Catalog :

Detail Article


ISSN 2301-5829

Vol. 4 / No. 2 / Published : 2015-08

TOC : 2, and page :9 - 16

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Original Article :

The representation of indonesia’s beauty in miss world 2013 advertisement: a semiotic study

Author :

  1. Putri Budi Sulistiani*1
  2. Nurul Fitri Hapsari*2
  1. Mahasiswa Fakultas Ilmu Budaya
  2. Dosen Fakultas Ilmu Budaya

Abstract :

In 2013, Indonesia becomes the householder of Miss World contest in 2013 used as the medium for promoting Indonesia to the world. Thus, an advertisement entitled Bring Indonesia’s Beauty to The World was made. The advertisement was full of all images depicting Indonesia. Therefore, this study aimed to examine Indonesia’s beauty represented in the Miss World advertisement. Related to the methodology of the study, the writer used qualitative approach. Semiotics theory by Roland Barthes and nation branding theory by Keith Dinnie were used to reveal the representation of Indonesia in the advertisement. Based on the analysis results, Indonesia’s beauty represented in the advertisement as a nation with plural and friendly welcoming for everyone from every nation in the world, beautiful harmonization of religions, people who respect and maintain the environment as well, outstanding cultural heritage representing the beauty of Indonesia, and the patriarchy system. However, the representations of those assets used to brand Indonesia can create some stereotypes and redefinition about Indonesia. 

Keyword :

advertisement, miss world, nation branding, representation, semiotics,

References :

  1. Matthew, Emily, (2008). The State of The Forest: Indonesia. Washington : Global Forest Watch


Archive Article

Cover Media Content

Volume : 4 / No. : 2 / Pub. : 2015-08
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  2. The representation of indonesia’s beauty in miss world 2013 advertisement: a semiotic study
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