REPRESENTASI WANITA MUSLIMAH PADA IKLAN WARDAH (VERSI KISAH DIBALIK CANTIK ‟HALAMAN BARU‟)

Abstrak

The purpose of this study was to determine the Representation of Muslim Women in Wardah Advertisements. This study uses a qualitative method with an analysis of representation in Wardah's advertisement Kisah dibalik Cantik "Palam Baru". The results of the study indicate that the concept of beauty contained in the Wardah advertisement "Kisah dibalik Cantik versi Halaman Baru" has changed. If so far beauty has been represented by the sensual appearance of women such as wearing minimal and tight clothes, then Wardah's advertisement instead displays the concept of women's beauty with Islamic clothing that is identical to a covered appearance. Wardah targets the market of all women in Indonesia as its consumers through the image of Muslim women. The beauty of Muslim women in Wardah advertisements is not only depicted by the covering of body parts by wearing a hijab. Wardah tries to invite Muslim women to combine make-up and hijab to be able to look beautiful, because the hijab is used as a symbol of the latest beauty fashion for Muslim women.

Keywords: Representation, Muslim Women, Advertisement, Beauty