TEENAGER S PERCEPTION ABOUT THE BEAUTY VISUALIZATION OF MODEL FROM REVLON, MAYBELLINE, POND S AND TJE FUK ADVERTISEMENTS ON TV

Transcription

1 TEENAGER S PERCEPTION ABOUT THE BEAUTY VISUALIZATION OF MODEL FROM REVLON, MAYBELLINE, POND S AND TJE FUK ADVERTISEMENTS ON TV (Case Study of SMAN 1 Juwana and SMP 1 Juwana) A THESIS In Partial Fulfillment of the Requirements for Thesis project on American Cultural Studies in English Department Faculty of Humanities Diponegoro University Submitted by: FAHRUDIN AFENDY NIM: A2B FACULTY OF HUMANITIES DIPONEGORO UNIVERSITY SEMARANG 2013 i

2 PRONOUNCEMENT The writer states thruthfully that this thesis is complicated by him without any taking from other researchers in S-1, S-2, S-3, and in diploma degree of any universities. In addition, the writer ascertains that he does not take the material from other thesis or someone s work except for the references mentioned in bibliography. Semarang, August 2013 Fahrudin Afendy ii

3 MOTTO AND DEDICATION Take time to THINK. It is the source of power. Take time to READ. It is the foundation of wisdom. Take time to QUIET. It is the opportunity to seek God. Take time to DREAM. It is the future made of. Take time to PRAY. It is the greatest power on earth. (Anonymous) This paper is dedicated to: My beloved family who always support me You mean something for me And all people who need the information from this research.. iii

4 APPROVAL Approved by, Thesis Advisor, Prof. Dr. Nurdien H. Kistanto, M.A NIP iv

5 VALIDATION Accepted by, Strata 1 Thesis Examination Committee Faculty of Humanities Diponegoro University on 13 September 2013 Chair Person Arido Laksono, S.S.,M.Hum NIP First Member Second Member Prof. Dr. Nurdien H. Kistanto, M.A Retno Wulandari, S.S.,M.A. NIP NIP v

6 ACKNOWLEDGEMENT Alhamdulillah. Praise to God, who has given His strength and blessing for the writer so this thesis on Teenager s Perception about Beauty of Model Visualization from Cosmetic Advertisement Broadcast in American and Indonesian TV came to a completion. On this occasion, the writer would like to give sincere gratitude to all people who have contributed to the completion of this research report. The deepest appreciation and gratitude are extended to Prof. Dr. Nurdien H. Kistanto, M.A, the writer advisor, who has given his continous guidance, helpful correction, moral support, advice, suggestion, and constructive discussion. The writer s deepest thank also goes to the following: 1. Dr. Agus Maladi Irianto, M.A, as the Dean of Faculty of Humanities Diponegoro University. 2. Sukarni Suryaningsih, S.S, M.Hum, as the Head of English Department, Faculty of Humanities Diponegoro University. 3. Arido Laksono, S.S, M.Hum, as the Head of American Studies Section, English Department, Faculty of Humanities Diponegoro University. 4. Prof. Dr. Nurdien H. Kistanto, M.A as the writer s thesis advisor. 5. All the writer s beloved and respectful lectures in English Department, Faculty of Humanities Diponegoro University. vi

7 6. All of the writer s friends from English Department 2009, especially the men classmate who have given awkward and unforgetable moments during the college time, and many more for giving the writer a true inspiration, an endless support and a memorable lesson of life. 7. The writer beloved family. The writer loves you so much. 8. All people who come into the writer s life. The writer believes that no matter how the random things appear, there must be a plan beyond it. The writer realizes that this thesis is still far from being perfect. Therefore, the writer will be glad to receive suggestion to make this thesis better. Finally, the writer expects that this thesis will be useful to the reader. Semarang, August 2013 Fahrudin Afendy vii

8 TABLE OF CONTENTS TITLE... i PRONOUNCEMENT... ii MOTTO AND DEDICATION... iii APPROVAL... iv VALIDATION... v ACKNOWLEDGMENT... vi TABLE OF CONTENTS... viii LIST OF CHARTS... x LIST OF DIAGRAMS... xi LIST OF PICTURES... xii LIST OF TABLES... xiv ABSTRACT... xv Chapter 1 INTRODUCTION 1.1 Background Problems of Study Scope of Study Aims of Study Hypothesis Methods of Study Significance of Study The Organization of Writing.. 6 Chapter 2 LITERARY REVIEW 2.1 Object of the Research Theoretical Framework Theory of Simulacra by Jean Baudillard Theory of Pragmatic Semiotic by C.S. Peirce 10 Chapter 3 RESEARCH METHOD 3.1 Type of Research Data Source. 13 viii

9 3.3 Population and Sample Technique of Collecting Data Technique of Analyzing Data 16 Chapter 4 ANALYSIS 4.1 Identification, Classification, and Interpretation of Sign from Cosmetic Advertisements Revlon Color Stay Aqua Maybelline Air Foam Foundation Pond s White Beauty Tje Fuk Whitening Cream Teenager s Perspective about Beauty The Effect of Cosmetic Advertisement to Teenager. 52 Chapter 5 CONCLUSION and SUGGESTION 5.1 Conclusion Suggestion 58 BIBLIOGRAPHY 59 APPENDIX ix

10 LIST OF CHARTS Chart 1. Percentage of total respondents in desiring white skin.. 42 Chart 2. Percentage of respondent s opinion about white skin is beauty.. 45 Chart 3. Percentage of respondent s opinion that Indonesian model mostly have white skin.. 47 Chart 4. Percentage of respondent s opinion that white model can be more convincing 52 Chart 5. Percentage of whitening skin affection to the respondent.. 53 Chart 6. Percentage of respondents who are influenced by model in using cosmetic product 53 Chart 7. Percentage of the how important white skin in friendship from respondent 55. x

11 LIST OF DIAGRAMS Diagram 1. Triadic meaning theory by Charles S. Peirce (1931). 10 xi

12 LIST OF PICTURES 1. R ,19 2. R ,19 3. R ,19 4. R ,21 5. R ,21 6. R ,22 7. R ,22 8. R ,22 9. M , M , M , M , M , M , M , M , M , M , M , M , M , M , P , P , P ,33 xii

13 26. P , P , P , P , P , P , T , T , T , T , T , T ,41 xiii

14 LIST OF TABLES Table 1. Relationship between three types of sign and their reference source 11 Table 2. Identification and classification of Revlon Color Stay Aqua advertisement.. 18 Table 2.1. Meaning interpretation of icon from Revlon Color Stay Aqua Advertisement. 19 Table 2.2. Meaning interpretation of index from Revlon Color Stay Aqua Advertisement. 21 Table 2.3. Meaning interpretation of symbol from Revlon Color Stay Aqua Advertisement. 22 Table 3. Identification and classification of Maybelline Air Foam Foundation advertisement. 24 Table 3.1. Meaning interpretation of icon from Maybelline Air Foam Foundation advertisement. 26 Table 3.2. Meaning interpretation of index from Maybelline Air Foam Foundation advertisement. 28 Table 3.3. Meaning interpretation of symbol from Maybelline Air Foam Foundation advertisement. 29 Table 4. Identification and classification of Pond s White Beauty advertisement. 31 Table 4.1. Meaning interpretation of icon from Pond s White Beauty advertisement Table 4.2. Meaning interpretation of index from Pond s White Beauty advertisement.. 35 Table 4.3. Meaning interpretation of symbol from Pond s White Beauty advertisement 36 Table 5. Identification and classification of Tje Fuk advertisement. 38 Table 5.1. Meaning interpretation of icon from Tje Fuk advertisement 39 Table 5.2. Meaning interpretation of index from Tje Fuk advertisement. 40 Table 5.3. Meaning interpretation of symbol from Tje Fuk advertisement. 41 Table 6. The respondent s opinion about having white skin. 43 Table 7. The top beauty women from the respondent s opinion. 45 Table 8. The respondent s judgment of model s appearance.. 48 xiv

15 Table 9. The respondent s reasons in which model s appearance is the most attractive to them. 49 Table 10. The respondent s motivation in using cosmetic product.. 54 xv

