UNIVERSITAS AIRLANGGA



Detail Article

Allusion

ISSN 2301-5829

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

Order : 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 :

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
  1. Deconstructing The Portrayals Of Adults’ Superiority Towards Children In The Society In Orson Scott Card’s Ender’s Game
  2. The Representation Of Indonesia’s Beauty In Miss World 2013 Advertisement: A Semiotic Study
  3. Gender Representation In Golkar Political Advertisement Version “kesaktian Angka 5, Golkar Pilihannya”: Sara Mills’ Discourse Analysis
  4. The Representation Of Masculinity In Mama Lemon Advertisement Supermarket Version
  5. Melinda’s Struggle To Overcome Her Sexual Abuse Trauma In Laurie Halse Anderson’s Speak: A New Criticism Study
  6. Negotiating Biracial Identity As The Effect Of Double Consciousness In Durrow’s The Girl Who Fell From The Sky
  7. The Representation Of Female Lead Characters (ravenna And Snow White) In Snow White And The Huntsman Film
  8. The Representation Of Woman Rider As A Role Model In Traffic Rules Dissemination Through Satlantas’s Banner In Surabaya: A Semiotic Analysis
  9. Bonnie Castle’s Anxiety Disorder That Leads To Identity Crisis As Portrayed In William Irish’s Waltz Into Darkness
  10. A Construction Of Masculinity In Slickboy Deluxe Pomade Advertisements: A Semiotics Analyisis

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