Konstruksi Representasi Perempuan Muslim Modern Melalui Elemen Desain Komunikasi Visual Dalam Iklan Wardah "Beauty Moves You"

Kiki Fitaloka

Abstract


Iklan kosmetik halal di Indonesia telah mengalami transformasi dalam cara merepresentasikan perempuan Muslim, dari gambaran konvensional menuju citra yang lebih progresif dan multidimensional. Penelitian ini mengkaji bagaimana elemen desain komunikasi visual digunakan untuk mengonstruksi representasi perempuan Muslim modern dalam video iklan Wardah berjudul "Beauty Moves You". Pendekatan yang digunakan adalah kualitatif deskriptif dengan metode analisis semiotika Roland Barthes, yang mengeksplorasi makna denotasi, konotasi, dan mitos dalam lima adegan utama video berdurasi 60 detik. Hasil kajian menunjukkan bahwa elemen desain komunikasi visual seperti palet warna natural, komposisi visual yang menempatkan perempuan sebagai subjek sentral, pencahayaan lembut, serta keberagaman setting ruang menciptakan narasi tentang perempuan Muslim yang aktif, spiritual, profesional, dan intelektual. Pada tingkat mitos, iklan ini membangun konsep culturally rooted modernity yang menggambarkan kemodernan berakar pada nilai budaya dan religius.


Keywords


desain komunikasi visual; iklan; representasi perempuan Muslim; semiotika; media promosi

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DOI: https://doi.org/10.24821/ars.v28i3.18231

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