16 ABSTRAK Sebagai salah satu perantara penyampaian informasi, media massa seperti televisi membawa tanda-tanda yang tanpa disadari dapat mengkonstruksi pola pikir masyarakat tak terkecuali iklan kosmetik melalui modelnya yang disiarkan dalam televisi. Model dari iklan Pond s White beauty dan Tje Fuk Whitening Cream selalu terlihat mempunyai kulit yang putih, sedangkan model dari Revlon dan Maybelline tidak hanya berkulit putih saja. Hal ini tentunya menarik sebagai objek kajian guna mengetahui seperti apa bentuk kecantikan itu oleh persepsi para responden sehingga diketahui apakah tampilan visual dari model-model iklan kecantikan mempunyai andil dalam membentuk persepsi semacam itu atau tidak. Tujuan dari penelitian ini adalah untuk menjelaskan perbedaan makna tanda-tanda yang ada didalam iklan kosmetik yang menjadi objek kajian sekaligus untuk mengetahui persepsi kecantikan oleh para remaja Indonesia sehingga didapat apakah persepsi tersebut mempunyai ciri khas yang sama dengan apa yang konstruksi oleh media. Dengan menggunakan metode penelitian kuantitatif, penulis menemui langsung para responden yang merupakan murid-murid dari SMPN 1 Juwana dan SMAN 1 Juwana yang digunakan sebagai data utama dalam pembuatan data statistik. Untuk metode pengambilan sample, penulis menggunakan purposive sampling yang respondennya telah ditentukan dengan jumlah total 30 murid. Untuk mengalisa data, penulis menggunakan teori Simulacra oleh Jean Baudillard (1994) dan menggunakan pendekatan semiotic oleh Charles S. Peirce (1931). Hasil penelitian ini menunjukan bahwa dalam iklan kecantikan yang menjadi objek kajian penelitian ini mempunyai beberapa perbedaan seperti penggunaan model yang tidak hanya berkulit putih dan manfaat produk yang menyehatkan kulit tanpa merubah warna kulit aslinya oleh iklan Revlon dan Maybelline dan salah satu iklan, Revlon, menyiratkan bahwa kecantikan tidak hanya soal penampilan luar saja. Sedangkan hasil analisa data yang diperoleh dari responden menginformasikan bahwa persepsi wanita cantik seperti yang bertubuh langsing, berkulit putih dan mempunyai rambut yang lurus sehingga mereka yang tidak mempunyai kriteria tersebut biasanya merasa kurang percaya diri, takut dikucilkan dalam pergaulan dan tidak terlihat cantik xvi

17 Chapter 1 INTRODUCTION 1.1 Background As human beings, people are heterogeneously created. It can be said that people from one country to another have specific identity that can be seen directly by the eyes. As an example, the writer as an Asian is definitely different from the other Asians such as Korean or Japanese; moreover if the writer is compared to African or European by appearance. People are significantly different because it is their heterogeneity as human beings. The writer thinks that it is not a big deal if people are different from their appearances because people all over the world have special characteristics that make them so wonderful. However, there is an action that threatens this gift. It influents the way of thinking to be homogeny because the assumption of one race as superior to others, for example in beauty case brought by advertising activity. Advertising is a profitable industry; instead of making a lot of money it also can make stereotyping. Nowadays, people are exposed by millions of advertisements; this phenomenon can be the easiest way to send a lesson especially from television that people see every day. The advertisements sell a great deal more than the products. They tell us who people are and who people should be; even sometimes they do not represent the origin of the people. It is very dangerous if the mindset is controlled by what advertisements serve such as in the cosmetic advertisement.

18 Cosmetic advertisements on television with white models are often broadcasted continually. The message of these advertisements can be transformed into a stereotype that beauty is white so if a woman wants to be beautiful, she should have a white skin. It is ironic when this condition arises in a country that originally does not come from Caucasian race such as European. Therefore, it can be said that the advertisements such as Pond.s and Tje Fuk can create an ideology about the standard of beauty. Meanwhile, the other cosmetic advertisements model such as Revlon and Maybelline not only come from the white women. This phenomenon above leads the writer to discover further. The research is focused in Juwana district of Indonesia. As a coastal in tropic area, the people of Juwana mostly have an non-white color skin but the teenager are considered to have white color skin. By seeing through teenagers perception, the potential target of cosmetic product, the writer explains what they think and see of this issue about the beauty visualization of model from those cosmetic advertisements. 1.2 Problems of Study 1. What are the differences in sign and meaning between Revlon,Maybelline, Pond s and The Fuk? 2. a. What is the perception of Indonesian teenagers about white models in cosmetic advertisement? b. How do they think about the the non-white model in cosmetic advertisement? 3. What are the effects of beauty visualization from the models of those advertisements to teenagers? 2

19 1.3 Scope of Study The scope of this research can be seen from two aspects. The first one is from its respondents that are the students of SMAN 1 Juwana and SMPN 1 Juwana. The other is its object, because there are so many aspects that can be analyzed from advertisement so the writer only focuses on the signs that make beauty perception of cosmetic advertisements from Revlon,Maybelline, Pond s and The Fuk. 1.4 Aims of Study 1. To know the differences of signs and meanings between Revlon,Maybelline, Pond s and The Fukin in wrapping beauty perception. 2. To know what the teenagers perception about beauty represented by the models of those cosmetic advertisements. 3. To find the other effects of those advertisements to teenagers 1.5 Hypothesis The hypothesis of this research is that there are differences of meaning brought by these advertisements which affect the teenagers in how they see and reflect the beauty of a woman. 1.6 Methods of Study For the method of this research, the writer chooses quantitative method. Quantitative method is a technique of research based on numeric information. 3

20 This method uses particular respondents to answer such questionnaire or structured interview. A survey design provides a quantitative or numeric description of some fraction of the population-the sample-through the data collection process of asking questions of people (Creswell, 1994: 117). The writer uses Jean Baudillard s theory about Simulacra as the main theory for this research. In his book, Baudillard states that: Simulation is no longer that of a territory, a referential being, or a substance. It is the generation by models of a real without origin or reality: a hyperreal (1994: 3). The situation nowadays has become so reliant on models that people have lost all contact with the real world that preceded them. It means that reality begins merely to imitate the model which precedes and determines the real world. To support the main theory, the writer uses Pragmatic Semiotic approach to help in analyzing further about meaning and sign since simulacra relates with meaning and interpretation. According to Jane Stokes (2003: 76) Semiotic is one of the most interpretative methods in analyzing text. In this research, the writer chooses semiotic theory by Charles S. Peirce (1931). A form of signs is words. The object is something that referenced by sign. And the interpretan is a sign which is in someone's mind about the object referenced by sign. If those three elements interact in someone's mind, then the meaning is created from something represented by sign. The triangle theory deals with a question of how a meaning is emerged from a sign when the sign is used by people in communication. 4

21 1.7 Significance of Study The comparison of cosmetic advertisements that have different ways in presenting women as the beauty model is something rare and new to the writer so the writer wants to know the Indonesian teenagers opinion about having white skin since they are valuable market to cosmetic industries. Furthermore, this research uses simulacra theory that explains the changing indication of social sign because of manipulation from media that creates false consciousness. This research can also be a reference to further research about related topic. 1.8 Organization of Writing Chapter 1 : INTRODUCTION This chapter includes the background that shows the reason why the writer chose this research, problems that want to be arisen, limitation of the study, aims of the study, hypothesis, method of study, significance of study, and organization of writing. Chapter 2 : LITERARY REVIEW This chapter consists of the object of research and theoretical framework. Chapter 3 : RESEARCH METHOD This chapter explains about the type of this research, source of the data, population and sample, technique of collecting data, and technique of analyzing data. 5

22 Chapter 4 : ANALYSIS This chapter discusses about data analyses of the research. Chapter 5 : CONCLUSION and SUGGESTION This chapter contains review of the whole analysis. 6

23 Chapter 2 LITERARY REVIEW 2.1 Object of the Research The objects of this research are advertisements especially cosmetic advertisements that use representation of women model as the beauty creature. The representations of the models from cosmetic advertisements do not base on the real background where the advertisement broadcasted. Here, the background means the condition where the people live; geographical location aspect and from what race they are. Although Indonesia is one of the largest ethnic countries in the world with many tribes, many of them are originally from same races and the others are the minority such as Negroid race in Papua and Mongoloid race from Chinese descent. Each of those races have their special identity, this should be the pride of diversity that includes the beauty aspect. On the contrary, the cosmetic advertisements broadcasted in Indonesia show the opposite of that pride. Cosmetic advertisements broadcasted in Indonesian show how their product can change the skin color into white as Caucasians. Meanwhile, the cosmetic advertisements broadcasted in the modern country like America which has many ethnics and races too, the different situation arises by the plurality of their color skin model. In America, the models of cosmetic advertisement represent their diversity. The models are plurals; they are not only the white women but also non-

