Indonesia as a vast country with a variety of ethnic , ethnicity , race and religion in it simply represented in main media advertising to show the concept of beauty for women ( Bungin , 2008; 113 ) . Advertisements in various media in Indonesia is represented as a beautiful woman is a universal language , namely the shift from olive or tanned skin , graceful as a white female court into the ' berpesona ' west and free -thinking ( which he does not need to think of a tradition which later should be connected to what they will do ) as the West ( Europe and America ) ( Yulianto , 2007: XII ) . So what ads show this fact represents only a fraction of the reality of Indonesian society that is only based on Java , especially Jakarta .
Existing media in spreading information society is not only based on facts but also on the basis of historical cultural construction . The construction has indirectly represent the social conditions only berpatok on historical and cultural structures are not compared with the actual . At the end of construction of reality presented by the media is not fair for some people who are not represented in the media because the media will only represent the dominant majority . At various concepts of life also occurred construction reality in peoples have , one of which is the concept of female beauty .
In some research on the concept of beauty that exist in society in recent years indicate different from the concept of beauty Javanese literature ( Yulianto , 2007:14 ) . As disclosed Bungin (2007 : 221 ) that beauty is represented in the form of skin whiteness ( white ) , black hair , thick and straight , slim -bodied , has a freshness , absence of hygiene , luxury , elegance and flawless charming . Meanwhile , Prabasmoro ( 2003:106 ) in his book reveals that naturalized beauty with white color .
Various concepts of beauty that there is then adopted by the mass media in presenting the concept of beauty as it is shown in the ad . As a medium of communication , advertising became one of the tools in communicating the message . Advertising is not just limited to the stages of the product offering but , to the extent of persuading to buy the advertised product ( Jeffkins , 1996:11 ) .
An ad that appeared simplest , it is not an element of any single meaning in it , but there are still elements layered meanings . Advertising is not value-free , otherwise filled with a variety of interests and ideologies that provide benefits and power to certain parties . With this potential , the ad may be present as an issue ( Prabasmoro , 2003:80 ) . Advertising is no longer just be a mirror to society , however , people are advertising mirrors . Advertising is pengkontruksi reality created by a particular ideology . Thus , the ad has a form of " power " in the community in the community . Advertising plays a major role in determining tendencies , trends and fashion , even shaping the awareness and the construction of modern human thinking ( Channey , 1996:8 ) .
Various products shampoo and skin-lightening products in Indonesia does not fully represent the needs of the Indonesian people are diverse and made up of various races and ethnicities . East Indonesian society that has the physical characteristics of dark skin and curly hair , is not represented in a wide range of products shampoo or skin whitening products . The beauty products tend to show models and beautiful women flawless indo straight hair . ( Yulianto , 2007: 36 )
Skin lightening products such as Pond's and Pantene shampoo products that are Top Brand 2011 winner in each category have become a product that is in demand by many of Indonesia's population . Moreover , in the July 2011 issue of Self magazine ran an article that Pond 's as a skin-lightening products has reached 50 % market share in Indonesia with their technique that not only the media but also elektroni on various print - media ad and also below the line . In addition , as a product Pantene shampoo in the July 2011 issue of Self magazine also includes articles that Pantene is the same as Pond 's conduct on advertising they cease to have reached 54.7 % of brand value in the community .
Theory of Stuart Hall ( 1972) on the encoding / decoding encourage interpreaasi - diverse interpretations of media texts during the process of production and reception ( reception ) . In other words , Hall stated that the meaning is never certain . If we can be sure by representation , then there will be no exchange so no strategies to counter or interpretation of - interpretation of the different .
