AGAINST ALL ODDS (PERGESERAN STANDAR KECANTIKAN DALAM IKLAN KORPORAT “REAL BEAUTY” DOVE)

Abstract

This study looked at how the matching of signs related to the shift in standard of beauty in corporate advertising Real Beauty with Dove's wish image. In seeing this suitability, the author uses the Semiotics method by Charles Sander Peirce to reveal the sign by grouping it into icons, indices, and symbols found in corporate advertising. The shift related to beauty standards will be seen in the corporate advertisements Real Beauty, Meet Kylee as the global version and Real Beauty: Friends as the local version (Indonesia). The use of these two advertisements also aims to see whether Dove is consistent in carrying out the Real Beauty campaign. The results of the sign analysis show that the global version of the advertisement reflects a shift in the standard of beauty (a new definition of beauty), the feminist movement, gender bias resistance and against social construction. Meanwhile, the sign analysis on the local version of the ad is still fixated on traditional beauty standards, gender bias, patriarchal culture, and the social construction that makes the ad Real Beauty: Friends does not reflect the company's wish image and fails to maintain consistency in campaigning. Dove's failure to maintain the consistency of the Real Beauty campaign with wish image can make Dove experience an identity crisis that leads to a bad reputation or image for the company, such as the failure of the company's wish image formation, and failure to reach marketing targets such as Dove expected.