Representasi Perempuan dalam Iklan Produk Kecantikan di Media Sosial
Analisis Wacana Kritis Sara Mills pada Iklan Nivea Care & Protect Body Serum
DOI:
https://doi.org/10.62383/filosofi.v2i4.998Keywords:
Beauty Advertisement, Critical Discourse, Gender, Representation, Sara MillsAbstract
This study aims to analyze the representation of women in beauty product advertisements on social media, focusing on the Nivea Care & Protect Body Serum advertisement. Beauty advertisements often depict women within specific social constructions related to beauty standards, gender roles, and power relations. This research employs a qualitative descriptive approach using Sara Mills’ Critical Discourse Analysis, which emphasizes the position of subject (speaker) and object (spoken of) as well as how women are positioned in texts and visuals. Data were collected through documentation of Nivea Indonesia’s official social media posts. The results show that the advertisement not only reproduces the ideal beauty standard identified with fair and well-maintained skin but also positions women as both subjects and objects of consumption. It concludes that while there are efforts toward empowerment, the advertisement still reinforces dominant discourses that strengthen gender stereotypes in the beauty industry.
References
Akbar, M. R., & Supriadi, Y. (2021). Hubungan media massa online dengan pemenuhan kebutuhan informasi mahasiswa. Jurnal Riset Jurnalistik dan Media Digital, 1(1), 35–44. https://doi.org/10.29313/jrjmd.v1i1.171
Andriana, M., & Manaf, N. A. (2022). Analisis wacana kritis Sara Mills dalam novel Berkisar Merah karya Ahmad Tohari. Deiksis: Jurnal Pendidikan Bahasa dan Sastra Indonesia, 14(1), 73–80. https://doi.org/10.30998/deiksis.v14i1.9961
Burlian, S. (2025). Representasi perempuan sebagai penyelenggara pemilu di Provinsi Jambi: Tantangan dan strategi penguatan. Journal of Political Issues, 7(1), 34–45. https://doi.org/10.33019/jpi.v7i1.323
Campbell, N. A. (2000). Biologi. Erlangga.
Eriyanto. (2002). Analisis framing: Konstruksi, ideologi, dan politik media. PT LKis.
Hall, S. (1997). Representation: Cultural representations and signifying practices. Sage Publications.
Instagram @nivea_id. (2025). Promosi Nivea Care & Protect Body Serum 8 Super Foods Formula Baru [Postingan Instagram]. Diakses pada [tanggal akses Anda] dari https://www.instagram.com/nivea_id
Masito. (2020). Pendekatan dalam analisis wacana kritis. ELS A: English Language Study and Applied Linguistics, 18(1). https://doi.org/10.47637/elsa.v18i1.221
NIVEA Indonesia. (n.d.). Iklan Nivea Care & Protect Body Serum [Video]. YouTube. Diakses pada [tanggal akses Anda] dari https://www.youtube.com/watch?v=dWk2UlhhsIU
Putri, E. A. S., & Kartika, A. D. (2022). Representasi cantik dalam iklan produk NIVEA di Jerman dan di Indonesia. IDE: Jurnal Bahasa dan Sastra, 11(2), 124–135. https://doi.org/10.26740/ide.v11n2.p124-135
Satria, G. D., & Junaedi, F. (2022). Representasi kecantikan perempuan dalam iklan Garnier Sakura White dan Wardah White Secret. Komuniti: Jurnal Komunikasi dan Teknologi Informasi, 14(1), 1–10. https://doi.org/10.23917/komuniti.v14i1.17753
Stubbs, A. (2013). Natural language annotation for machine learning. O’Reilly.
Yani, F., Surif, M., & Dalimunthe, S. F. (2022). Analisis wacana kritis model Sara Mills citra sosial perempuan pada cerpen Kartini karya Putu Wijaya. Jurnal Pendidikan Tambusai, 6(2), 9760–9767. https://doi.org/10.31004/jptam.v6i2.3967
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Filosofi : Publikasi Ilmu Komunikasi, Desain, Seni Budaya
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
