BAHASA TUBUH PEREMPUAN DALAM IKLAN KOSMETIKA DI TELEVISI (Sebuah Analisis Wacana)
Abstract: In the era of
liberalization that characterized the television media with comodification
various impressions to attract viewers, in many ways carried on various kinds
of impressions displayed. No exception impressions cosmetic ads which in
practice is clearly a lot of exploiting women's body language to attract the
audience that they ultimately want to use the products offered. Cosmetics with
herbs ad exploits women's bodies are often ignored ethics, especially related
to KPI P3SPS and cultural and religious views of society and the rights of
adolescents and women. The impact is certainly there was a negative. For that
research using discourse analysis techniques to examine the use of body
language in women's cosmetics advertisements on television to be attractive for
the study. The goal is clear to see how the exploitation of women's body
language in advertisements on television cosmetics. Through discourse analysis
method of recording by cosmetics ads on television, and then analyzed by
discourse analysis, it can be concluded that, of cosmetics advertisements on
television were likely to utilize and exploit the perfect female body , in order to reach an
audience sympathetic to using products that offered them. Unfortunately, the
exploitation of women's body language in the cosmetics ads, less attention to
ethical and religious views of the majority of Muslims in Indonesia, so the ad
tend ignore the interests of general public and particularly children,
adolescents, and women themselves.
Keywords: exploitation, elegance of the female body
Penulis: Gunawan Witjaksana,
Samudi
Kode Jurnal: jpkomunikasidd100023
