wanita dalam mata

STUDI LAPANGAN
WANITA DALAM MATA
WANITA
Persepsinya Terhadap Iklan Dalam
Majalah Wanita
(Women's Perceptions Toward Advertisements in
Women's Magazines)
Oleh Bianca Wolloghan
UNIVERISTAS MUHAMMADIYAH MALANG
KERJA SAMA DENGAN ACICIS
ABSTRAK
BAB I: PENDAHULUAN
Latar Belakang
Definisi iklan adalah:
"Komunikasi non-pribadi yangdibayar oleh
sponsor baik perusahaan produk atau jasa-jasa."
(Belch &Belch, 1998)
Sering dengan perkeinbangan teknologi, membuat dunia periklanan juga
berkembang, terutama terkait dengan media yang dipergunakan untuk
berkomunikasi dengan masyarakat. Media periklanan meliputi:
•
Koran
•
Journal Bisnis
•
Majalah
•
Reklame
•
Televisi
•
internet
• Radio
•
• Sponsor dan sebagainya
Brosur
Perusahaan dapat mengiklankan produknya sesuai dengan wilayahnya, yaitu lokal,
domestik dan internasional. Usaha periklanan dibedakan sesuai dengan wilayah
maupun negara dengan mempertimbangkan unsur kebudayaan, sejarah dan
bahasa.
Definisi kebudayaan adalah:
"Pengetahuan, percayaan, kesenian, akhlak, adat-
istiadat dan kemampuan lain dan kebiasaan yang
dilakukan orang sebagaianggota dari masyarakat."
(Neiletal, 1999)
Kebudayaan sangat penting dalam keberhasilan sebuah iklan. Jika komunikasi ini
tidak diperhatikan, tidak menutup kemungkinan orang akan salah mengerti. Misalnya
saja, ada banyak produk khusus wanita, antara lain industri kosmetika, yang
mengeluarkan biaya sangat tinggi agar bisa mengiklankan produknya di majalah
wanita, televisi, radio dan sebagainya.
Tentu saja media diharapkan bisa mengkomunikasikan produk sehingga bisa
diterima oleh masyarakat luas. Penelitian ini difokuskan terhadap periklananan di
majalah wanita dan penggambaran perempuan sebagai model dalam iklan tersebut.
Rumusan Masalah
1. Bagaimana gambaran perempuan sebagai model iklan di majalah wanita?
2. Bagaimana persepsi perempuan Indonesia terhadap penggambaran
perempuan sebagai model iklan di majalah wanita?
Tujuan Penelitian
Tujuan penelitian ini adalah:
1. Menganalisa dan membandingkan bagaimana model iklan dari majalah
berikut ini tentang penggambaran perempuan Indonesia.
i.
Cosmopolitan (Edisi Indonesia)
ii.
Kartini
iii. Femina
2. Mendapatkan persepsi perempuan Indonesia secara umum terhadap
penggambaran perempuan sebagai model iklan dari majalah tersebut.
Metodologi
Metodologi yang dipergunakan adalah dengan wawancara langsung terhadap
responden. Kemudian hasilnya dikelompokkan sesuai dengan kategori iklan dan
jawaban responden.
II
Metodologi
Penelitian Akademik
Koran
1
Penelitian Utama
Kumpulan iklan dari
majalah:
Sumber Internet
Kartini
Artikel/journal
Buku-buku periklanan
Cosmopolitan
Femina
dan media massa
Menganalisa data
Menganalisa iklandari
majalah wanita
Wawancara
Mendalam Dengan
Sampel Peremuan
Indonesia
Kesimpulan-kesimpulan
Menganalisa semua
data
III
Dalam penelitian ini, ada 40 responden yang berhasil diwawancarai. Pertanyaan
yang diajukan meliputi:
1. Apakah Anda sudah pernah membaca majalah Cosmopolitan, Femina atau
Kartini?
2. Berapa kali sebulan Anda membaca majalah wanita?
Sering/Jarang/Kadang-kadang?
3. Apakah Anda suka menonton televisi atau menonton film di bioskop?
4. Biasanya, apa program televisi yang paling disukai? Program/film Indonesia
atau Barat?
5. Berapa umur Anda?
6. Apa agama Anda?
7.
Apakah Anda masih kuliah atau sudah bekerja?
