REPRESENTASI SUPREMASI KULIT PUTIH BAGI PEREMPUAN DALAM PRODUK IKLAN SEBAGAI STANDAR KECANTIKAN

Abstract

This article aims to analyze women's views in interpreting the meaning of beauty through beauty advertising products on social media. In this study, the authors used a qualitative approach accompanied by Ronald Barthes's Semiotic method. The results of this study can be described into three, namely: 1) There are some beauty advertising products that show that the white woman is prettier than the skin that is not white. This is indirectly used as a standard of beauty by Women, 2) Women are said to be beautiful not because of their white skin, slender body, syug nose, or so on. But women are said to be beautiful when they have good personalities, positive thoughts, and psychic-spiritual dimensions, 3) There is a process of dynamics in the supermation representation of female body image. This research is important, because beauty advertising is indirectly used as a standard of beauty by women and its impact on body image, and it should be straightened out. In fact, beauty standards are not just white skin.Keywords: beauty products ads; white; semiotics Ronald Barthes's