Women’s body image in MS Slim beauty television ads

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.