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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: A2B009076

FACULTY OF HUMANITIES

DIPONEGORO UNIVERSITY

SEMARANG

2013

ii

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

iii

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.

.

iv

APPROVAL

Approved by,

Thesis Advisor,

Prof. Dr. Nurdien H. Kistanto, M.A

NIP. 195211031980121001

v

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. 197507111999031002

First Member Second Member

Prof. Dr. Nurdien H. Kistanto, M.A Retno Wulandari, S.S.,M.A.

NIP. 195211031980121001 NIP. 197505252005012002

vi

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.

vii

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

viii

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 ……………………………………………….... 1

1.2 Problems of Study …………………………………………... 2

1.3 Scope of Study ……………………………………………… 4

1.4 Aims of Study ……………………………………………… 4

1.5 Hypothesis ………………………………………………….. 4

1.6 Methods of Study ………………………………………….. 4

1.7 Significance of Study ……………………………………… 6

1.8 The Organization of Writing ……………………………….. 6

Chapter 2 LITERARY REVIEW

2.1 Object of the Research …………………………………….… 8

2.2 Theoretical Framework …………………………………….… 8

2.2.1 Theory of Simulacra by Jean Baudillard ……………… 8

2.2.2 Theory of Pragmatic Semiotic by C.S. Peirce ……… 10

Chapter 3 RESEARCH METHOD

3.1 Type of Research ……………………………………………. 13

3.2 Data Source ………………………………………….…… 13

ix

3.3 Population and Sample …………………………………… 14

3.4 Technique of Collecting Data …………………………… 15

3.5 Technique of Analyzing Data …………………………… 16

Chapter 4 ANALYSIS

4.1 Identification, Classification, and Interpretation of Sign from Cosmetic

Advertisements ……………………………………………. 18

4.1.1 Revlon Color Stay Aqua ……………………………. 18

4.1.2 Maybelline Air Foam Foundation ……………………. 25

4.1.3 Pond’s White Beauty ………………………………... 32

4.1.4 Tje Fuk Whitening Cream ……………………………. 38

4.2 Teenager’s Perspective about Beauty ……………………. 43

4.3 The Effect of Cosmetic Advertisement to Teenager ……. 52

Chapter 5 CONCLUSION and SUGGESTION

5.1 Conclusion ………………………………………………… 57

5.2 Suggestion ………………………………………………… 58

BIBLIOGRAPHY …………………………………………………………… 59

APPENDIX

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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

.

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LIST OF DIAGRAMS

Diagram 1. Triadic meaning theory by Charles S. Peirce (1931) ……………….

10

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LIST OF PICTURES

1. R 00.00.03 ……………………………………………………………....... 18,19

2. R 00.00.10 ……………………………………………………………....... 18,19

3. R 00.00.24 .……………………………………………………………....... 18,19

4. R 00.00.21 ……………………………………………………………....... 18,21

5. R 00.00.14 ……………………………………………………………....... 18,21

6. R 00.00.09 ……………………………………………………………....... 18,22

7. R 00.00.29 ……………………………………………………………....... 18,22

8. R 00.00.02 ……………………………………………………………....... 18,22

9. M 00.00.24 ……………………………………………………………....... 24,26

10. M 00.00.06 ……………………………………………………………....... 24,26

11. M 00.00.18 ……………………………………………………………....... 24,26

12. M 00.00.05 ……………………………………………………………....... 24,26

13. M 00.00.12 ……………………………………………………………....... 24,26

14. M 00.00.08 ……………………………………………………………....... 24,28

15. M 00.00.02 ……………………………………………………………....... 25,28

16. M 00.00.05 ……………………………………………………………....... 25,28

17. M 00.00.23 ……………………………………………………………....... 25,28

18. M 00.00.21 ……………………………………………………………....... 25,29

19. M 00.00.04 ……………………………………………………………....... 25,29

20. M 00.00.06 ……………………………………………………………....... 25,29

21. M 00.00.16 ……………………………………………………………....... 25,29

22. M 00.00.04 ……………………………………………………………....... 25,29

23. P 00.00.01 ……………………………………………………………....... 31,33

24. P 00.00.03 ……………………………………………………………....... 31,33

25. P 00.00.11 ……………………………………………………………....... 31,33

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26. P 00.00.15 ……………………………………………………………....... 31,33

