The Political Advertising of Women’S Skin Colours in Indonesia

Abstract

The beauty of the woman is form a stereotype (uniformity) and bring them to the properties in the surrounding of beauty. Among other things, women have to look charming,a  clever housekeeping, smart and a source of knowledge and moral of her families. Women are also often referred to a gentle, graceful, a good cook, more emotional, less physically strong, motherhood, dependent,and  passive figure. Discourse beauty and femininity of women can not be separated from the construction of a patriarchal culture that gave power to men to provide for recognition of women's femininity on the one hand, and women are always looking for the recognition of male femininity. And so does the women that’s using by the advertisement.Using a socio-cultural approach, the authors will examine changing trends unique beauty of Indonesian women by socio-cultural background that developed in Indonesia. Beauty trend women are generally more influenced by the socio-cultural background of a society. That’s factor influence social and cultural change will also be examined, primarily concerned with changes in women's attitudes, the emancipation of women, the development of technology, and the influence of western culture against the culture of Indonesian women.Trend deconstructed female beauty through the mass media today. Women are encouraged to grow awareness that she did not beautifull if they do not have the requisite gorgeous beauty same in the mass media. The mass media had been dictating our consciousness both individually and collectively on lifestyle, as well as the meaning of social and cultural values.

Keywords: Beauty, Women, Advertising