Ruffina Pramadyta A. B, 120610255 (2011) AGAINST THE COMMON BEAUTY CONCEPT: PIERCE SEMIOTIC ANALYSIS OF AGNES MONICAS VERSION OF ZINC SHAMPOO TV COMMERCIAL. Skripsi thesis, UNIVERSITAS AIRLANGGA.

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Abstract

Most shampoo products in Indonesia portray the figure of the advertisements with feminine concept through long straight hair. Zinc shampoo TV commercial tries to break this stereotype with present the figure of the product with the tomboyish concept of short hair. The breaking of concept in Zinc advertisement is being a controversial issue that would be explained through the analysis of this study. Semiotics approach of Charles Sanders Pierce would be used in this study in order to reveal the phenomenon happened in publics about the stereotype of beauty concept in most shampoo advertisements in Indonesia. This study also found out the sign, signified and signifier behind the concept of Agnes Monica’s version of Zinc through the semiotics approach. It is a theory about how the meaning of the signs is created in order to expose the myth behind. This study aimed to reveal about stereotype of beauty concept and presented about how Zinc in Agnes Monica version against the stereotype. The focusing of the thesis would be in the portrayal of beauty concept in most shampoo advertisements in Indonesia through girl hair, the tomboyish concept in Zinc 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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