Local-Face and Mixed-Race in Femina Magazine and Nova Tabloid: Hybridity and Mimicry in Beauty and Daily Products in Indonesia's Advertisements
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Date
2015-01-31
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Abstract
This article compares ads of beauty products featured by mixed-race models and ads of daily products
(da1lv consumption) featured by local-look models in Indonesian women's magazines. By using semiotic
approach, in th1s context I have tried to 1dent1fy hybnd1ty and mimicry in Royco Mama Lemon. Scotch
Bnte. Lux, Mane-France and Ponds ads and then related the findinqs to whiteness and consumption
There seems to be un1form1tv in perceivinq beauty by makinq Western woman as the reference. and the
mixed-ra;e that phys1callv resembles much more closely the appearance of Western woman can
therefore be dominant in beauty products ads M1m1crv and hvbnditv that I find 1n most ads 1s presented
1n different wavs. Dallv products tend to use metaphors to represent hvbnd1tv whereas beautv products
employ m1xed-raced models as the element of hybrid. However, the ambival ence inherent in hybrid
enables mixed-race to im1tate and to be imitated at the same t1me. In this context, the hybnd imitates a
Western woman as theoriginal and then the hybrid is Imitated by the local face to become a hybrid. The
difference of treatment of dallY and beauty products can be seen in the women's role and how they
consume the products in both types of ads While it 1s evident that ads of da1lv product fort1fv the
position of local women 1n domestic affairs. the mixec-race women as the imitation of Western women
are stereotyped as women of freedom and beauty. This strengthens the connotation of Western lifestyle
that tends to live in glamour leisure, and wealth.
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Keywords
Hybridlty, Mixed-race, LocaHook, Whiteness, Consumption