8. Menurut Anda, perempuan Indonesia yang 'ideal' punya sifat seperti apa?
9. Bagaimana tentang iklan dan model yang disukai dan tidak disukai? Jelaskan
alasan Anda.
10. Menurut Anda, model yang
mana paling mencerminkan perempuan
Indonesia? Jelaskan alasan Anda.
11. Bagaimana gaya pakaian yang sesuai untuk perempuan Indonesia? (shown
appendices A: 1,2,3) Jelaskan alasan Anda.
12. Bayangkan jika Anda mirip model dari iklan ini, Anda ingin seperti model
yang mana? Jelaskan alasan Anda.
13. Bayangkan jika memiliki uang yang sangat banyak (tak terbatas), produk apa
saja yang ingin Anda beli, produk kosmetik yang ada sini atau tidak?
Kenapa?
IV
II: DESKRIPSI WILAYAH PENELITIAN
Wawancara dilaksanakan di wilayah Kota Malang, sehingga kesimpulan terbatas
pada responden yang berada di Kota Malang. Sampel responden dipilih secara
random.
Batasan Penelitian
Ada beberapa batasan berkaitan dengan penelitian ini. Batasan ini termasuk:
1. Bahasa
Indonesia
mungkin
dapat
menyebabkan
kesalahan
dalam
menafsirkan.
2. Batasan kebudayaan dapat menyebabkan perempuan sebagai responden,
dituntut lebih sopan atau tertutup.
Peralatan Penelitian
Penelitian ini mempergunakan beberapa iklan yang ada di majalah Femina, Kartini
dan Cosmopolitan, (17) sebagai alat bantu saat wawancara. Majalah tersebut dipilih
dalam penelitian ini, karena beroplah besar, sehingga jumlah pembaca juga banyak.
BAB III: HASIL PENELITIAN DAN ANALISA DATA
Analisa periklanan dari Majalah Wanita Indonesia
Kartini dan Femina
Majalah wanita Kartini dan Femina ditujukan kepada pembaca yang sama, karena
majalah tersebut menjelaskan topik yang sama. Demikian pula dengan iklan yang
ditampilkan baik berupa produk dan jasa. Produk yang paling sering diiklankan
adalah kosmetika, seperti "White Lotion", sabun, make up dan sebagainya.
Semua iklan yang ada dalam dua majalah tersebut dikumpulkan dan digolongkan
sesuai dengan kategori tertentu. Kategori ini berkaitan dengan penggambaran model
perempuan yang digunakan untuk mengiklankan produk tersebut. Masing-masing
kategori menunjukkan iklan dengan berbagai stereotip. Kategori ini adalah :
"Citra Sex Symbol"
Kategori ini termasuk semua iklan yang meggunakan model-model yang memakai
pakaian ketat atau yang menampakkan tubuh yang terlarang. Ada banyak iklan
dapat digolongkan dalam kategori ini. (Lihat tambahan A;1,2,3)
"Citra Barat"
Kategori ini termasuk semua iklan yang menggambarkan model yang digunakan
bergaya 'Barat'. Sifat-sifat yang menjadi pertimbangan adalah warna kulit, gaya
kosmetika dan rambut serta gaya pakaian yang digunakan. Sebagian besar, semua
iklan dari majalah wanita tersebut dapat diletakkan dalam kategori ini. (Lihat
tambahan B:1,2,3)
"Pengunaan Model Negara Barat"
Kategori ini termasuk semua iklan yang menggunakan model berasal dari negaranegara Barat. Seperti kategori "The Sexy Look", ada banyak iklan yang dapat
digolongkan dalam kategori ini. (Lihat tambahan C:1,2,3)
VI
"Citra Tradisional"
Kategori ini termasuk semua iklan yang menggambarkan model sebagai isteri atau
ibu Indonesia. Sekali lagi, ada banyak iklan yang dapat digolongkan dalam kategori
ini. (Lihat tambahan D:1,2,3)
"Citra Modern"
Kategori ini termasuk semua iklan yang meggunakan model dengan pakaian yang
konserfatif, tetapi bergaya Barat. Ada sedikit iklan saja yang termasuk kategori ini.
