IJSSH 2017 Vol.7(8): 535-539 ISSN: 2010-3646
doi: 10.18178/ijssh.2017.V7.880

Cosmetics and Consumption (An Analysis of Consumption Culture in Wardah Cosmetic Products Selection)

Wahyu Triana Sari
Abstract—In this modern era, media have brought a new order in societies life. Electronic media especially television, has come so close inside the family as a primary need. Imagination and expectation, which exist along with media consumption result a homogeneous view of objects. Women and beauty are two things that cannot be ignored. Through advertisement, women are given expectation to become beautiful and perfect as the actress who appears in advertisement. Wardah is one of beauty products intended for Muslim women, which brings a different label that is halal (permissible things in Islamic law). However Wardah is not only used by Muslim women, but in its development also allowed to be used by women in general. Wardah presence gives new insight to communities about Muslim women previously identified as simple even outdated women. This phenomenon later will be analyzed using discourse analysis method, explained using consumption theory by Baudrillard, and supported by some advertising concepts of fashion and beauty construction. Finally, the various codes and the creation of new needs which are raised through Wardah advertisement make societies eagerer to consume its product continuously.

Index Terms—Advertisement, construction, consumption.

Wahyu Triana Sari is with Universitas Gadjah Mada, Indonesia (e-mail: wahyutriana2907@gmail.com).

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Cite: Wahyu Triana Sari, "Cosmetics and Consumption (An Analysis of Consumption Culture in Wardah Cosmetic Products Selection)," International Journal of Social Science and Humanity vol. 7, no. 8, pp. 535-539, 2017.

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