24 white women. This situation indicates that they appreciate their beauty which has many forms. Therefore, this different view that shows the beauty form from model visualization of cosmetic advertisement broadcasted in America can be considered as a lesson to appreciate the diversity of beauty. So, the writer takes samples from cosmetic advertisements broadcasted in American and Indonesian. The samples are taken not from advertisements of the same product because the writer wants to show the diversity of advertisements from one product to another in how they present the models. The reason why the writer chooses those advertisements is based on American Customer s Brand Choice Awards for Revlon in 2011 and Maybelline in 2012 and Indonesian Customer s Brand Choice Awards for Pond s in While the reason for Tje Fuk, because it clearly states that this product can change skin color into white with the proven statement by one of the models. 2.2 Theoretical Framework Theory of Simulacra by Jean Baudillard The main theory used in this research is a theory from Jean Baudillard about simulacra in his book Simulacra and Simulation. Baudillrad s concept about simulacra is the creation of a reality through conceptual model or something that cannot be seen the truth in reality. This concept becomes an important factor to understand about a reality created by media. Everything that attracts human s interest can be shown in media with ideal package, here, the boundary between 8

25 simulation and truth becomes not clear so that it creates simulacra and hyperreality. Whereas representation attempts to absorb simulation by interpreting it as a false representation, simulation envelops the whole edifice of representation itself as a simulacrum (Baudillard, 1994: 6). Hyper-reality creates one condition which is an imitation blending with the truth. The categories such as truth, lie, origin, issue, and reality do not exist in such world. This condition makes modern society over in consuming something whose essentiality is not clear. Most of this society consume not for economical reason but for pride because they are imitated by influence of model simulation so that they become more concern in lifestyles and values. Beyond meaning, there is the fascination that results from the neutralization and the implosion of meaning. Beyond the horizon of the social, there are the masses, which result from the neutralization and the implosion of the social (Baudillard, 1994: 50). The sign of this value becomes priority. Value system is built from organized object system. This object system works on ideological integration which has a meaning that a new subject obtains a meaning as person through personalization which is managed by object system and sign system. Nowadays, mass media and information are not being the true communicational medium but they are being a meaning representation from signs. To clarify his point of view, Baudillard (1994) argues that there are three orders of simulacra. The first he associates with pre-modern period, the image is a clear counterfeit of the real; the image is recognized as just an illusion, a place 9

26 marker for the real. For the second he associates with the industrial revolution, the distinctions begin to break down between the image and the representation because of mass production and proliferation of copies. In the last order, he associates with post-modern age, people are confronted with a precession of simulacra where the representation determines the real. In short way, the differences between simulation and simulacra are the following: simulation is an imitation from something which is the object or the situation can be determined between the real reality and the imaginary reality. When a simulation blends with common truth, it is represented and made as real as reality then it is mixed with experiences or emotional side from the society, it becomes simulacra where the real reality and imaginary reality absolutely blur. This situation can be called a hyper-reality Theory of Semiotic Pragmatic by C.S. Peirce Advertisement is one of the mediums by media which has many signs. Simulacra itself relates to sign, so for dealing with it, the using of semiotic pragmatic approach is needed for helping the analysis of this research since semiotic is study that explains about meaning of sign. Therefore in this research, the writer uses semiotic pragmatic by Charles S. Peirce that called triadic meaning theory. As stated by Peirce (1931: 221): A REPRESENTAMEN is a subject of triadic relation TO a second, called its OBJECT, FOR a third, called its INTERPRETANT, this triadic relation being such that the REPRESENTAMEN determines its interpretant to stand in the same triadic relation to the same object for the same interpretant. 10

27 Diagram 1. Triadic meaning theory by Charles S. Peirce (1931) (Sign) Representamen Object > Interpretant The explanation about Diagram 1 above is as the following: representamen is something to represent another thing in specific scope so it always has correlation to others that is called object. Representamen can have a meaning if it is interpreted in concept through interpretant. So interpretant is a concept to understand meaning of something. It is the reason why the relation between object and interpretant has indirect relation because object needs representamen to give a meaning concept (interpretant). According to Winfried Noth (1995), Charles S. Peirce divides sign into many forms but only three types that is famous, namely icon, index, and symbol. Danesi (2004) explains that, Icon is a sign that represents a reference source as a form of replication, simulation, imitation, or equation. Index is sign that represents a source of reference by pointing or linking it (implicitly or explicitly) to other sources. Symbol is a sign that represents its object through agreement in specific context. Those three elements of sign and their relation to the reference source can be seen in the Table 1. 11

28 Table 1. Relationship between three types of sign and their reference source Types of sign Icon Index Relation between sign and its reference source Sign that is designed to represent a reference source through simulation or equation. (The correlation between object, representament, and interpretant is direct). Sign that is designed to identify or to link the reference source. (The correlation between object, representament, and interpretant shows identity) Example If someone sees smoke (R) around while he is driving to his office then the smoke refers to chimney (O) so he interprets that he is near factory (I). If someone sees a car picture so he sees R that makes him to relate with O; which is the car, then he interprets that the car belongs to him (I). Symbol Sign that is designed to encode the reference sources through agreements. (The correlation between object, representament, and interpretant is conventional) If someone sees red flag (R) on the beach then he thinks that it is a danger area (O) so he interprets that it is danger to swim over there (I). Note: R stands for Representament, O stands for Object and I stands for Interpretant. 12

29 Chapter 3 RESEARCH METHODS 3.1 Type of Research The writer uses hypothesis-testing research as the type of this research. According to Newman, characteristically, the studies begin with statements of theory from which research hypotheses are derived (1998: 18). It means that the writer tests the hypothesis and theory with the data. As stated by Kerlinger (1964), Quantitative research is frequently referred to as hypothesis-testing research so it can be said that hypothesis-testing research is a form of quantitative research method. Quantitative method is a kind of method of research that shows statistic by using scale with various methods such as questionnaire or structured interview. A survey design provides a quantitative or numeric description of some fraction of the population-the sample-through the data collection process of asking questions of people (Creswell, 1994: 117). 3.2 Data Source There are two kinds of data source, namely primary data and secondary data. Primary data is obtained when the researcher collects the information directly from the source of data, while secondary data is when the information gained from second party (Dawson, 2002). For this research, the writer uses questionnaire and interview to the students of SMAN 1 Juwana and SMPN 1 Juwana as the primary data. As the result, information is directly gained from first party, and also the writer collects the other supporting information from books as

30 the secondary data. The reason why the writer chooses two different grade schools is that the writer wants to know whether such factors as educational level influences in making perception or not, so the writer chooses them as respondents. 3.3 Population and Sample Population is the total number of analysis element in which characteristic is being observed. Meanwhile about sample, as stated by Dawson researchers overcome this problem by choosing a smaller, more manageable number of people to take part in their research, this is called sampling (2002:58); in other words, sample is a part of population that can be symbolized as the nature of population being observed. For this research, the writer uses purposive sampling technique because the respondents are chosen before. On the other hand, purposive samples are used if description rather than generalization is the goal. This type of sampling technique is not possible to specify the possibility of one person being included in the sample (Dawson, 2002: 49). The population of this research is the students of SMAN 1 Juwana and SMPN 1 Juwana from many grades. However, the writer does not observe all the students from both schools, therefore, the writer uses sampling technique for collecting the information as close as possible to represent the population. The sampling technique that is used by the writer is nonrandom sampling technique especially purposive sampling in which the respondents are chosen according to the problem of research. 14

31 In this research, the writer chooses 50 % population of OSIS members from each school. The total respondent of this research is 30. That result is gained from calculation as follow: 13 active OSIS member of SMPN 1 Juwana plus 2 students of ninth grade so the total is 15 students and 12 active OSIS member of SMAN 1 Juwana plus 3 students of twelfth grade so the total is 15 students. The writer chooses active OSIS members because they are the formal representative of student organization so they can be said that they represent their schools. While for the ninth and twelfth grade, the reason is that the opinions from all grades are considered. 3.4 Technique of Collecting Data The writer uses two techniques of collecting data for this research that are questionnaire and interview. The questionnaire is a kind of technique used by the writer to gain information because it can be spread to many people, furthermore, if questionnaire is spread to many people, it will make the data valid. According to Dawson (2002), there are three kinds of questionnaire; closed-ended, openended, and combination of both. For this research, the writer chooses combination questionnaire. It means that the writer uses a series of closed questions and a section of open-question for more detailed response. Since this research deals with teenager s perception in how they see the models as the beauty creature constructed by cosmetic advertisement so the writer divides the questionnaire of this research into three parts. The first part is respondent identity; the respondents of this research are from many school grades 15

