The representation of self love in Dove Shampoo digital ads in 2022

Siti Afna Nazila, Firly Annisa

Abstract


This essay looks at how self-love is portrayed in Dove shampoo digital commercials in 2022. This study examines how Dove's advertising for self-love leverage the idea of self-love's commercialization in the media. This study also examines how the discourse on self-love includes representations of women. This study will explain how self-love obtains commodified in advertising and turned into a product. Roland Barthes' semiotic analysis qualitative research approach is used in this study to describe the myths found in the dove shampoo commercial. According to the study's findings, women are urged to use Dove shampoo as a means of expressing their love for themselves and as a means of achieving female emancipation.   

Full Text:

PDF

References


McRobbie, A. (2004). Post-feminism and popular culture. Feminist Media Studies, 4(3), 255–264. https://doi.org/10.1080/1468077042000309937

Sobur, A. (2002). Bercengkrama dengan semiotika.

Annisa, F. (2022). Performance of Micro Celebrities : From Digital Meritocracy to Neoliberalism. Al-I’am, Journal of Contemporary Islamic Communication and Media, 2(2).

Akmala, N. (2003). DALAM LIRIK LAGU IF I WERE A BOY , RUN THE WORLD , FLAWLESS.

Aisyah, N. (n.d.). Representasi Posfeminisme Dalam Iklan ( Eksploitasi sisi emosional wanita dalam iklan. 36–59.

Fauzi, A., Punia, I. N., & Kamajaya, G. (2017). Budaya Nongkrong Anak Muda di Kafe (Tinjauan Gaya Hidup Anak Muda di Kota Denpasar). Jurnal Ilmiah Sosiologi (SOROT), 3(5), 1–3. https://ojs.unud.ac.id/index.php/sorot/article/view/29665

Intan, T. (2021). Rambut Perempuan Dan Mitos Kecantikan Dalam Metropop Hair-Quake Karya Mariskova. Humanika, 28(2).

Mulyaden, A. (2021). Kajian Semiotika Roland Barthes terhadap Simbol Perempuan dalam Al-Qur’an. Hanifiya: Jurnal Studi Agama-Agama, 4(2), 139–154. https://doi.org/10.15575/hanifiya.v4i2.13540

Masturi, A. (2019). Kecerdasan Komunikasi dan Kesehatan Mental. Dakwah: Jurnal Kajian Dakwah Dan Kemasyarakatan, 22(2), 107–122. https://doi.org/10.15408/dakwah.v22i2.12063

Nurafia, R. (2022). Mitos Kecantikan dan Tubuh Perempuan dalam Film Imperfact: Karier, Cinta, dan Timbangan (2019) Karya Ernest Prakarsa. Nusa, 17(1), 1–15. https://ejournal.undip.ac.id/index.php/nusa/article/view/43082/0

Rinanda, A., Achiriah, & Rasyid, A. (2022). Analisis pesan self love dalam lirik lagu answer: love myself produced by beyond the scene (bts) (analisis semiotika ferdinand de saussure). At-Tazakki: Jurnal Kajian Ilmu Pendidikan Islam Dan Humaniora, 6(1), 21–42.

Rina Widiastuti. (2008). Rambut Identitas Perempuan : Membaca Rambut Perempuan di Media Massa. 2.

Srimaryanti, A., Apriliya, S., & Respati, R. (2022). Analisis Self-Love Dalam Kumpulan Cerita Anak Majalah Bobo. Attadib: Journal of Elementary Education, 6(1), 1. https://doi.org/10.32507/attadib.v6i1.1347

Wahyuningsih, S. (2014). KEARIFAN BUDAYA LOKAL MADURA SEBAGAI MEDIA PERSUASIF (Analisis Semiotika Komunikasi Roland Barthes dalam Iklan Samsung Galaxy Versi Gading dan Giselle di Pulau Madura). 1(2). https://doi.org/10.1109/TAES.2018.2864409

Yasmin, A. N., & Fardani, R. A. (2020). Konstruksi Makna Love Yourself dan Mental Health Awareness Bagi Army (Kelompok Penggemar BTS) Terhadap Lagu dan Campaign Milik BTS. SOURCE : Jurnal Ilmu Komunikasi, 6(2), 206–211. http://repository.uinjkt.ac.id




DOI: https://doi.org/10.12928/sylection.v3i1.14005

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