Representasi Gaya Hidup Wanita Muslim Indonesia dalam Iklan Televisi

Abstract

Wardah cosmetic products heavily use television advertisements in promoting their products. Wardah’s “In My Life” advertisements show the public a particular representation of the lifestyles of Indonesian Muslim women. In this study, it was seen how the advertisements showedIndonesian Muslim women carrying out their daily activities. Through the semiotic method it was found that Muslim women in Indonesia are shown to have an active and dynamic lifestyle in carrying out various activities. All activities were still carried out using Muslim clothing and veils, but the use of Muslim clothing and headscarves was tailored to the type of activity being carried out. This is indicated by various types of Muslim clothing and models of hijabs that the models used when doing several different activities.[Produk kosmetik Wardah gencar menggunakan iklan televisi dalam mempromosikan produknya. Melalui iklan televisi Wardah versi in my life menampilkan kepada masyarakat tentang representasi gaya hidup wanita muslim Indonesia. Dalam penelitian ini dilihat bagaimana wanita muslim Indonesia dalam akifitas kesehariannya ditampilkan dalam iklan. Melalui metode semiotika ditemukan bahwa wanita muslim di Indonesia ditampilkan memiliki gaya hidup aktif dan dinamis dalam melakukan berbagai aktivitas. Segala aktivitas tetap dilakukan dengan menggunakan pakaian muslim dan berjilbab. Namun penggunaan pakaian muslim dan jilbab tersebut disesuaikan dengan jenis aktivitas yang dilakukan. Hal ini ditunjukkan dengan berbagai jenis pakaian muslim dan model jilbab yang digunakan wanita sebagai model iklan tersebut saat melakukan beberapa aktivitas yang berbeda.]

The Influence of Halal Lifestyle on Career Women in Indonesia

“…The growing number of institutions and workplaces that allow women to wear hijab shows that Indonesian Muslims can openly express their identity as a Muslim, including many women who are increasingly concerned about the halal lifestyle (Virga, 2018). This can be seen from the increasing number of hijab users and cosmetics with the halal logo that continues to increase, including among career women.…”

“…Different from Ulya (2018) that examines the halal lifestyle of cosmopolitan Muslim women using Islamic symbols to gain economic benefits. Meanwhile, Virga (2018) explained the lifestyle of Indonesian Muslim women in television advertisements representing active women with various activities by wearing closed-clothes and hijab is a proof that hijab does not limit women's activities. Other research examined community empowerment through education and literacy of the halal lifestyle movement (Vita et al, 2022).…”

PEMANFAATAN MEDIA SOSIAL AKUN INSTAGRAM @msglowbeautykuningan SEBAGAI MEDIA IKLAN INFORMATIF

“…Ada berbagai jenis iklan, jenis ini diklasifikasikan menurut tujuan penayangan iklan. Menurut Enik dalam [1] iklan dikategorikan menjadi 3 jenis yaitu Iklan Informatif (Informative Advertising), Iklan Persuasif (Persuasive Advertising), dan Iklan Reminder (Reminder Advertising). Pada iklan informatif bertujuan untuk memberikan informasi terhadap konsumen yang akan dituju.…”