EGHITA DESIANE NARESWARI, 121411233020 (2018) THE REPRESENTATION OF WOMEN’S EMPOWERMENT IN MAKE OVER’S INTENSE MATTE LIP CREAM ONLINE ADVERTISEMENTS (MAKE OVER’S WEBSITE IN 2016-2017). Skripsi thesis, Universitas Airlangga.

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Abstract

Lip coloring products are kinds of cosmetics that are used to decorate women‘s lips. The function of lip coloring products have changed many times based on certain era and culture. Many lip coloring products are used to identify women‘s identity as submissive or powerless. It is supported with beauty myth that forces women to adherence the standard that keeps women in a lower position. Nevertheless, many lip coloring products nowadays promote women‘s power on their advertisements. Women‘s empowerment seems perfect to describe women‘s identity in modern era because it refers to women‘s power in showing their rights confidently. Women apply lip coloring product as the tools to improve their self-confidence along with their career. Henceforth, cosmetics, especially lips color product advertisements nowadays tend to apply women‘s empowerment issue in promoting women‘s power on their products. However, representation of women‘s empowerment in cosmetics advertisements still remain within the femininity and negative depiction. Related with these issues, this study uses one of popular cosmetics brand advertisements in Indonesia named MAKE OVER and choose the Intense Matte Lip Cream advertisements in the website as the object of this study. In contrast, MAKE OVER’s Intense Matte Lip Cream Advertisements uses Western women as the models rather than Indonesian women. The representation that is displayed in these advertisements are very different with the reality in Indonesia. This study aims to figure out the representation of women‘s empowerment that is constructed in the advertisements. This study is conducted by the help of Roland Barthes‘ semiotic and qualitative methods. To reveal the representation of women‘s empowerment in the advertisements, the writer uses Beauty Myth by Naomi Wolf and also Backlash concept by Susan Faludi. The data are taken from the three online advertisements in the MAKE OVER’s website in 2016-2017. The study finds that the representation of women‘s empowerment in the advertisements is constructed in opposite meaning to against the women‘s power itself. Women‘s empowerment in the advertisements is represented as negative as rebellion action that acts out of control. Moreover, the advertisements represent more women‘s subordination rather than their power.

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