DIANI PERMATA SARI, 121211233036 (2019) THE PORTRAYAL OF IDEAL WOMEN ON "WRP DIET CENTER" COMMERCIAL: A SEMIOTIC STUDY. Skripsi thesis, Universitas Airlangga.

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Abstract

This journal is written in order to analyze how beauty myth is represented through the female model in Women Reduction Program (WRP) Diet Center commercial and how the ideology of ideal woman is conveyed in it. Using Women Reduction Program (WRP) Diet Center ‘The True Story of Vita Subroto’ inspiration story version commercial, this journal uses Naomi Wolf’s beauty myth theory. Women try hard to gain acknowledgement from society that they are ideal from both other women and men. Commercials also can shape women’s mindset that the ideal beauty relies mostly on physical appearance. In analyzing this commercial, the writer applies qualitative approach and John Fiske’s Television Codes which contains three level: Reality, Representation, and Ideology. Vita Subroto did not feel confident with her husband because her body is far from the ideal. After she consulted to WRP Diet Center, her body become slim and ideal. The way her husband saw her new body, he becomes warm again towards his wife. The husband and wife proudly share smiles when they walk together outside as a happy couple. It can be concluded that women try hard to achieve those beauty concept ideal in order to fulfill the concept that was created by men. The beauty that is represented by this commercial is a beauty myth that says having a slim body become a standard of beauty that accepted in patriarchal society.

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