CANTIK YANG DIJUAL: REPRESENTASI PEREMPUAN SEBAGAI KOMODITAS DALAM INDUSTRI IKLAN

Abstrak

This article examines the representation and commodification of the female body within the contemporary advertising industry. Utilizing Stuart Hall’s representation theory and the objectification theories of Laura Mulvey and Martha Nussbaum, this study demonstrates that women are frequently positioned as visual objects and economic assets rather than empowered subjects. The analysis further explores Aquarini Priyatna Prabasmoro’s perspective on the hegemony of "Becoming White" in Indonesia, which marginalizes the diversity of local female identities by constructing fair skin as a symbol of modernity and social status. Furthermore, it highlights how digital transformation has shifted external objectification into "self-objectification," where women internalize market standards for social validation. The findings emphasize the urgent need to deconstruct narrow beauty myths and advocate for a more equitable, humanistic, and inclusive representation of women in the advertising sphere.

Artikel ini membahas bagaimana tubuh perempuan direpresentasikan dan dikomodifikasi dalam industri iklan kontemporer. Dengan teori representasi Stuart Hall dan teori objektifikasi dari Laura Mulvey dan Martha Nussbaum, tulisan ini menunjukkan bahwa perempuan kerap diposisikan sebagai objek visual dan nilai jual, bukan sebagai subjek berdaya. Representasi yang homogen dan bias ini mempersempit makna kecantikan dan memperkuat ketimpangan sosial berbasis gender. Artikel ini menekankan pentingnya representasi perempuan yang lebih adil dan beragam dalam ruang iklan.