Iklan, Becoming White, Atribut I ANALISIS SEMIOTIKA FENOMENA BECOMING WHITE DAN ISLAMIC ATTRIBUTE PADA IKLAN GIV WHITE HIJAB (Pendekatan Roland Barthes)

Abstrak

This article aims to analyze the representation of the becoming white phenomenon and Islamic attribute in advertising products, focusing on the case study of the Giv White Hijab advertisement. The becoming white phenomenon refers to the trend of idealizing white skin, while the Islamic attribute refers to the use of Islamic symbols in marketing. This study uses Roland Barthes' semiotic approach to investigate the denotative and connotative meanings contained in the advertisement. The results of the analysis show that the Giv White Hijab advertisement not only promotes skin whitening products, but also reproduces and strengthens the ideology of colorism and instrumentalizes religious attributes. The use of white models wearing hijab creates a series of connotations that have the potential to form problematic myths related to beauty standards and Muslim women's identities. This study concludes that advertising can be a significant medium in spreading cultural values ​​and ideologies, which in this case, have the potential to produce detrimental and discriminatory representations.