32 so the answers will be used to classify the respondents in data analysis. Then, part two consists of teenager s point of view questions about model visualization from both countries and to know their perception. At the last part, the questions will help the writer to find the effect of cosmetic advertisement to teenager s reaction. Besides questionnaire, the writer also uses interview technique. Interview is used to get deeper information about related issue by asking direct question to specific respondents. Therefore, in interview the writer also makes notes of other important information that do not state in questionnaire. 3.5 Technique of Analyzing Data In doing this research, the writer arranges some steps. The following points are the steps of analyzing data. 1. The writer spreads the questionnaire to the respondents; the selected students from SMAN 1 Juwana and SMPN 1 Juwana from each grades and the writer also makes notes of interview from some of those students. 2. The writer collects the answered questionnaire from the respondents and interview notes to be analyzed. 3. In analyzing, the writer categorizes the object to determine the signs. The category is divided into three steps which are identification, classification and interpretation. Then the writer analyzes similarities and differences of the object and the data collected from the respondent. The writer explains the result of collecting data to answer the questions in problem of research through tables and charts by correlating with the theory. In making statistic 16

33 scale, the writer does not use computer software but counts the responses and rewrites those responses. Statistical representation will be presented from data collecting and will be used to explain about related topic. 4. Then the writer writes the result analysis. 17

34 Chapter 4 ANALYSIS For analyzing the signs, the writer divides this research into three factors which are identification, classification, and interpretation. The identification and classification of sign in this research are analyzed by adopting Charles S. Peirce s theory with the relation of three types of sign to their reference source, and for analyzing the sign interpretation, the writer uses triadic meaning theory also by Charles S. Peirce. While in the data analysis, the writer divides into two groups based on the problems of research. 4.1 Identification, Classification, and Interpretation of Sign from Cosmetic Advertisements Revlon Color Stay Aqua As one of the biggest cosmetic brand in the world, Revlon has developed its products so that the products can mix with many skin types. In this advertisement, it can be identified and classified that there are many signs in this 30 second duration video.

35 Table 2. Identification and Classification of Revlon Color Stay Aqua Advertisement Types of Sign Explanation Analysis Scene Unit The African-American model picture, Halle Berry. R Icon Sign that is designed to represent a reference source through simulation or equation. The beach as product background. R Product motto. R Index Sign that is designed to identify or to link the reference source. The Halle Berry expression.. R The work visualization. R The ingredient illustration from coconut water. R Symbol Sign that is designed to encode the reference sources through agreements. The sunset at beach cliff. R The dominant color. R

36 After identification and classification process of this advertisement, the next step is meaning interpretation. The interpretation explains about meaning of observation result from the types of sign above. Based on sign identification and classification of Revlon advertisement, it can be explained that each types of sign has different meaning to interpret. The meaning interpretations from type of sign from this advertisement are as follows: 1. Meaning Interpretation of Icon Table 2.1 Meaning Interpretation of Icon from Revlon Color Stay Aqua Advertisement No. Object Representament Interpretant 1 The model, Halle Berry. R Same as the object Persuasive urge to convince customers that this product is trusted even the international actress believes and uses it. 2 The beach as product background. R Same as the object Giving fresh sensation and representing many customers. 3 Product motto. R Same as the object To build an image of cool product. Based on identification and classification result above, the writer finds three icons. On the first icon is the model. Halle Berry is an International actress 20

37 from African-American descendant. As an African-American, her skin color is not white so it is suitable with the product name, color stay aqua mineral. The interpretation of Halle Berry as Revlon Brand Ambassador is that she can influence and convince her descendant or even more; the others non-white women and white women, to use this product so that the women who apply this product can have beautiful skin as Halle Berry. On the second icon that is the landscape of this product; it is a beach. The interpretation is to give fresh sensation because the special ingredient of this product is taken from beach plantation, the coconut water. Beach is also one of vacation destination spots to relax and enjoy the sunshine and the sea. As one of vacation spots, beach always has many tourists. For Revlon, it represents that this product will have many customers as many as the tourists. The last icon is the product motto, refreshingly perfect. From this motto, it can be interpreted that its special ingredient, coconut water, is the secret to have cool image. Here, the meaning of cool has two meanings; cool means awesome and cool means freeze sensation so Revlon wants to create both images. Through this product, Revlon assumes that its product represents something cool that the customer should try. 21

38 2. Meaning Interpretation of Index Table 2.2 Meaning Interpretation of Index from Revlon Color Stay Aqua Advertisement No. Object Representament Interpretant 1 The Halle Berry s expression. R The smiling Halle Berry. A welcoming effort to convince customers that this product is convenient and trusted. 2 The work visualization. R The splashing water absorbed by the skin. To give an image since this product uses coconut water as the ingredient so this product will be absorbed perfectly like the water. In this type, the relation between object and reprasentament shows identity. The first index is the expression of Halle Berry. In this advertisement, she shows her smile every time. This indicates a friendly greeting or even a flattery. The interpretation of this index is that the effort of Revlon to welcome the customers so that they open their mind to try this product. Besides, a friendly smile can be considered as a polite communication attitude so that the customers who watch this advertisement are pursued to see and to hear the massage in this advertisement until its end. Furthermore, Halle Berry also gives her happiness expression through her smile, it is a convincing the customers that this product is safe and trusted. 22

39 At the last of index type is the work visualization. The relation with the representament is perfect product absorption. This is the image that Revlon tries to build. Revlon believes that the using of coconut water gives special effect as the water characteristic. This product will be absorbed by the skin perfectly and refreshingly. 3. Meaning Interpretation of Symbol Table 2.3 Meaning Interpretation of Symbol from Revlon Color Stay Aqua Advertisement No. Object Representament Interpretant 1 The ingredient from coconut water. R Same as the object Coconut water is one fresh liquid that gives cool sensation naturally. 2 The sunset at beach cliff. R Same as the object Sunset means the end of a day, while beach cliff means the end of a land. 3 The dominant color R The white color. White gives impression that this product is simple. Besides that, it also stresses that white color is neutral so it is not only for white skin women. In this type, there are three symbols that the writer found. The first symbol is the ingredient from coconut water. The interpretation of this symbol is the goodness of coconut water for skin. As known, the coconut water has many 23

40 electrolytes needed by human body so Revlon wants to use the benefit of them for applying on skin directly. Besides, coconut water gives fresh and cool sensation when it is consumed; this product also gives those sensations. This is an image of Revlon for this product. For the second symbol is the sunset at beach cliff. The using sunset moment and beach cliff is because there is a similarity between them. The similarity is an ending; sunset is an end of a day and beach cliff is an end of a land. The representation is an end of something so the interpretation for this symbol is that Revlon tries to make this product as the end of customer seeks for. At the last of symbol is the dominant color of this advertisement. It can be seen that almost of this advertisement uses white color such as the dress color and the background properties. For this advertisement, white color is a color that represents a character which has relation with pureness, clean and goodness. Based on the selected color concept with the relation of a character, the interpretation of this symbol is that Revlon wants to show about the product existence that is clean and hygienic of nature goodness so the product will give you a good result. Furthermore, the using of white dress by non-white woman gives a contrariety color. It means that this advertisement tries to give a new perspective in the beauty case that all women deserve the same treatment. This advertisement shows that an African-American woman is suitable and looks pretty in white dress because white is neutral color. 24

41 4.1.2 Maybelline Air Foam Foundation Headquartering in United States of America, Maybelline is one of the biggest cosmetic industries that always develops and produces a new product. As one of the new products of Maybelline, this product is made to suitable for any skin color starting from teenager until adult woman. The result analysis of identification and classification for this product advertisement is as follow. Table 3. Identification and Classification of Maybelline Air Foam Foundation Advertisement Type of Sign Explanation Analysis Scene Unit Three different skin color model; black, white and color. M The content that looks like foam. M Icon Sign that is designed to represent a reference source through simulation or equation. Applied product scene. M The sunny New York landscape. M M Index Sign that is designed to identify or to link the reference source. The model expression. M

42 The dress. M M The final statement. M Symbol Sign that is designed to encode the reference sources through agreements. The visualization of lightness. M M The color domination. M M M After identifying and classifying the sign of Maybelline Air Foam Foundation advertisement, the next step is meaning interpretation. Based on sign identification and classification of the advertisement above, it can be explained that each types of sign has different meaning to interpret. The meaning interpretations of sign from this advertisement are as follows: 26