With a different interpretation of these research topics reception then take the analysis . And adolescents in terms of his thinking is still unstable , the subject of this study . As , one of the major cities in Indonesia , Surabaya also has its own social realities that exist in society . So that the phenomenon is then interesting researchers to do research on adolescent acceptance of Eastern Indonesia in Surabaya on the concept of beauty is featured in various advertisements bleach and shampoo ad . The research question is " How can the public acceptance of adolescent women from Eastern Indonesia to the concept of beauty product ads displayed in the face of Pond 's whitening whiter flushed '2 x ' and Pantene shampoo ad ' signature ' ? "
Existing media in spreading information society is not only based on facts but also on the basis of historical cultural construction . The construction has indirectly represent the social conditions only berpatok on historical and cultural structures are not compared with the actual . At the end of construction of reality presented by the media is not fair for some people who are not represented in the media because the media will only represent the dominant majority . At various concepts of life also occurred construction reality in peoples have , one of which is the concept of female beauty .
In some research on the concept of beauty that exist in society in recent years indicate different from the concept of beauty Javanese literature ( Yulianto , 2007:14 ) . As disclosed Bungin (2007 : 221 ) that beauty is represented in the form of skin whiteness ( white ) , black hair , thick and straight , slim -bodied , has a freshness , absence of hygiene , luxury , elegance and flawless charming . Meanwhile , Prabasmoro ( 2003:106 ) in his book reveals that naturalized beauty with white color .
Various concepts of beauty that there is then adopted by the mass media in presenting the concept of beauty as it is shown in the ad . As a medium of communication , advertising became one of the tools in communicating the message . Advertising is not just limited to the stages of the product offering but , to the extent of persuading to buy the advertised product ( Jeffkins , 1996:11 ) .
An ad that appeared simplest , it is not an element of any single meaning in it , but there are still elements layered meanings . Advertising is not value-free , otherwise filled with a variety of interests and ideologies that provide benefits and power to certain parties . With this potential , the ad may be present as an issue ( Prabasmoro , 2003:80 ) . Advertising is no longer just be a mirror to society , however , people are advertising mirrors . Advertising is pengkontruksi reality created by a particular ideology . Thus , the ad has a form of " power " in the community in the community . Advertising plays a major role in determining tendencies , trends and fashion , even shaping the awareness and the construction of modern human thinking ( Channey , 1996:8 ) .
Various products shampoo and skin-lightening products in Indonesia does not fully represent the needs of the Indonesian people are diverse and made up of various races and ethnicities . East Indonesian society that has the physical characteristics of dark skin and curly hair , is not represented in a wide range of products shampoo or skin whitening products . The beauty products tend to show models and beautiful women flawless indo straight hair . ( Yulianto , 2007: 36 )
Skin lightening products such as Pond's and Pantene shampoo products that are Top Brand 2011 winner in each category have become a product that is in demand by many of Indonesia's population . Moreover , in the July 2011 issue of Self magazine ran an article that Pond 's as a skin-lightening products has reached 50 % market share in Indonesia with their technique that not only the media but also elektroni on various print - media ad and also below the line . In addition , as a product Pantene shampoo in the July 2011 issue of Self magazine also includes articles that Pantene is the same as Pond 's conduct on advertising they cease to have reached 54.7 % of brand value in the community .
Theory of Stuart Hall ( 1972) on the encoding / decoding encourage interpreaasi - diverse interpretations of media texts during the process of production and reception ( reception ) . In other words , Hall stated that the meaning is never certain . If we can be sure by representation , then there will be no exchange so no strategies to counter or interpretation of - interpretation of the different .
With a different interpretation of these research topics reception then take the analysis . And adolescents in terms of his thinking is still unstable , the subject of this study . As , one of the major cities in Indonesia , Surabaya also has its own social realities that exist in society . So that the phenomenon is then interesting researchers to do research on adolescent acceptance of Eastern Indonesia in Surabaya on the concept of beauty is featured in various advertisements bleach and shampoo ad . The research question is " How can the public acceptance of adolescent women from Eastern Indonesia to the concept of beauty product ads displayed in the face of Pond 's whitening whiter flushed '2 x ' and Pantene shampoo ad ' signature ' ? "
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