Melalui analisis semiotika dari Roland Barthes, penelitian ini menemukan hal berikut, yaitu (1) Konsumen lebih memilih untuk melihat iklan yang fokusnya pada produk saja daripada dengan yang memanfaatkan model bersama produknya dalam iklan, (2) Warna yang paling sering digunakan oleh pengiklan adalah putih karena memiliki makna bersih dan murni, (3) jenis warna dan tulisan yang sering digunakan oleh para pengiklan adalah hitam atau merah dan bentuk tipografi Calibri dan San Serif yang mendukung keseriusan produk tersebut, (4) Sebagian besar produk yang diiklankan adalah produk yang berasal dari Amerika Serikat yang diikuti oleh Korea, Jepang, Indonesia, dan Perancis dan (5) kata-kata dalam iklan yang sering digunakan untuk membujuk para konsumen adalah kata-kata yang berdenotasi (a) bersih, (b) seksi, dan (c) dapat dipercaya.
Kata kunci: iklan, Indonesia Cosmopolitan, makeup, Roland Barthes, semiotika,
