THE PORTRAYAL OF FEMALES AND IDEOLOGY IN COSMETIC ADVERTISEMENT OF SHISEIDO IN “WATASHI, KAIKASENGEN” VERSION

This research aims to describe the portrayal of females and the ideology in cosmetic advertisement of Shiseido in “Watashi, Kaikasengen” version which based on the linguistic description, discourse, and semiotic. Literally, watashi, waikasengen means ‘the declaration of my efflorescence and I’. The result presented that the female in the advertisement of Shiseido was not only beautiful but also active, brave, optimist, and confident. However, commonly, females are only portrayed according to the beautiful physique in matronly, spoiled, passive, or graceful personality. Moreover, the ideology of change and freedom were symbolized by the appearance of the nude model in this advertisement. In other words, the females which commonly consider the concept of beauty and fashion, now, they feel free to decide how they look like and what they want to be.