43 1. Meaning Interpretation of Icon Table 3.1 Meaning Interpretation of Icon from Maybelline Air Foam Foundation Advertisement No. Object Representament Interpretant 1 Three different skin color model; black, white and color. M Same as the object Universal using. 2 The content that looks like foam. M Same as the object Light product. 3 Face massage scene. M Same as the object Persuasive approach for the customer to use the product. 4 The sunny New York landscape. M M Same as the object Real American product. From Table 3.1 above, there are four kinds of icon type. The first icon is the visual of three different skin color model. The interpretation of this icon is that Maybelline product is suitable for universal using represented by the models that have different skin color. Each models represents their races lived in America; white model represents the white women, black model represents African- American descendant and color model represents Latin-America descendant, this 27

44 indicates that Maybelline instead tries to get customers from all races, also Maybelline appreciates the beauty of every woman by beautifying who they are. For the second icon is the content that looks like foam. This product brings a new view about cosmetic using by denying heavy make-up. The interpretation of this icon is that Maybelline with its light content wants to give a new experience than the conventional make-up. By presenting its content, Maybelline creates something special; the allegory of this is that because this product is special so the customers who use it will be special women. For the third icon is the face massage scene. In this scene, the model wants to show her skin by gently touching her face as if using the product. The interpretation from this icon is to pursue the customer to use this product. By enjoying gently touching the face skin, this advertisement shows the result that smooth skin will be gained after using the product. At the last icon type is sunny New York landscape. The interpretation by choosing New York as the landscape is that this advertisement gives statement if this product is a real American product. As the modern country, America is always a destination place to chase the dream by people who desire about gaining the American dream. Furthermore, the weather in this advertisement is bright sunny, it means a light of hope if it is related with emotion representation of sun light. Therefore, Maybelline through this advertisement wants to give a dream dreamed by women for a better skin by modern technology processing. 28

45 2. Meaning Interpretation of Index Table 3.2 Meaning Interpretation of Index from Maybelline Air Foam Foundation Advertisement No. Object Representament Interpretant 1 The model expression. M The comfort expression from the model. The product implicitly states that this product gives an enjoyment and happiness when it applies on. 2 The dress color. M M White, cream and dark brown dress of the models. Giving understanding that this product is suitable for every kind of skin color 3 The final statement. M % nude perfect statement. Convincing that this product perfectly protects the uncovered skin. The first index is the model expression. The model shows her conformity and enjoyment when using the product. By giving such expression, it can be interpreted that Maybelline will give result wanted by the customers. This expression is also a persuasion step to the customers so that they are interested to try this new product of Maybelline and finally use it. The second index is the dress color. Here, all the models use the dress that represents their skin. The interpretation for these dresses is that Maybelline shows the beauty of diversity from America where the people come from many races so it represents the liberty of America. Through this step, instead Maybelline wants 29

46 to get many customers from many women by not considering their skin color also Maybelline gives an understanding to appreciate human as human without seeing the skin color that they have. At the last index is the final statement of Maybelline. The statement is 100% nude perfect. For this statement, the interpretation is that Maybelline clearly states if this product is suitable for uncovered skin such as face skin. This is the advantages that Maybelline has. Through its step, Maybelline understands the need of nude skin and tries to fulfill the need by giving special ingredient that protects the nude skin with its light ingredient. 3. Meaning Interpretation of Symbol Table 3.3 Meaning Interpretation of Symbol from Maybelline Air Foam Foundation Advertisement No. Object Representament Interpretant 1 The visualization of lightness. M M The bubbles. As an image and a persuasion step. 2 The color domination. M M M White and blue background. Giving a new perspective about beauty and a new special product. 30

47 For the symbol type of this advertisement, there are two kinds that the writer found as showed by Table 3.3 above. The first symbol is the lightness visualization represented by the bubbles. The interpretation of the bubbles in this advertisement is a supporting image. This product brings a new view about cosmetic that is a light cosmetic. For the visualization of special aerated pigment ingredient, it needs something light to represent its lightness. By showing the bubbles, the viewer of this advertisement can imagine how light it is; even on the bubble, the ingredient is still on and the bubble does not crack. For the second symbol is the color domination. In this advertisement, there are two colors background which are white and blue color. The white color relates with clean, pureness and goodness, while the blue color represents simplicity and freshness. The interpretation of white color is that Maybelline through this product advertisement assures the customer if this product is clean and safe. By presenting white color, Maybelline also gives a new perspective about beauty of diversity since white also related with pureness. For the blue color, the interpretation is that Maybelline knows its product denies the heavy make-up, it means that this product is simple easy to use. By bringing simplicity, this product gives an image of a modern cosmetic product since simplicity related with modernity. Furthermore, to give another image in this product, Maybelline relates it with freshness that means a special and different product has created. 31

48 4.1.3 Pond s White Beauty Pond s is one the products from Unilever company. Through the advertisement, Pond s offers a result to women who admire their skin brighter. Headquartering in Philippines, the products of Pond s spread to many countries in Southeast Asia including Indonesia. The result analysis of identification and classification from Pond s White Beauty advertisement broadcasted in Indonesia is as follow: Table 4. Identification and Classification of Pond s White Beauty Advertisement Type of Sign Explanation Analysis Scene Unit The product that is taken and used by model. P P Icon Sign that is designed to represent a reference source through simulation or equation. Changing the weather; cloudy into sunny. P Easy to find a boyfriend. P Kissing scene. P

49 The changing color skin. P Index Sign that is designed to identify or to link the reference source. The model expression. P The final statement. Symbol Sign that is designed to encode the reference sources through agreements. Pink and white dress. P Pro-nutrient text After doing the identification and classification analysis, the next step is interpretation. By adopting the theory from Charles S. Peirce about triadic meaning, the writer tries to explain about meaning of observation result from the types of sign above. Based on sign identification and classification of Pond s advertisement, it can be explained that each type of sign has different meaning to interpret. The meaning interpretations of sign from this advertisement are as follows: 33

50 1. Meaning Interpretation of Icon Table 4.1 Meaning Interpretation of Icon from Pond s White Beauty Advertisement No. Object Representament Interpretant 1 The product that is taken and used by model. P P Same as the object First step in attracting the attention from customers. 2 Changing weather; into sunny. P the cloudy Same as the object Gaining a new hope and a new spirit. 3 Easy to find a boyfriend. P Same as the object To flatter the customer in love side. 4 Kissing scene. P Same as the object Having a happy ending. From the Table 4.1 above, there are four icons. The first icon is the taken product and the using product scenes. In these scenes, the model takes and applies the product to her skin face. The interpretation of these scenes is that Pond s tries to flatter the customer through the model to use the product. As the Pond s model, the model has beauty face, therefore she is considered to have ability for 34

51 representing the beauty that will be gained after using Pond s product. By seeing her face, the customers are expected to attract in using this product. For the second icon is the changing weather. In this scene, the weather is changed from cloudy into sunny by the movement of model s hand. The interpretation from this acting is that Pond s has power to change your day; the meaning of this is that Pond s will change your life into luck since the sunshine brings an image of a new hope. After using Pond s product, the opportunities will come closer to you and you are ready to grab them. Besides that, the sunny weather also means new spirit. Here, Pond s gives a positive energy that makes your daily activities brighter. The next icon is easy to find your mate scene. This scene shows the model is easy to get a boyfriend as easy in controlling her finger. The interpretation is almost same as the sign number two. The different is just from the representation, if the number two sunshine means hope, while in the number three a boyfriend means your love. Here, Pond s tries to re-flatter the customer by showing the scene that implies you will get a mate as handsome as you want because your beauty-face after using this product. At the last icon is the kissing scene. After getting a new boyfriend, the model acts to kiss him. The interpretation of this scene is that you will have a happy ending story. Through this scene, Pond s assures that your ending story will change into happy; you will have something that you always desire to. It is an effort that Pond s tries to do in attracting the customer s attention. 35

52 2. Meaning Interpretation of Index Table 4.2 Meaning Interpretation of Index from Pond s White Beauty Advertisement No. Object Representament Interpretant 1 The changing color skin. P The changing step from dark to bright white scene. Emphasizing in changing the skin color into white. 2 The model expression. P The smiling model after using the product. Persuasive approach in getting attention from customer. 3 The final statement from the naration. The statement is Tunjukan pada dunia dirimu yang baru. To pursue the customers to show their new skin so that they are appreciated by the world. There are three indexes of this advertisement. The first one is the changing color skin. The advertisement simulates skin color changing from before and after using Pond s product. It can be interpreted that Pond s product emphasizes in changing skin color into more white. By this simulation, Pond s tries to persuade customers who want to have white skin. From this point, Pond s gives a hope for better opportunities that will be gained by having white skin. The second one is the model expression. In this scene, the model gives her satisfied smile after her skin becomes white. The interpretation of this scene is that Pond s through the model expression tries to get attention from the customer 36

