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IJSTR >> Volume 7 - Issue 11, November 2018 Edition

International Journal of Scientific & Technology Research  
International Journal of Scientific & Technology Research

Website: http://www.ijstr.org

ISSN 2277-8616

Visual Analysis Of Fair & Lovely Commercial And How It Represents The Image Of Nowadays Indonesian Muslimat

[Full Text]



M. I. Qeis, Ahmad Faiz Muntazori, Nurulfatmi Amzy



Image and Representation, Indonesian Muslimat, Television Commercials, Visual Analysis



The popularity of muslim fashion in Indonesia made its way to the mass media, particularly into the television screen as a part of Indonesian popular culture. One of them is Fair&Lovely Commercial which featured a female model wearing muslim fashion. The commercials featured visual elements and narratives that brings a question about the image and identity of nowadays Indonesian muslimat, as television commercials can represents a particular identity within its visuals. This paper focuses on a visual analysis of Fair&Lovely television commercial, a whitening lotion showing a model wearing muslimat fashion to see how the commercial represents the image of nowaday’s Indonesian young adult muslimat with the approach of semiotics in the form of intersign relation of metaphor-metonymy. The result shows that the Fair&Lovely commercial tries to communicate an image representing a mixture of idea between the Islamic Syar’i values and the Western concept of female and femininity in the form of liberal feminism as a part of nowadays Indonesian muslimat identity.



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