Alfano Utomo, Merry Fridha Tripalupi, Irmasanthi Danadharta

Analysis of Contradictory Messages in Advertisements (Semiotic Analysis of Citra Advertisement Version “Pancarkan Ragam Cantik Kulit Indonesia”)

Introduction

Analysis of contradictory messages in advertisements (semiotic analysis of citra advertisement version “pancarkan ragam cantik kulit indonesia”). Explore contradictory beauty messages in Citra's 'Pancarkan Ragam Cantik Kulit Indonesia' ad. A semiotic analysis uncovers how fair skin ideals are subtly reinforced despite diversity promotion.

Abstract

In the advertising industry, the media plays an important role in shaping public perceptions of beauty standards, including in Indonesia. Representations of women in advertisements are often depicted with ideal images centered on fair skin. Although advertisements now often feature representations of diversity, these standards are still made subtly in the media. This study discusses the contradictory messages contained in the Citra advertisement version “Pancarkan Ragam Cantik Kulit Indonesia” using Charles Sanders Peirce's semiotic method. This research is a qualitative study using a constructivism paradigm approach with text analysis. The purpose of this study is to uncover the hidden meanings in advertisements using Charles Sanders Peirce's semiotic method with Jacques Derrida's deconstruction theory. The results of the study show contradictory messages in the representation of diversity raised in this advertisement. Although Citra highlights the diversity of Indonesian skin color beauty, the presence of visuals such as placing light-skinned women as the main focus, the use of skin lightening ingredients such as bengkuang and niacinamide in Citra products as the main selling point, animations of skin color changes towards lighter, the appearance of characters who have dark skin characters with the label "Glowing Skin" still refers to the standard of beauty of light skin. This advertisement has not completely deconstructed the standard of beauty, but rather reproduces it in a new and more subtle form in selling its products.

Review

This study tackles a highly relevant and timely topic concerning the perpetuation of conventional beauty standards within the advertising industry, particularly within the Indonesian context. By focusing on Citra's "Pancarkan Ragam Cantik Kulit Indonesia" campaign, the research effectively highlights the subtle ways in which media representations, despite outwardly promoting diversity, can inadvertently reinforce deeply ingrained ideals of fair skin. The chosen theoretical framework, employing Charles Sanders Peirce's semiotic method alongside Jacques Derrida's deconstruction theory, is particularly apt for dissecting the complex layers of meaning and inherent contradictions embedded in advertising texts. This approach promises a rigorous analysis capable of uncovering the latent ideological underpinnings of beauty advertisements. The methodological rigor of the study is commendable, utilizing a qualitative constructivism paradigm with detailed text analysis to explore hidden meanings. The research successfully demonstrates a comprehensive application of its chosen semiotic and deconstructive tools, providing concrete examples of contradictory messages. The findings powerfully illustrate how elements such as the visual prominence of light-skinned women, the explicit mention of skin-lightening ingredients like bengkuang and niacinamide, the visual animation of skin tones shifting towards lighter shades, and even the labeling of dark-skinned characters with "Glowing Skin" subtly yet effectively perpetuate the fair-skin ideal. This detailed breakdown showcases the advertisement's failure to truly deconstruct existing beauty norms, instead revealing its reproduction in a more nuanced and commercially palatable form. Overall, this study makes a significant contribution to the fields of media studies, advertising critique, and cultural studies, particularly in understanding the dynamics of beauty representation in a diverse nation like Indonesia. It provides compelling evidence that surface-level diversity does not automatically equate to a dismantling of entrenched beauty hierarchies. While the abstract clearly outlines the findings, a more elaborate discussion in the full paper on the socio-cultural implications of these subtle reproductions, and how consumers might interpret such contradictory messaging, would further enrich the analysis. Nevertheless, the research effectively underscores the critical need for continued vigilance against covert forms of bias in advertising and serves as a valuable resource for academics, marketers, and policymakers alike.

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