Women’s body image in MS Slim beauty television ads

Arinda Novitasari, Wulan Widyasari

Abstract


This research discusses the narrative of women’s body image in MS Slim Beauty television advertisements so that the purpose of the research is to see how the depiction of women’s bodies in advertisements. MS Slim itself was chosen because the researcher was interested in their adverts that not only display the benefits of the product but contain their own meaning, namely shaping a healthy ideal body with MS Slim Beauty. Researcher will use narrative analysis to look at the storyline including initial equilibrium, disturbance and final equilibrium with data obtained in the form of scenes and verbal text used in the advertisement. The results showed that the depiction of the women’s body was built through the development of three flows including the section; Initial equilibrium which provides a stable atmosphere or as an opening in the advertisement. While the disturbance part shows how a woman has fears and difficulties in shaping the ideal body she wants. Then the final equilibrium provides a picture of a slim, toned and healthy body as a solution offered by the product. However, the body that is intended is not just an image of the product but is used as an attraction through imagery and verbal text that is persuasive to attract consumers and become a selling point for the product so that women are often tempted by the results offered and assume that the ideal body in advertising is a definition that is considered correct and makes it a body that must be owned.

Full Text:

PDF

References


Hogan, M. J., & Strasburger, V. C. (2008). Body Image, Eating Disorders, and The Media. University of Minnesota School of Medicine.

Kartika, D., & Sumarmi, S. (2017). Citra Tubuh Pada Remaja Perempuan Gemuk dan Tidak Gemuk: Studi Cross Sectional. Perempuan.

Kumalaningtyas, N., & Sadasri, L. M. (2018). Citra Tubuh Positif Perempuan Dalam Iklan Video Digital. Diakom, 1(2).

Kustanto, L. (2015). Analisis Naratif: Kemiskinan Dalam Program Reality TV “Pemberian Misterius” di Stasiun SCTV. Fotografi Televisi Animasi, 11(2), 109–123.

Novianti, D. S. (2015). Eksploitasi Tubuh Perempuan Dalam Program Tayangan Televisi. Universitas Sultan Ageng Tirtayasa.

Parker, R. (2009). The Female Body and Body Image: A Historical Perspective In Women, Doctors and Cosmetic Surgery. Palgrave Macmillan.

Qorin Munandiyal, Q. M. H., & Fajar Junaedi, F. J. (2022). Production management of digital content for social media in the department of communication and informatic Batang Central Java. COMMICAST, 3(3), 181–191. https://doi.org/10.12928/commicast.v3i2.5953

Salsabila, K. U., & Jamiati, K. N. (2022). The creativity of the J3K version of the Gojek advertisement in the covid 19 pandemic era. COMMICAST, 3(1), 33–41.

Tiara, C., & Durahman, D. H. (2013). Citra Tubuh dan Bentuk Tubuh Perempuan Ideal di Masyarakat. Visual Art.

Utami, N. T. (2022). The role of social media instagram community to tourism promotion in Baubau city. COMMICAST, 3(1), 67–74.

Vidiyawati, A. V. S., & Wibowo, A. A. (2023). Semiotics analysis on “Samsung x BTS: Galaxy for the Planet” Advertisement. COMMICAST, 4(1), 37–47. https://doi.org/10.12928/commicast.v4i1.6312

Wirasari, I. (2016). Kajian Kecantikan Kaum Perempuan Dalam Iklan. Demandia: Jurnal Desain Komunikasi Visual, Manajemen Desain Dan Periklanan, 1(2), 146–156.




DOI: https://doi.org/10.12928/sylection.v3i1.13998

Refbacks

  • There are currently no refbacks.


Contact person:
Mr. Thoyib +62 856 3015 058 
Mr. Resnery +62 852 7899 0181
Mrs. Tristanti +62 811 1773 473

Email:
muhammad.amali@comm.uad.ac.id