REPRESENTASI CANTIK DALAM IKLAN PRODUK NIVEA DI JERMAN DAN DI INDONESIA

Abstract

This research is entitled Representation of Beauty in NIVEA Product advertisement in Germany and Indonesia. The purpose of this research was to explore the diversity in beauty standards embraced by women in Germany and Indonesia. The research method used in this research is a qualitative research method. To support this exploration, the author chose Roland Barthes' Semiotic approach theory. The researcher will analyze the denotative meaning and connotative meaning related to beauty consisted in NIVEA product advertisement in Germany and Indonesia. The significance of this research can be seen from the concept of 'beautiful' offered by NIVEA product advertisements both in Germany and in Indonesia. The concept of 'beautiful' is basically a beauty myth that is constructed in the society of each country. The difference in the concept of 'beautiful' or beauty standards in each country certainly has a strong connection with the culture and history in Germany and Indonesia.