Indonesian Female Beauty Concept: Does It Take into Account the Traditional Values?


This article will discuss the way Indonesian commercial of female cosmetic products portray Indonesian female beauty concept. Generally speaking, for most women, beauty becomes a significant indicator for them in identifying their self-esteem and self-confidence. It influences how they value themselves as a person. Over the age, beauty is a significant asset for a woman to be success in her life. Therefore, how beauty is conceptualized give significant influence on both how woman treated their self and how other treated them as an individual in society. The concept of beauty itself relies on how culture defines a woman. However it change overtime along with the modernization wave. Advertising as one of media message, not only promote products and services but in the same time it also promotes particular worldviews and ideologies that define the parameters of how one might look at things and how they give meaning to it. Furthermore, using deconstruction techniques this article will discuss the way beauty was represented in female cosmetic products’ commercial. This research argues that female cosmetics’ commercial tends to identify that the beauty of a woman relies only on her physical beauty. With this kind of beauty, a woman will be able to accomplish her purpose in life such as love and career. This research also found that the current concept of beauty, unfortunately do not necessarily suitable with traditional moral and ethics.

Author Information
Desi Prianti, Brawijaya University, Indonesia

Paper Information
Conference: MediAsia2013
Stream: Media Studies

This paper is part of the MediAsia2013 Conference Proceedings (View)
Full Paper
View / Download the full paper in a new tab/window

To cite this article:
Prianti D. (2014) Indonesian Female Beauty Concept: Does It Take into Account the Traditional Values? ISSN: 2186-5906 – The Asian Conference on Media & Mass Communication 2013 – Official Conference Proceedings
To link to this article:

Comments & Feedback

Place a comment using your LinkedIn profile


Share on activity feed

Powered by WP LinkPress

Share this Research

Posted by James Alexander Gordon