Perubahan Makna Perempuan Cantik dalam Tiga Masa yang Berbeda Analisis Iklan “Dove” versi “What’s The Real Beauty” Menggunakan Teori Konotasi Barthes dan Teori Metafora Odgen dan Richard

Abstract

Abstract Word meaning is changing due to the change of time and its user. When word is used by different user in different time and situation, it might have new meaning. Word is a part of language which is bond to the culture of its user. Thus, the meaning change of the word shows the change of its user’s culture. This research describes the meaning change of ‘beautiful woman’ in three different times, in the past, at present, and it the future. It also describes the dennotative meaning, the connotative meaning, the myth, the metaphor, and the ideology of ‘beautiful woman’ in those three times. Dove advertisement with “What’s The Real Beauty?” version is analysed as the data by using Connotation Theory (Barthes) and Metaphor Theory (Odgen and Richard). The result shows the meaning change of ‘beautiful woman’ from a big size woman showing prosperity with yellowish complexion and long-black hair in the past into a slim woman with white skin and long-black straight hair at present and a woman who is healthy as she takes good care of her beauty in the future as it is hoped by Dove. Keywords Dennotative Meaning, Connotative Meaning, Myth, Metaphor, Ideology, Connotation Theory, and Metaphor Theory