Indonesian female beauty concept: Does it take into account the traditional values?

This article will discuss the way Indonesian commercial of female beauty products portray Indonesian female beauty concept. Generally speaking, for most women, beauty becomes a significant indicator for them in identifying their self-esteem and self-confidence. It influences how they value themselves as a person. Over the age, beauty is a significant asset for a woman to be success in her life. Therefore, how beauty is conceptualized give significant influence on both how woman treated their self and how other treated them as an individual in society. The concept of beauty itself relies on how culture defines a woman. However it change overtime along with the modernization wave. Advertising as one of media message, not only promote products and services but in the same time it also promotes particular worldviews and ideologies that define the parameters of how one might look at things and how they give meaning to it. Furthermore, using deconstruction techniques this article will discuss the way beauty was represented in female beauty products’ commercial. This research argues that female beauty’ commercial tends to identify that the beauty of a woman relies only on her physical beauty. With this kind of beauty, a woman will be able to accomplish her purpose in life such as love and career. This research also found that the current concept of beauty, unfortunately do not necessarily suitable with traditional moral and ethics.