53 because the model s smile gives unspoken statement about satisfy feeling from a product which is waited for and the best result is only gained from this Pond s product. At the last one is the final statement from this advertisement. The statement is a smooth advice statement to show the new you to the world. The interpretation from this statement is that Pond s assures the customers to show their new skin by using Pond s product. This indicates that Pond s pursues the customers to have big confident since the skin color has changed into white so that they will be appreciated by the world. 3. Meaning Interpretation of Symbol Table 4.3 Meaning Interpretation of Symbol from Pond s White Beauty Advertisement No. Object Representament Interpretant 1 The dress color. P White and pink dress. The representation of women characteristic; haveing white skin and feministic. 2 Pro-nutrient text. P Skin whitening active 200%. To build an image of ral whitening cream. For the symbol, there are two kinds from this advertisement. The first symbol is the dress color. At the beginning, the model gets out her dress collections then she chooses the white and pink dress to be used on. The 37

54 interpretation from this sign is that the reason why the model chooses that dress is because correlation with the point that Pond s brings. White color represents white skin and pink color represents feminism. Here, the combination of those colors creates the characteristic of women that should have white skin and be feministic. The last symbol is the pro-nutrient text. In this advertisement, it is stated that the product has skin whitening active that makes skin brighter until 200%.This text strives for the prove about the special ingredient that Pond s has in this product. So the interpretation of this sign is that Pond s wants to be an image of the real whitening cosmetic by giving not just 100% of result but until 200% of result. Through this strategy, Pond s seriously concerns in whitening skin and tries to lead the other competitors in skin care especially in whitening skin by giving 200% of result Tje Fuk Whitening Cream Tje Fuk is new player is cosmetic brand in Indonesian market. This Chinese product spreads in Hong Kong, Singapore, Malaysia and Indonesia. Concerning in whitening skin color, Tje Fuk gives a real proof through its advertisement than the others. The result analysis from its advertisement broadcasted in Indonesia is as follow: 38

55 Table 5. Identification and Classification of Tje Fuk Advertisement Type of Sign Explanation Analysis Unit Icon Sign that is designed to represent a reference source through simulation or equation. White skin women and a man models. T T White color background. T Index Sign that is designed to identify or to link the reference source. Product motto. T Symbol Sign that is designed to encode the reference sources through agreements. Non mercury and Hydroquinon. T Japanese formula. T After identification and classification process of this advertisement, the next step is meaning interpretation. The interpretation explains about meaning of observation result from the kinds of sign above. Based on sign identification and classification of The Fuk advertisement, it can be explained that each kinds of sign has different meaning to interpret. The meaning interpretations of sign from this advertisement are as follows: 39

56 1. Meaning Interpretation of Icon Table 5.1 Meaning Interpretation of Icon from Tje Fuk Advertisement No. Object Representament Interpretant 1 White skin women and a man models. T T Same as the object To show the real result of product work. 2 White background. T color Same as the object Emphasizing an image of whitening cream and Creating the customer s mindset of working whitening cream. From the Table 5.1, there are two icons that can be interpreted from this advertisement. The first icon is the models. This advertisement shows three white women and a white man. By showing the models, Tje Fuk tries to give a proof if this product works well. The interpretation from this icon is that Tje Fuk offers a real result because the models have tried this product before. This is a strategy from Tje Fuk to sell the product with different advertisement by presenting model from outside entertainment world. It is a convincing approach by Tje Fuk so that the customers believe about the truth of the product work. Furthermore, by using a man model who gives statement that he has tried this product, it means that this product is not only suitable for women skin but also for men skin too. From this point, it can be considered that men also want to have white skin too. 40

57 The last icon is the background of this advertisement. The background is all white; there are no other colors so it is an absolute white. The interpretation of this icon is that Tje Fuk emphasizes if this product really gives a white result to the customers who use it. By showing white background in all duration, it means that Tje Fuk tries to manage the people who see this advertisement to have a mindset if you wonder a healthy white skin so you should use this product to your skin. 2. Meaning Interpretation of Index Table 5.2 Meaning Interpretation of Index from Tje Fuk Advertisement No. Object Representament Interpretant 1 Product motto. T cantik sempurna cantik Tje Fuk text An image in getting a real beauty. There is only one index from Tje Fuk advertisement. The index is the product motto. It states cantik sempurna cantik Tje Fuk. This motto is an effort by Tje Fuk to build an image of a real whitening skin cosmetic. From this index, it can be interpreted that the perfect beauty is only can be gotten from Tje Fuk product. Through this motto, Tje Fuk convinces the customers if a perfect beauty is by having healthy white skin since this product changes skin color into white. 41

58 3. Meaning Interpretation of Symbol Table 5.3 Meaning Interpretation of Symbol from Tje Fuk Advertisement No. Object Representament Interpretant 1 Non mercury and Hydroquinon. T Each words meaning bases on dictionary Trying to educate the customer in using safe cosmetic product. 2 The ingredient of Tje Fuk product. T Japanese formula. A strategy in convincing customer of a special formula used in this product. The Table 5.3 shows that there are two symbols. The first symbol is nonmercury and hydroquinone text. Mercury and hydroquinone are chemical elements which are characteristically toxic. Usually those elements are used in cosmetic product but under controlling by specialist cosmetic expert for some special cosmetics only. The interpretation by giving that statement is that Tje Fuk tries to educate the customer for using a safe cosmetic product. The reason why Tje Fuk uses this statement is to show that Tje Fuk is a Chinese product which is different from the other Chinese products that have been sold in Indonesian market illegally. It is a commitment for Tje Fuk in getting beauty white skin by not using dangerous chemical elements. It is an important move to have loyal customers for surviving in cosmetic industry in Indonesia. The last symbol is the ingredient of Tje Fuk. Tje Fuk uses a special ingredient made from Japanese formula. The interpretation is that Tje Fuk wants 42

59 to convince the customers if this product can whiten the skin. Historically, Japanese people are not from Caucasian race like the European but from Mongoloid race. Their white skin is an adaptation to their geographic and environment condition. Japanese women are drawn with having white skin like Geisha that is one of the Japanese icons. This is why Tje Fuk states clearly in using Japanese formula so that the customers believe in the superiority of this product. 4.2 Teenager s Perspective about Beauty The research that has been done by the writer gives information that the majority of teenager respondents from SMP N 1 Juwana and SMA N 1 Juwana has tendency for having white skin (Chart 1). Chart 1. Percentage of total respondents in desiring white skin Percentage of total respondents in desiring white skin. 6.67% 6.67% 30% 56.66% want badly want want-less not want really not want According to the research, there are various reasons for this circumstance but almost the respondents have same common that they tend to positive perception about white skin. The respondents answer informs that white skin can be 43

60 considered as the first standard of beauty since white skin can support the outlook because it is brighter and cleaner than the others (Table 6). Table 6. The respondent s opinion about having white skin The respondent s opinion about having white skin Percentage White skin is identical with beauty 20% White skin people are easy to sick 16.67% White skin will give more positive attention from the others 13.33% Raising the confidence 13.33% White skin looks cleaner and brighter than the others 10% More comfortable if having white skin 10% Supporting the outlook 6.67% White skin is pampered 3.33% Too harsh in caring white skin 3.33% From the Chart 1 and Table 6 above, we can see that the respondents who want to have white skin reach 86.66% and the respondents positive response in having white skin ups to 73.33%. So why does the majority of respondents think in such way? According the assumption of Baudillard (1994), media, simulation and cyber world have constructed and constituted a new experience, cultural stages and new type of society. By using this assumption, it can be said that it is an explanation about a phenomenon in Indonesian cosmetic advertisement world 44

61 where there is homogeneity in serving beauty package from the model s outlook to support the idea of the ideal beauty. Through the appearance of model, the cosmetic advertisement agent makes a simulation about a beauty standard that will create a condition where the society should think so. Baudillard stated that a condition that happens right now is impossible for the society to get out from capitalism because the world has fully loaded with consumptions and symbols, this is a power brought by sign, symbol and technology (1994). Right now, consumption is not only for fulfill the needs and the production is not only for producing the needs but, further, it creates a symbolic prestige so there is a transformation mode from production to consumption. This transformation is a changing form into domination of signs and symbols. For the example, some women will spend a lot of money to buy some skin care stuffs. If it is thought, what they did is not to fulfill human basic need but for their pleasure in their prestige. Nowadays, mass media and information in the society, called by Baudillard as consumer society, are no longer as communication medium but as the facility for presenting signs and symbols from capitalist product with the aim is to lead the society into hyper-reality in simulacra As stated by Baudillard (1994:53) We live in a world where there is more and more information, and less and less meaning. This is why the majority of respondents want to have white skin. Because the communicational medium, in this case is advertisement on TV, serve the ideal package of beauty that should have by the women. By always presenting white women as the model of beauty product, the Indonesian 45

