Audience Reseption Analysis of Citra Advertisement Version "Ragam Cantik Indonesia Citra"

Abstract

Advertisements for beauty products mostly feature women. Moreover, advertisements aired on television are dominated by beauty advertisements featuring slimming and whitening advertisements. Over time, the meaning of "beautiful" has slowly changed to be more inclusive. One of them is in the advertisement "Ragam Cantik Indonesia Citra". This research aims to find out how audiences capture and understand the messages conveyed in the advertisement. This research uses a qualitative research method with a reception analysis approach with Stuart Hall's encoding/decoding theory. In the process of interpretation, audiences are divided into three positions, namely dominant hegemony, negotiation, and opposition. This research shows different results from each informant. The results show that some informants have different positions. Differences in experience, beliefs, social background, economy, and status also color each position.