ISLAMIC BEAUTY: Socio-Semiotic Analysis of Facial Foam and Body Lotion Advertisement

Susi Herti Afriani


This paper attempts to answer how Islamic Women define the concept of beauty in Ponds advertisement white beauty facial foam and body lotion on television. This study uses a socio-semiotic approach described through three aspects of social context, namely field, tenor, and mode. It argues that Ponds’ definition of a beauty only refers to physical standards, that is, women who have white skin and use both Ponds White Beauty Facial Foam and Foam Body Lotion. Further, television through Ponds advertising is considered as a commercial institution that supports the main idea of capitalism. However, Islamic women consider beautiful physically and spiritually. It suggests that the beautiful women are those who obey and surrender to Allah SWT. In short, Islamic women do not agree with the meaning of beauty resulted from Ponds White Beauty Facial Foam and Ponds Body Lotion advertisement. Rather, beauty consists of both body and, more importantly, soul.


Islamic women; beauty; advertisement

Full Text:



Aminuddin. Analisis Wacana dari Linguistik sampai Dekonstruksi. Yogyakarta: Kanal, 2002.

Burhan, Bungin. Imaji Media Massa. Yogyakarta: Jendela, 2000.

Cook, Guy. The Discourse of Advertising. London: Routledge, 2001.

Krugman, Dean M. Reid and Leonard N. Advertising: It’s Role in Modern Marketing. Orlando: The Dryden Press, Harcourt Brace College Publishers, 1994.

Kompas. Putih itu Cantik, tidak Putih juga Cantik. 25 February 2001.

Kompas. YLKI: Krim Pemutih Mengandung Merkuri. 14 May 2001.

Piliang, Yasraf Amir. Hiperrealitas kebudayaan. Yogyakarta. LKiS, 1999.

Purwantari, B. I. “Mencipta Makna tentang Perempuan lewat Iklan.” Jurnal Perempuan, 06 (February-April 1998).

Renkema, J. Discourse Studies, an Introductory Textbook. Amsterdam-Philadelphia: John Benjamins, 2004.

DOI: 10.15642/JIIS.2012.6.2.265-278


  • There are currently no refbacks.

Indexed by:


Creative Commons License

View My Stats

Journal of Indonesian Islam (ISSN 1978-6301 and E-ISSN 2355-6994) is published by the Postgraduate Program (PPs) and the Institute for the Study of Religion and Society (LSAS), State Islamic University (UIN) of Sunan Ampel Surabaya.

Journal of Indonesian Islam by is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Copyright ©2020 State Islamic University (UIN) of Sunan Ampel Surabaya. Powered by Public Knowledge Project OJS.