Representation of Indonesian Beauty in Cosmetic Advertisements


Sari Ayu is a homegrown and local owned Indonesian cosmetic brand. Every year since 1985, Sari Ayu has been featuring different themes for its commercial campaign, which based on certain Indonesian Heritage.Thus, Sari Ayu has been trying to visualize Indonesian women's beauty and beauty trend through its campaign. This study focus on the magazine advertisements from Sari Ayu since 1985 until 2013. This study uses content analysis to identify visual markers in the advertisements by Sari Ayu for Indonesian beauty. the conclusion also marks the tendencies towards Javanese heritage, whiter skin complexion, Indo-European facial feature and slender body image.

Keywords : gender, beauty, heritage, advertisement

Author Information
Berti Alia Bahaduri, Maranatha Christian University, Indonesia

Paper Information
Conference: ACCS2014
Stream: Cultural Studies

This paper is part of the ACCS2014 Conference Proceedings (View)
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