Analisis Semiotika Eksploitasi Tubuh Wanita dalam Iklan Sabun Vitalis Body Wash di Televisi. (Semiotic Analysis of The Exploitation of Women's Bodies in Ads for Vitalis Body Wash Soap on Television).

Fajarianto, Abdi (2023) Analisis Semiotika Eksploitasi Tubuh Wanita dalam Iklan Sabun Vitalis Body Wash di Televisi. (Semiotic Analysis of The Exploitation of Women's Bodies in Ads for Vitalis Body Wash Soap on Television). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Advertisements represent a life or lifestyle that is a standard in a society, both standard in social and community life. This standard makes everyone compete to meet these standards in order to be the center of attention and the first step in their future career struggle by focusing on appearance first. The purpose of this study is to find out the hidden meanings and messages in advertisements for Vitalis Body Wash soap. This type of research is qualitative using primary and secondary data types. The data analysis technique used by the researcher is Roland Barthes' semiotic, because Roland Barthes divides semiotics into two systems which are commonly called the two orders of signification. Roland Barthes's two orders of signification. Based on the results of the analysis that has been carried out, there are several signs regarding the hidden meanings and messages in the advertisement for Vitalis Body Wash soap in the advertisement, this is evidenced by the presence of several scenes depicting women who have white, clean and bright skin after using Vitalis Body Wash soap. There is other evidence that explains the presence of evidence and the message conveyed in the Vitalis Body Wash soap advertisement that there is a change in appearance so that it can look more beautiful and attractive. The denotative meaning is known from the signifier and the signified, proving that he wants to have bright, rosy skin that shines by using the Vitalis Body Wash soap product. The connotative meaning can be shown by the skin that looks bright and flushed, which is the skin that women want. Beauty is a fair-skinned woman and this is formed after using Vitalis Body Wash soap. As for the myths in advertisements for Vitalis Body Wash soap, namely the assumption that beautiful women tend to have white skin. Keywords : Semiotics of Exploitation of Women's Body, Soap and Television Ads

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