The Construction Of Meaning:Muslim Women Representation In Wardah Advertising Indonesia

This research examines the intersection of women representation in advertising,consumer capitalism,and Islam in Indonesia.It is a critical study of Muslim women representation in Wardah advertisement,Indonesia's first halal cosmetic brand.Adopting social semiotic analysis,to discern the ideological values permeated in advertising representation and in-depth interview to find out how Muslim women interprets the representation.In 64 television advertisements,we found two major representations which are the empowered and kindhearted Muslim women.From the interview of 12 Indonesian Muslim women,we conclude that the representation is inspirational for them because it is the collaboration between the ideal self and the Islamic values.This research aiming to discern how Indonesia as the world most populous Muslim nation representing Muslim women in the advertisement and at the same time,how Muslim women as the audience interpreting the ideal representation.