62 advertisement gives a beauty simulation which is presented all of time so that in the viewer s mind will create an perception that white skin is more beauty (Chart 2). Chart 2. Percentage of respondent s opinion about white skin is beauty Percentage of respondent's opinion about white skin is beauty 6.67% 13.33% 10% 10% 60% absolutely agree agree not sure not agree absolutely not agree From the explanation above, it can be said that the perception is white = clean, clean = beauty, so white = beauty. And it is supported from the result of Chart 2 that gives information if 70% of respondent agrees with that perception so the implication of this view is the other skin colors are not beauty. To know further about this implication, the writer asks the respondents to give the example of a woman whom they think the most beauty from inside and outside Indonesia (Table 7). This question leads to the visualization description from the respondent to draw their beauty perception in real world. 46

63 Table 7. The top beauty women from the respondent s opinion The top beauty women from the respondent s opinion Inside Indonesia Outside Indonesia Name Percentage Name Percentage Mother 26.67% SNSD member 30% Respondent herself 6.67% Song Hye Kyo 13.33% Cherrybelle member 6.67% Selena Gomez 6.67% JKT48 member 6.67% Preity Zinta 6.67% Dinda Kirana 6.67% Taylor Swift 6.67% Dian Sastrowardoyo 6.67% Megan Fox 3.33% Citra Kirana 6.67% Kim Kadarshian 3.33% Nabila Syakieb 6.67% Adele 3.33% Mika Tambayong 3.33% Oprah Winfrey 3.33% Donita 3.33% Angelina Jolie 3.33% Yuanita Christiani 3.33% Miyabi 3.33% Chelsea Olivia 3.33% Not Answer 16.67% Gita Gutawa 3.33% Kimberly Ryder 3.33% Nasya Marcela 3.33% Revalina S. Temat 3.33% The Table 7 shows two lists that describes how the respondents visualize their perception to represent beauty. The first list is the chosen women from inside Indonesia. There is 33.34% of respondent s response cannot be classified which is mother and respondent herself, and 6.66% of respondent chooses celebrities who has an Indonesian skin color, the celebrities are Dian Sastrowadoyo and Mika Tambayong. While for the rest, up to 56.67% of respondent mentions the Indonesian celebrities who have white skin. The same condition also happens in the second list that is from outside Indonesia. It is just 9.99% of respondent who said their beauty visualization from non-white celebrities; Kim Kadarshian, Adele and Oprah Winfrey. The majority 47

64 of respondent is still chooses white skin celebrities to represent their view of beauty, the number is 73.33%. The top celebrities who are selected by the respondent are from Korea, it is up to 43.33% of respondent. Even Korean people are not from Caucasian but they have white skin, instead it is because their adaptation to the environment, also they come from Mongoloid race like Chinese and Japan. The other 6.67% of respondent tends not to choose anyone from outside Indonesia to represent their view. From the information of Table 7, it can be said that the perception of beauty from the majority of respondent, since there is same outlook between women from inside and outside Indonesia, is slim women who have white skin and straight hair. This result relates with from where the respondent get the information. So to know about it, the writer asks three questions. The first one is about the model of Indonesian cosmetic advertisements (Chart 3), second one is to know how the respondent s judgment about pictures that the writer served and its answers are selected by the writer (Table 8) and the last one is the most attractive picture to the respondent (Table 9). So the results are as the following. 48

65 Chart 3. Percentage of respondent s opinion that Indonesian model mostly have white skin Percentage of respondent's opinion that Indonesian models mostly have white skin. 3.33% 3.33% 60% 33.33% absolutely agree agree not sure not agree absolutely not agree Table 8. The respondent s judgment of model s appearance The respondent s judgment of model s appearance Percentage Pond s The model is beauty 80.00% Some of the models are beautiful The model is ordinary 6.67% The models are not beautiful - Not answer or not know 13.33% Tje Fuk The models are beauty - Some of the models are beautiful - 20% The models are ordinary 30% The models are not beautiful 33.33% Not answer or not know 16.67% Maybelline The models are beauty 13.33% Some of the models are beautiful 50% The models are ordinary 16.67% The models are not beautiful 3.33% 49

66 Not answer or not know 16.67% Revlon The model is beauty 23.33% Some of the models are beautiful 3.33% The model is ordinary 56.67% The models are not beautiful 3.33% Not answer or not know 13.33% Table 9. The respondent s reasons in which model s appearance is the most attractive to them The respondent s reasons in which model s appearance is the most attractive to them Percentage The model is beautiful than the others 33.33% Pond s Using the product 6.67% Tje Fuk Maybelline Revlon The model is more convincing 3.33% The models are not young 10% The models are beauty 3.33% Weird advertisement 33.33% The models are plural 13.33% The models are interesting 50% Appreciate individual s beauty 16.67% The model s beauty is natural 23.33% Branded product 3.33% The Chart 3 shows that 93.99% of respondent agrees with Indonesian cosmetic models mostly have white skin. It indicates that the model has big contribution in affecting the beauty perception. While from Table 8 and Table 9, the writer combines them and divides into four categories as follows: 50

67 1. The most beautiful model. Most of respondent answers that the model of Pond s is the most beautiful than other models, it ups to 80%. The model has white skin and straight hair with proportional body. It is strengthen by the respondent s response that 33.33% of them are agree with the model who is the most beautiful among the others. 2. The uncommon model of cosmetic. For this category, it is hold by the models of Maybelline. The respondent seems unfamiliar by seeing black skin as the model of cosmetic. It is proven from 50% of respondent chooses that some of the models are beautiful. The reason is because the models are interesting (50%). 3. The ordinary beautiful model. The model of Revlon holds this category with 56.67% of respondent who chooses this option. The respondents say that this model has natural beautiful face (23.33%). 4. The last category is the not too beautiful model. The respondent chooses the models from Tje Fuk. The percentage is 33.33%. But the reason for this is not related to the models directly. Most of the respondent s reasons are because weird narration of the advertisement (33.33%). This condition leads to the thought that the teenagers from Juwana district have been influenced by what the media serve. Most of them choose the celebrities who have white skin to represent their perception of beauty. In this point, the media is success in wrapping the beauty concept they brought to the viewer. This is what Baudillard called as hyper-reality where the simulation of model becomes common truth that lies in consumer society s mind so that it is 51

68 very difficult to determine which one is the real reality from real consciousness and which one is from the false consciousness. Thus the media are producers not of socialization, but of exactly the opposite, of the implosion of the social in the masses. And this only the macroscopic extension of the implosion of meaning in the microscopic level of the sign (Baudillard, 1994: 54). 4.3 The Effect of Cosmetic Advertisement to Teenager While people are watching the advertisement, unconsciously they are also exposed by the signs that the advertisement brought. This unconsciousness roots in their mind, and someday it will affect in how they see and judge something. So what they are experiencing today is the absorption of virtual modes of expression from mass media including advertisement. In this condition, it is no longer about what people should believe in or what they should accept as routine but it all about fascination that once lay in its power to simplify the sign and the meaning so that can affect its viewer. And, today, true advertising lies therein: in the design of social, in the exaltation of the social in all its forms, in the fierce, obstinate remainder of a social, the need for which makes itself rudely felt (Baudillard, 1994: 61). By this circumstance, the writer tries to find out how far the respondents absorb the sign that the advertisement brought. The first question that the write asked to them is if the white skin model can be more convincing. The result is on below (Chart 4). 52

69 Chart 4. Percentage of respondent s opinion that white model can be more convincing Percentage of respondent's opinion that white model can be more convincing than the others % 3.33% 3.33% 26.67% absolutely agree agree not sure not agree absolutely not agree 50% This chart informs that 76.67% of respondent is more convenient in white skin as the model of advertisement. This condition shows the majority of respondent has positive judgment to the advertisement that uses white women. So having white skin is important to get positive judgment from the society. It also can be a motive to the respondent to get same judgment of their outlook from the society. By having this motive, the respondents will try hard to have white skin, and usually it can stop until their prestige is fulfilled as what their desire. With simulacra rooted in the mind, the society cannot get out from its shadow till they feel satisfied (Baudillard, 1994: 15). To know further about the effect of the Indonesian cosmetic advertisement, the writer then asks about the affection of the advertisements serves like whitening the skin (Chart 5). 53

