AISYIYAH SUKMA SHAMBODO, 121411233017 (2018) THE PORTRAYAL OF WOMEN’S IDEAL BODY MYTH WITHIN WACOAL’S BODY SHAPER ONLINE ADVERTISEMENT. Skripsi thesis, Universitas Airlangga.

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Abstract

Body shaper is a tool that is used to shape women’s body. Body shaper historically and culturally cannot be separated from women’s identity. Body shaper in every culture has signified women’s identity, such as their class, social status, and so on. Nowadays, body shaper is even being industrialized by every culture. One of them is Wacoal. Wacoal is a Japanese company that has concerned with women’s underwear since 1946. However, as an Asian company, Wacoal uses Western female model as ambassador for their body shaper product. Thus, this study aims to analyze the portrayal of women’s ideal body myth within Wacoal online advertisement. Beauty myth theory is used because this study discusses about the issue of beauty standards shown through Wacoal product advertisement. This study uses qualitative method because it is more focused on the text contained in the media. The research objects are Wacoal body shaper advertisement in August 2005, February 2009 and October 2009 because all the three products are best sellers and show Western women as their models. The underlying message is that Western countries are still being the center for non-Western countries in terms of beauty and body.

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