(Lihat tambahan E:1,2,3)
Cosmopolitan, walaupun sudah dimodifikasi untuk pasar Indonesia, tetapi masih
menunjukkan gaya Barat. Oleh karena itu, cerita dan artikel juga ditulis bergaya
Barat. Kebanyakan produk yang diiklankan adalah kosmetik, minyak wangi,
perhiasan dan pakaian wanita.
Model iklan dari Cosmopolitan kebanyakan berasal dari negara Barat, dan sisanya
dapat dikategorikan 'Sexy Look' dan 'Western Look'.
Iklan dari Cosmopolitan, Kartini dan Femina memakai stereotip yang menurut saya
berbahaya bagi perempuan Indonesia, baik secara psikologis maupun fisik.
Misalnya:
1. Menggambarkan gaya yang tidak bisa dicapai perempuan Indonesia pada
umumnya (misalnya skin whitening lotion)
2. Menggambarkan gaya yang tidak sesuai dengan kebudayaan perempuan
Indonesia (Lihat tambahan C:3)
3. Belum menggambarkan perempuan Indonesia yang mandiii, pandai, tetapi
hanya sebagai isteri dan ibu.
Dari
ketiga
majalah
itu,
Kartini
memiliki
iklan
yang
paling
dapat
dipertanggungjawabkan. Hal ini karena tidak terlalu banyak dan ada bermacammacam stereotip yang digunakan.
Ada banyak iklan Barat yang dimuat Cosmopolitan dan Femina, (sehingga majalahmajalah ini kurang bertanggung-jawab). Apalagi Femina karena dibuat khusus bagi
pembaca perempuan Indonesia, sehingga majalah ini paling kurang bertanggung
jawab.
VII
Persepsi Dari Perempuan Indonesia
Hasil dari wawancara yang diajukan terhadap responden ternyata sangat menarik.
Semua responden berumur 18-30, kebanyakan beragama Islam, sisanya beragama
Katolik Roma dan Kristen. Kebanyakan responden suka menonton televisi, baik
program Barat maupun Indonesia. Kebanyakan responden masih kuliah, tetapi ada
sebagian yang sudah bekerja. Diantara responden, ada yang sering maupun yang
jarang membaca majalah wanita.
Responden dikumpulkan dalam tiga kelompok. Kelompok ini berdasarkan pada
persepsi terhadap iklan yang diperlihatkan kepada mereka, serta jawaban terhadap
pertanyaan. Kelompok ini adalah:
"The Conservative Tradionalists"
Kelompok ini adalah kelompok terbesar dari responden. Pandangan mereka
konservatif dan tradisional. Kelompok ini percaya bahwa perempuan Indonesia yang
ideal memiliki sifat seperti berikut:
1.
Keibuan - mendidik dan membesarkan anak-anak
2. Menghormati suami dan orang yang lebih tua
3. Tidak meninggalkan kebudayaan Indonesia
4. Sopan, tertutup dalam berbusana dan ramah
5. Tidak menonjolkan diri sendiri
Kelompok ini menilai iklan yang baik adalah menggambarkan perempuan sebagai
isteri atau ibu dengan anaknya. Misalnya saja, model iklan Dancow dan Susu
Bendera dipilih sebagai perempuan yang mereka inginkan terjadi pada dirinya.
(tambahan D:2,3). Hal ini karena model ini sopan, konservatif dan mendidik anaknya.
Model tersebut juga dipilih sebagai model yang paling mencerminkan perempuan
Indonesia yang ideal.
VIII
"The Contemporary Philosphers "
Kelompok ini berisi responden yang berpikir secara modern dan mandiri. Kelompok
ini percaya bahwa perempuan Indonesia yang ideal punya sifat-sifat seperti berikut:
1. Pandai bergaul
2.
Disiplin
3.
Mandiri
4.
Percayaan diri
5.
Intelektuil/sanggup
6. Cangih
Kelompok ini menilai iklan yang menggambarkan perempuan mandiri dan modern,
seperti citra yang ditampilkan dalam iklan L'oreal dan Nature E (tambahan E:2,3).
Responden dari kelompok ini percaya bahwa tidak ada model dari kumpulan iklan
yang disodorkan, mencerminkan kondisi perempuan Indonesia yang ideal. Menurut
.mereka, sifat perempuan ideal tidak tercerminkan dalam iklan sama sekali.
Walaupun begitu, sebagian kecil dalam kelompok ini yang percaya model dari iklan
L'oreal dan Nature E cukup mencerminkan perempuan Indonesia yang ideal, karena
mereka kelihatan elegan, mandiri, dan pandai.