70 Chart 5. Percentage of whitening skin affection to the respondent Percentage of whitening skin affection to the respondnet 6.67% 3.33% 13.33% 40% 36.67% absolutely believe believe not sure not believe absolutely not believe The chart above tells that more than half respondent believe in what the cosmetic advertisement serves that is whitening the skin. This result is reasonable since the majority of respondent has a positive perception about white skin so it is easy for the cosmetic advertisement to serve an ideal package, through model, that can be assured to be accepted by the society. So it leads to the next question of how far does that model influence the respondent to use the cosmetic product especially the whitening product? Chart 6. Percentage of respondents who are influenced by model in using cosmetic product Percentage of respondents who are influenced by model in using cosmetic product % 30% 6.66% really influenced influenced not sure really not influenced 46.67% 54

71 Based on the result from Chart 6, up to 63.34% of respondent is influenced by the model s outlook from cosmetic advertisement in using the product. But, if asked about what is the motivation in using the whitening product, none of the respondent answer from the model s outlook (Table 10). The respondent s answers are categorized by the writer into three categories. 1. Positive result from white skin affection (White skin is more beauty, cleaner, brighter and raising confident) = 60 % 2. To have healthy skin without considering the color = 20% 3. Not using and not answering = 20% Table 10. The respondent s motivation in using cosmetic product The respondent s motivation in using cosmetic product Percentage To be prettier 33.33% To look cleaner 10% So that more white and brighter 6.67% Raising confidence 10% To keep skin healthy 10% Using trusted cosmetic brand 10% Not using the cosmetic 16.67% Not answer 3.33% The last question that the writer asked relates with the outside relation from the respondent in how important the white skin in making friend for them (Chart 7). 55

72 Chart 7. Percentage of the how important white skin in friendship from respondent Percentage of the how important white skin in frienship from respondent % 36.66% 3.33% 26.67% 6.67% very important important not sure not important not important at all From the chart above, the majority of respondent, up to 63.33%, is not considering the white skin in friendship. But there is 30 % of respondent thinks that in making friendship should consider the skin color. This indicates that the white skin perception has huge impact; it is no longer about beauty problem, but further, it is a society s acceptance that relates with social issues such as socioeconomic classes in society because having white skin needs special treatment that is not cheap. It needs more effort such as changing the genes by marrying the white skin people, expensive skin care treatment or even surgery. By seeing this circumstance, the perception can change into stereotyping that white skin identic with upper-class. So in this condition, white skin can represent upper economic class. 56

73 Chapter 5 CONCLUSION and SUGGESTION 5.1 Conclusion Based on the result of analysis by using semiotic approach for the model visualization from Revlon Aqua Mineral, Maybelline Air Foam Foundation, Pond s White Beauty and Tje Fuk Whitening Cream, there are some conclusions as follows: 1. The conception about beauty from model of Revlon Aqua Mineral and Maybelline Air Foam Foundation is plurality by diversity without considering the skin color, while the conception about beauty from Pond s White Beauty and Tje Fuk Whitening Cream is by having white skin. 2. The point that brings from Revlon and Maybelline is to cover and protect the skin without changing the original skin color. The different point brought by Pond s and Tje Fuk is to whiten the skin. 3. From four cosmetic advertisements, only Revlon gives an implicit understanding from its ambassador that the beauty is by having combination between healthy skin with good personality and achievement. According to the result of research analysis, the majority of respondent agrees that having white skin will give a better impact from the society therefore they want to have it. From this circumstance, it can be concluded that the media; cosmetic advertisement broadcast in Indonesia (Pond s White Beauty and Tje Fuk

74 Whitening Cream), contributes in constructing about beauty perception that dictates the beauty of Indonesian woman and the beauty of white skin as something normal and ideal. Many of respondents think that without having white skin they will lack of confident, excommunicated and not beauty. It leads to degradation of appreciation of the real beauty of Indonesia. From this point, the writer agrees with Baudillard s theory about simulacra. The nowadays condition is a hyper-reality created by the media. The society unconsciously consumes the signs brought by the media continually so that it changes the mindset of something. This theory is proven by many of respondents that the models in advertisement, whether Indonesian or not, are the representation of beauty creature. 5.2 Suggestion As the suggestion, the writer recommends about further research of this issue. The writer s mean is by doing broad research that includes many respondents. It will be more interesting if it is taken from many ethnics in Indonesia because the result will give a real condition of what really happen in Indonesian people in seeing this issue, furthermore if the research is not only about beauty perception but also socio-economy. 58

75 BIBLIOGRAPHY Baudillard, Jean Simulacra and Simulation. Trans. Sheila Faria Glaser. English: University of Michigan. Creswell, John W Research Design Qualitative and Quantitative Approaches. California: Sage Publication. Crisp, Richard The Psychology of Sosial and Cultural Diversity. New Jersey: Wiley-Blackwell. Danesi, Marcel Massages, signs, and Meanings: A Basic Textbook in Semiotics and Communication Theory. 3 rd edn. Canadian Scholars Pess Inc. Dawson, Chaterine Practical Research Methods. United Kingdom: How To Books Ltd. Doughlas L. Medin, Brian H. Ross, and Arthur B. Markman Cognitive psychology. 3 rd edn. New York: John Wiley and Sons Inc. Hornby, A.S Oxford Advanced Learner s Dictionary. 5 th edn. New York: Oxford University Press. Kellner, Douglas Baudrillard Reader. Cambridge: Blackwell. Kerlinger, F Foundation of Behavioral Research. New York: Holt, Rinehart & Winston. Newman, Isadore, and Carolyn R. Benz Qualitative-Quantitative Research Methodology: Exploring the Interactive Continuum. United States of America: Southern Illinois University. Noth, Winfried Handbook of Semiotics. United State of America: Indiana University Press. Peirce, Charles S Collected Papers of Charles Sanders Peirce. Ed. by Charles Hartshorne and Paul Weiss. Vol. 1. Cambridge: Harvard University press. Stokes, Jane How to Do Media and Cultural Studies. California: Sage Publication. Storey, John An Introduction to Cultural Theory and Popular Culture. 2 nd edn. Hertfordshire: Prentice Hall/Harvester Wheatsheaf. 59

76 APPENDIX ANGKET Nama : Kelas : Umur : Sekolah: Tata cara pengisian: Berilah tanda silang (X) pada huruf di bagian jawaban yang sesuai dengan pendapat anda. Jika merupakan isian, maka isilah secara singkat. Khusus untuk nomor 6, isilah tiap gambar dengan huruf yang telah dikategorikan. 1. Ingin mempunyai kulit yang lebih putih a. Sangat ingin b. Ingin c. Kurang ingin d. Tidak ingin e. Sangat tidak ingin 2. Alasannya : 3. Kulit putih identik dengan cantik a. Sangat setuju b. Setuju c. Ragu-ragu d. Tidak setuju e. Sangat tidak setuju 4. Berilah masing-masing 1 (satu) nama tokoh/artis dari kategori dibawah ini yang menurut anda paling cantik Dari dalam negeri : Dari luar negeri : 5. Hampir semua model iklan kosmetik di Indonesia berkulit putih/lebih cerah a. Sangat setuju b. Setuju c. Ragu-ragu d. Tidak setuju e. Sangat tidak setuju 6. Bagaimana menurut anda model-model iklan yang ada dibawah ini? a. (jika cantik) b. (jika ada sebagian yang cantik) c. (jika biasa saja) d. (jika tidak cantik) e. (tidak tahu)

77 7. Dari keempat gambar diatas, manakah yang paling menarik perhatian anda? mengapa? 8. Model dengan kulit putih lebih bisa meyakinkan daripada yang lain a. Sangat setuju b. Setuju c. Kurang setuju d. Tidak setuju e. Sangat tidak setuju 9. Seberapa jauh anda mempercai kesan iklan kosmetik yang ada di TV? a. Sangat percaya b. Percaya c. Kurang percaya d. Tidak percaya e. Sangat tidak percaya 10. Seberapa besar pengaruh model yang ditampilkan oleh iklan dalam penentuan keputusan penggunaan produk kosmetik anda? a. Sangat berpengaruh b. Berpengaruh c. Ragu-ragu d. Berpengaruh e.tidak berpengaruh sama sekali 11. Apakah motivasi anda dalam menggunakan produk kosmetik? 12. Seberapa penting kulit putih/cerah dalam mencari teman bagi anda? a. Sangat penting b. Penting c. Ragu-ragu d. Tidak penting e. Tidak penting sama sekali