27. P 00.00.26 ……………………………………………………………....... 31,33

28. P 00.00.05 ……………………………………………………………....... 32,35

29. P 00.00.06 ……………………………………………………………....... 32,35

30. P 00.00.08 ……………………………………………………………....... 32,36

31. P 00.00.03 ……………………………………………………………....... 32,36

32. T 00.00.05 ……………………………………………………………....... 38,39

33. T 00.00.13 ……………………………………………………………....... 38,39

34. T 00.00.01 ……………………………………………………………....... 38,39

35. T 00.00.10 ……………………………………………………………....... 38,40

36. T 00.00.11 ……………………………………………………………....... 38,41

37. T 00.00.03 ……………………………………………………………....... 38,41

xiv

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 ... 33

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

xv

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

xvi

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

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.

2

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?

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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.

4

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”.

5

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.

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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.

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-

8

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 2012. 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

2.2.1 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

9

simulation and truth becomes not clear so that it creates simulacra and hyper-

reality.

“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

10

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.

2.2.2 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”.

11

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.

12

Table 1. Relationship between three types of sign and their reference

source

Types

of sign

Relation between sign and its

reference source

Example

Icon Sign that is designed to represent a

reference source through simulation or

equation.

(The correlation between object,

representament, and interpretant is

direct).

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).

Index Sign that is designed to identify or to

link the reference source.


representament, and interpretant shows

identity)

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.


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.

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

14

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.

15

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, open-

ended, 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

16

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

17

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.

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

4.1.1 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.

19

Table 2. Identification and Classification of Revlon Color Stay Aqua

Advertisement

Types

of Sign Explanation Analysis Scene Unit

Icon

Sign that is designed to

represent a reference

source through

simulation or equation.

The African-American model

picture, Halle Berry.

R 00.00.03

The beach as product background.

R 00.00.10

Product motto.

R 00.00.24

Index


identify or to link the

reference source.

The Halle Berry expression..

R 00.00.21

The work visualization.

R 00.00.14

Symbol


encode the reference

sources through

agreements.

The ingredient illustration from

coconut water.

R 00.00.09

The sunset at beach cliff.

R 00.00.29

The dominant color.

R 00.00.02

20

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 00.00.03

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 00.00.10

Same as the

object

Giving fresh sensation and

representing many

customers.

3

Product motto.

R 00.00.24

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

21

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.

22

2. Meaning Interpretation of Index

Table 2.2 Meaning Interpretation of Index from Revlon Color Stay Aqua

Advertisement


1

The Halle Berry’s

expression.

R 00.00.21

The smiling Halle

Berry.

A welcoming effort to

convince customers that this

product is convenient and

trusted.

2

The work

visualization.

R 00.00.14

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.

23

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


1

The ingredient

from coconut

water.

R 00.00.09

Same as the

object

Coconut water is one fresh

liquid that gives cool

sensation naturally.

2

The sunset at

beach cliff. R

00.00.29

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 00.00.02

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

24

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.

25

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


Icon


represent a reference

source through simulation

or equation.

Three different skin color model;

black, white and color.

M 00.00.24

The content that looks like foam.

M 00.00.06

Applied product scene.

M 00.00.18

The sunny New York landscape.

M 00.00.05 M 00.00.12

Index



reference source.

The model expression.

M 00.00.08

26

The dress.

M 00.00.02 M 00.00.05

The final statement.

M 00.00.23

Symbol



sources through

agreements.

The visualization of lightness.

M 00.00.21 M 00.00.04

The color domination.

M 00.00.06 M 00.00.16 M 00.00.04

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:

27


Table 3.1 Meaning Interpretation of Icon from Maybelline Air Foam



1

Three different skin

color model; black,

white and color.

M 00.00.24

Same as the

object Universal using.

2

The content that

looks like foam.

M 00.00.06

Same as the

object Light product.

3

Face massage scene.

M 00.00.18

Same as the

object

Persuasive approach for the

customer to use the product.

