The Girl’s Purity: Visual Analysis of Shinzui TV Commercial with Male Gaze Approach

Agung Setiawan; Fabri Setiawan; Taufik Maulana

doi:10.30998/cs.v7i2.123

Authors

Agung Setiawan Universitas Indraprasta PGRI Author
Fabri Setiawan Universitas Indraprasta PGRI Author
Taufik Maulana Universitas Indraprasta PGRI Author

DOI:

https://doi.org/10.30998/cs.v7i2.123

Keywords:

Visual Culture, Male Gaze, Shinzui TV Commercial, Girl's Purity, Female Representation

Abstract

Shinzui Body Cleanser is a beauty product containing Herba Matsu Oil which is extracted from the Japanese matsutake plant. The TV commercial of Shinzui shows a girl wearing white clothing bathing in a lake. This female actor is prominently shown in the commercial. The girl was shown with white skin color and proportional bodies to make Shinzui beauty product commercial more attractive to the viewing audience. This study aims to identify the male gaze behind this Shinzui advertisements on female representation using visual analysis and male gaze approach. In dissecting the female representation in Shinzui advertisements, the study was done through Barthes semiotic analysis to find out the meaning behind the gestures, facial expressions, and narratives used. The result shows that Shinzui Body Cleanser advertisements try to enforce the girl’s purity as the main value behind the female representation. This concept of girl’s purity enforced the value made from the male gaze regarding women’s sexuality, where men are more dominant and freer while women are valued by their girl-like purity.

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