International Journal of Research and Innovation in Social Science (IJRISS) | Volume VI, Issue VI, June 2022 | ISSN 2454–6186
Somadi Sosrohadi1, Irinne Sri Pratiwi2
1,2Nasional University, Jakarta, Indonesia
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.
Keywords: Whiteness Concept, Semiotics, Orientalism, Pond’s Advertisement.
I.INTRODUCTION
Most of Indonesian women are eager to have fair skin due to the influence of advertising as part of the colonial context, while whiteness is still a conventional symbol of cleanliness, purity, and civilization Prabasmoro (2003, p. 30). As stated by Prabasmoro (2003, p. 33) that the opposite of the symbol of whiteness is ‘darkness’ which contains the meaning of uncleanness, filth, ugliness, and uncivilized culture. This is in line with the orientalism theory which raises colonial discourses which greatly hegemony the Eastern world.
Therefore, the concept of whiteness as the values of “beauty” based on advertisement is an image that is forced from a beauty advertising and mention that whiteness is beauty. This is because whiteness is accepted by the Indonesian people as a result of colonial construction which is implanted as the norm in society.
Indonesian people who have dark skin crave a fair skin. The image of beauty in each region is also reduced to a representation that is limited to a few sides. It is commonplace that in television now days show that the main image of a beautiful woman must be whiteness, apart from being skinny, having long hair and so on. Moreover, Indonesians call their skin tan, it can be said that Indonesians fall into the mixed category then it becomes a problem because it is suspected that the concept of “whiteness” is also carried out in beauty