4

The sunny New

York landscape. M00.00.05M 00.00.12

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

28

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.

29


Table 3.2 Meaning Interpretation of Index from Maybelline Air Foam



1

The model

expression.

M 00.00.08

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 00.00.02M 00.00.05

White, cream and

dark brown dress

of the models.

Giving understanding that

this product is suitable for

every kind of skin color

3


M 00.00.23

100% 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

30

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.


Table 3.3 Meaning Interpretation of Symbol from Maybelline Air Foam



1

The visualization

of lightness. M 00.00.21M 00.00.04

The bubbles. As an image and a

persuasion step.

2

The color

domination. M 00.00.06 M00.00.16

M 00.00.04

White and blue

background.

Giving a new perspective

about beauty and a new

special product.

31

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.

32

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


Icon


represent a reference source

through simulation or

equation.

The product that is taken and used

by model.

P 00.00.01 P 00.00.03

Changing the weather; cloudy

into sunny.

P 00.00.11

Easy to find a boyfriend.

P 00.00.15

Kissing scene.

P 00.00.26

33

Index



reference source.

The changing color skin.

P 00.00.05

The model expression.

P 00.00.06


Symbol



sources through

agreements.

Pink and white dress.

P 00.00.08

Pro-nutrient text.

00.00.03

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:

34


Table 4.1 Meaning Interpretation of Icon from Pond’s White Beauty

Advertisement


1

The product that is

taken and used by

model. P 00.00.01P 00.00.03

Same as the

object

First step in attracting the

attention from customers.

2

Changing the

weather; cloudy

into sunny.

P 00.00.11

Same as the

object

Gaining a new hope and a

new spirit.

3

Easy to find a

boyfriend.

P 00.00.15

Same as the

object

To flatter the customer in

love side.

4

Kissing scene.

P 00.00.26

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

35

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.

36


Table 4.2 Meaning Interpretation of Index from Pond’s White Beauty

Advertisement


1

The changing color

skin.

P 00.00.05

The changing step

from dark to

bright white

scene.

Emphasizing in changing

the skin color into white.

2

The model

expression.

P 00.00.06

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

37

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.


Table 4.3 Meaning Interpretation of Symbol from Pond’s White Beauty

Advertisement


1

The dress color.

P 00.00.08

White and pink

dress.

The representation of

women characteristic;

haveing white skin and

feministic.

2

Pro-nutrient text.

P 00.00.03

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

38

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.

4.1.4 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:

39

Table 5. Identification and Classification of Tje Fuk Advertisement

Type

of Sign Explanation Analysis Unit

Icon


represent a reference source

through simulation or

equation.

White skin women and a man

models.

T 00.00.05 T 00.00.13

White color background.

T 00.00.01

Index



reference source.

Product motto.

T 00.00.10

Symbol



sources through

agreements.

Non mercury and Hydroquinon.

T 00.00.11

Japanese formula.

T 00.00.03

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:

40


Table 5.1 Meaning Interpretation of Icon from Tje Fuk Advertisement


1

White skin women

and a man models. T 00.00.05 T 00.00.13

Same as the

object

To show the real result of

product work.

2

White color

background.

T 00.00.01

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.

41

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.


Table 5.2 Meaning Interpretation of Index from Tje Fuk Advertisement


1

Product motto.

T 00.00.10

“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.

42


Table 5.3 Meaning Interpretation of Symbol from Tje Fuk Advertisement


1

Non mercury and

Hydroquinon.

T 00.00.11

Each words

meaning bases on

dictionary

Trying to educate the

customer in using safe

cosmetic product.

2

The ingredient of

Tje Fuk product.

T 00.00.03

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 “non-

mercury 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

43

6.67%

56.66%

30%

6.67%

Percentage of total respondents in desiring

white skin.

want badly

want

want-less

not want

really not want

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

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

44

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

45

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

46

10%

60%

10%

13.33%

6.67%

Percentage of respondent's opinion about

white skin is beauty

absolutely agree

agree

not sure

not agree

absolutely not agree

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

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.

47

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

48

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.

