THE PORTRAYAL OF WOMAN’S HAIR STEREOTYPE IN SHAMPOO ADVERTISEMENTS IN INDONESIA

FITRI DWI, HAPSARI (2017) THE PORTRAYAL OF WOMAN’S HAIR STEREOTYPE IN SHAMPOO ADVERTISEMENTS IN INDONESIA. Other thesis, UNIVERSITAS WIJAYA PUTRA.

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Abstract

Most shampoo products in Indonesia portray the figure of the advertisement with long straight black hair. Shampoo product advertisement in Indonesia represents their product mostly with their figure or model with long straight black hair. The image of long straight black hair in many shampoo product advertisements seems as the permanent deal of the company to represent the image of the product. From that advertisement make teenager mostly compete to get the hair like as rhe model or the figure of the shampoo product advertisements. Mostly girls change their hair into the straight one with rebounding style because of the stereotype beauty hair in most shampoo product advertisements. Semiotic theory of Charles Sanders Pierce would be used in this study in order to reveal the phenomenon happened in society about the stereotype of beauty concept in most shampoo advertisements in Indonesia. This study also found out the sign behind
the beauty concept of most shampoo product advertisement in Indonesia. The focusing of the thesis would be in the portrayal of beauty concept in most \ shampoo advertisement in Indonesia through girl hair and the interpretation of the sign. In order to get the qualified data, qualitative method would be used through the analysis.

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