Representasi Gaya Hidup Wanita Muslim Indonesia dalam Iklan Televisi

Authors

  • Rika Lusri Virga Fishum UIN Sunan Kalijaga Yogyakarta

DOI:

https://doi.org/10.14421/panangkaran.2018.0202-02

Keywords:

Representation, Muslim Women, Television Cosmetic Commercial

Abstract

Wardah cosmetic products heavily use television advertisements in promoting their products. Wardah’s “In My Life” advertisements show the public a particular representation of the lifestyles of Indonesian Muslim women. In this study, it was seen how the advertisements showedIndonesian Muslim women carrying out their daily activities. Through the semiotic method it was found that Muslim women in Indonesia are shown to have an active and dynamic lifestyle in carrying out various activities. All activities were still carried out using Muslim clothing and veils, but the use of Muslim clothing and headscarves was tailored to the type of activity being carried out. This is indicated by various types of Muslim clothing and models of hijabs that the models used when doing several different activities.

[Produk kosmetik Wardah gencar menggunakan iklan televisi dalam mempromosikan produknya. Melalui iklan televisi Wardah versi in my life menampilkan kepada masyarakat tentang representasi gaya hidup wanita muslim Indonesia. Dalam penelitian ini dilihat bagaimana wanita muslim Indonesia dalam akifitas kesehariannya ditampilkan dalam iklan. Melalui metode semiotika ditemukan bahwa wanita muslim di Indonesia ditampilkan memiliki gaya hidup aktif dan dinamis dalam melakukan berbagai aktivitas. Segala aktivitas tetap dilakukan dengan menggunakan pakaian muslim dan berjilbab. Namun penggunaan pakaian muslim dan jilbab tersebut disesuaikan dengan jenis aktivitas yang dilakukan. Hal ini ditunjukkan dengan berbagai jenis pakaian muslim dan model jilbab yang digunakan wanita sebagai model iklan tersebut saat melakukan beberapa aktivitas yang berbeda.]

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Website

http://bmtkhalifa.com/jadi-syari-tak-berarti-merugi/,

http://www.marketing.co.id/wardah-lari-kencang-bersama-komunitas/

http://enikkirei.multiply.com/journal/item/12/Jenis_Iklan_dan_Contohnya. update tanggal, 2 mei

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Published

2019-05-29

How to Cite

Virga, R. L. (2019). Representasi Gaya Hidup Wanita Muslim Indonesia dalam Iklan Televisi. Panangkaran: Jurnal Penelitian Agama Dan Masyarakat, 2(2), 207–218. https://doi.org/10.14421/panangkaran.2018.0202-02

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Articles
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