HEGEMONIC FEMININITY IN INDONESIA'S TV COMMERCIAL ADVERTISEMENTS
Kata Kunci:
Advertisements, Gender, Hegemony, Hegemony femininity, Indonesia TV commercial, Language useAbstrak
This research aims to investigate the role of the TV commercial advertisement in Indonesia to the perspective about the way women should look like. There must be something wrong that influenced Indonesian women about the beauty standard that Indonesian hold. In attempting the question, the researcher use descritive qualitative approach as the research methdology. Through the current study, the researcher hope that Indonesian women has different perspective about the way women should look like, about the beauty standard and also about the definition of beauty itself. Anothe point, the researcher also hope that thie current study will be udefull for those future researcher that want to anlyze about language use and Hegemony theory by Antonio Gramsci. The researcher took three TV commercial advertisements as the sample of study, they are; Handbody Citra Natural Glowing White UV, Pantene shammpoo and Garnier Light Complete Serum Cream. Through these three advertisements, the result is the TV commercial in Indonesia has influenced the way Indonesian think about the way women should look like, the beauty standard that they hold and also the definition of beauty.
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