49

33.33%

60%

3.33% 3.33%

Percentage of respondent's opinion that

Indonesian models mostly have white skin.

absolutely agree

agree

not sure

not agree


Chart 3. Percentage of respondent’s opinion that Indonesian model mostly

have white skin

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 -


beautiful 20%

The models are ordinary 30%

The models are not beautiful 33.33%


Maybelline

The models are beauty 13.33%


beautiful 50%

The models are ordinary 16.67%


50


Revlon

The model is beauty 23.33%


beautiful 3.33%

The model is ordinary 56.67%



Table 9. The respondent’s reasons in which model’s appearance is the

most attractive to them

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:

The respondent’s reasons in which model’s

appearance is the most attractive to them Percentage

Pond’s

The model is beautiful than the

others 33.33%

Using the product 6.67%

The model is more convincing 3.33%

Tje Fuk

The models are not young 10%

The models are beauty 3.33%

Weird advertisement 33.33%

Maybelline

The models are plural 13.33%

The models are interesting 50%

Appreciate individual’s beauty 16.67%

Revlon The model’s beauty is natural 23.33%

Branded product 3.33%

51

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

52

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).

53

26.67%

50%

16.67%

3.33% 3.33%

Percentage of respondent's opinion that white model can be

more convincing than the others.

absolutely agree

agree

not sure

not agree


Chart 4. Percentage of respondent’s opinion that white model can be more

convincing

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).

54

13.33%

36.67% 40%

3.33% 6.67%

Percentage of whitening skin affection to the

respondnet

absolutely believe

believe

not sure

not believe

absolutely not believe

16.67%

46.67%

6.66%

30%

Percentage of respondents who are influenced by model in

using cosmetic product.

really influenced

influenced

not sure

really not influenced

Chart 5. Percentage of whitening skin affection to the respondent

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

55

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).

56

3.33%

26.67%

6.67%

36.66%

26.67%

Percentage of the how important white skin in frienship from

respondent.

very important

important

not sure

not important

not important at all

Chart 7. Percentage of the how important white skin in friendship from

respondent

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 socio-

economic 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.

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

58

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.

59

BIBLIOGRAPHY

Baudillard, Jean. 1994. Simulacra and Simulation. Trans. Sheila Faria Glaser.

English: University of Michigan.

Creswell, John W. 1994. Research Design Qualitative and Quantitative

Approaches. California: Sage Publication.

Crisp, Richard. 2010. The Psychology of Sosial and Cultural Diversity. New

Jersey: Wiley-Blackwell.

Danesi, Marcel. 2004. Massages, signs, and Meanings: A Basic Textbook in

Semiotics and Communication Theory. 3rd

edn. Canadian Scholars’ Pess Inc.

Dawson, Chaterine. 2002. Practical Research Methods. United Kingdom: How

To Books Ltd.

Doughlas L. Medin, Brian H. Ross, and Arthur B. Markman. 2002. Cognitive

psychology. 3rd

edn. New York: John Wiley and Sons Inc.

Hornby, A.S. 1995. Oxford Advanced Learner’s Dictionary. 5th

edn. New York:

Oxford University Press.

Kellner, Douglas. 1994. Baudrillard Reader. Cambridge: Blackwell.

Kerlinger, F. 1964. Foundation of Behavioral Research. New York: Holt,

Rinehart & Winston.

Newman, Isadore, and Carolyn R. Benz. 1998. Qualitative-Quantitative Research

Methodology: Exploring the Interactive Continuum. United States of

America: Southern Illinois University.

Noth, Winfried. 1995. Handbook of Semiotics. United State of America: Indiana

University Press.

Peirce, Charles S. 1931. Collected Papers of Charles Sanders Peirce. Ed. by

Charles Hartshorne and Paul Weiss. Vol. 1. Cambridge: Harvard University

press.

Stokes, Jane. 2003. How to Do Media and Cultural Studies. California: Sage

Publication.

Storey, John. 1997. An Introduction to Cultural Theory and Popular Culture. 2nd

edn. Hertfordshire: Prentice Hall/Harvester Wheatsheaf.

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


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)

…………………………… ………………………………

…………………………… ………………………………

…………………………… ………………………………

…………………………… ………………………………

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


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

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