“Tubuh Perempuan Sebagai Komoditas: Objektifikasi Dalam Iklan Bodycare Dari Perspektif Feminis” (Analisis Wacana Kritis Norman Fairclough)

Abstract

Advertisements often depict women in stereotypical and objectifying ways. Objectification in body care advertisements reveals how women are frequently portrayed as sexual objects to capture public attention. This study aims to examine women's bodies as commodities and the objectification present in body care advertisements from a feminist perspective. The research employs a qualitative method with Norman Fairclough's critical discourse analysis framework. Using objectification theories by Fredrickson, Roberts, Nussbaum, and Langton, the study finds that women are often reduced to specific physical attributes to conform to patriarchal beauty standards, reinforcing gender stereotypes and societal pressures. Through critical discourse analysis of advertisement texts and visuals, it is revealed that these advertisements propagate capitalist ideologies that exploit women's dissatisfaction with their bodies, creating a perpetual cycle of consumerist needs. This study concludes that body care advertisements not only reinforce harmful social norms for women but also undermine their self-image.