Orientalism in Semiotics of “Whiteness†in the Indonesian Context: An Analysis of Pond’s Advertisement

Somadi Sosrohadi and Irinne Sri Pratiwi
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Somadi Sosrohadi: Nasional University, Jakarta, Indonesia
Irinne Sri Pratiwi: Nasional University, Jakarta, Indonesia

International Journal of Research and Innovation in Social Science, 2022, vol. 6, issue 6, 785-790

Abstract: This study aims to examine the Pond’s advertisement which in every scene always tries to show the beauty, luxury, feminine and elegant side of whiteness. This study discusses the Pond’s version of the advertisement “Wajahmu Mengalihkan Duniaku†. The concept of whiteness in the Pond’s advertisement version of “Wajahmu Mengalihkan Duniaku†is a standard of female beauty that is depicted in many beauty product advertisements in Indonesia. This study used a qualitative method and a semiotic approach. The researchers find out what the influence of orientalism on the concept of whiteness advertising. The result of this research is to show by manufacturers of skin whitening products contained in the advertising promotion of Pond’s “Wajahmu Mengalihkan Duniaku†slogan. Women are invited to whiten their skin to make them more beautiful and attractive (of the opposite sex). So the researchers conclude that the western concept of female beauty has colonized our society’s thinking.

Date: 2022
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