Pembingkaian Standarisasi Kecantikan Perempuan dalam Iklan (Analisis Framing Zhongdang Pan dan Kosicki pada Iklan Wardah Versi Dinda Hauw)

Abstract

This study discusses the framing of women's beauty standardization in Wardah "Feel the Beauty" advertisement on the Youtube platform. Wardah ad "Feel the Beauty" constructs the meaning of standardization of women's beauty through an advertisement. The exposure of Wardah ad "Feel the Beauty", can lead public opinion about the meaning of beauty to be the same. This study uses the theory of social reality construction from Peter L. Berger and Thomas Luckman, and the method used is qualitative with a framing Zhongdang Pan and Gerald M Kosicki analysis approach. Data collection in this study was carried out by observing the scene in Wardah "Feel the Beauty" advertisement which was viewed through the Youtube platform, showing the framing of women's beauty standards. The results of the research in Wardah advertising scene "Feel The Beauty" construct the audience that there is no certain standard in seeing women's beauty. Women's beauty is not only seen through appearance, but by being themselves every woman can show and express her own beauty. Through inner beauty, talents, abilities, and achievements shown in the advertisement, proves that beauty can be seen from various things. Wardah agrees that there is no certain standard in beauty, and fully supports all forms of beauty for every woman.