Pada umumnya, kelompok ini mengatakan mereka lebih senang dengan citra
seseorang dan tidak mau mirip seperti model iklan. Kelompok ini percaya
kebudayaan Indonesia tidak hilang hanya karena perempuan Indonesia bekerja di
luar rumah.
IX
"The Western Wannabees"
Kelompok ini adalah kelompok yang paling kecil respondennya. Kelompok ini
percaya perempuan Indonesia yang ideal memiliki sifat berikut:
1.
Cantik
2. Kulit bersih/putih
3.
Berbadan ideal
4.
Lembut
5. Feminin/elegan
Kelompok ini menilai iklan yang baik menggambarkan perempuan sebagai 'sex
symbol' (tambahan A:1,2,3). Model dari iklan Mustika Ratu Slimming Tea dipilih
sebagai sosok yang mereka inginkan, karena cantik, feminin dengan 'tubuh yang
indah sekali.' Model tersebut juga dipilih sebagai model yang paling mencerminkan
perempuan Indonesia yang ideal.
Dari tiga kelompok ini, ada dua iklan yang tidak disukai. Iklan tersebut adalah
Hermaviton (tambahan B:2) dan Icerberg Optics (tambahan C:3) Responden tidak
menyukai dua iklan ini karena menurut mereka, terlalu mencolok, kurang sopan,
berlebihan dan terlalu menarik perhatian. Mereka percaya iklan tersebut tidak sesuai
dengan kebudayaan Indonesia.
Kebanyakan responden mengatakan 'kalau ada uang yang tidak terbatas' mereka
mau
membeli
produk
kosmetik
yang
diiklankan
di
majalah
wanita.
Ini
mengindikasikan walaupun ada iklan yang tidak disukai oleh perempuan Indonesia,
namun iklan masih dapat menciptakan keinginan membeli (desire to purchase) bagi
masyarakat.
Semua responden dari tiga kelompok mengatakan gaya pakaian (Lihat tambahan
A:3) tidak sesuai dengan kebudayaan perempuan Indonesia. Gaya pakaian dinilai
telalu ketat dan terbuka.
X
BAB IV: PENUTUP
Kesimpulan
Kesimpulan dari penelitian ini adalah:
1. Perempuan Indonesia mempunyai beragam persepsi, kepercayaan dan
pendapat, serta stereotip dan citra sendiri dalam model iklan. Mereka
dipengaruhi oleh banyak faktor, seperti media massa, kebudayaan Indonesia,
kebudayaan Barat dan sebagainya, sehingga dunia periklanan seharusnya
mencerminkan perbedaan ini.
2. Walaupun
demikian,
ada
kelompok
yang
menilai
menggambarkan perempuan sebagai ibu dan
iklan yang
ideal
isteri. Maksudnya, ada
kelompok yang masih percaya dalam masyarakat yang patriarkhal, peran
perempuan Indonesia menjadi ibu dan isteri. Jadi, iklan yang menggunakan
citra demikian menguatkan posisi perempuan dalam masyarakat patriarkhal.
3. Secara signifikan, ada kelompok yang pemandangan iklan yang ada kurang
mencerminkan perempuan Indonesia. Jarang sekali ada model yang bersifat
profesional,
mandiri,
pandai
atau
memiliki intelektual tinggi.
Industri
periklanan dan media massa tidak dapat menangkap perubahan peran
perempuan, sehingga seharusnya iklan tidak memakai stereotip yang kuno
dan represif.
4. Berkaitan dengan iklan yang mempergunakan model negara
Barat,
tampaknya kurang tepat karena perempuan Indonesia tidak menilai citra ini.
Bahkan dari responden menjelaskan iklan yang demikian merendahkan
martabat perempuan Indonesia. Iklan yang memakai model dari negara Barat
(tambahan C:1) tidak diinginkan, sehingga majalah Cosmopolitan dan Femina
mesti melihat bahwa perempuan Indonesia lebih mau menerima citra lokal
dibandingkan memiliki citra asing.
XI
5. Kebanyakan responden memiliki keinginan untuk membeli bermacam-macam
produk kosmetik yang diiklankan. Jadi, walaupun mungkin ada iklan yang
tidak disukai, mereka masih mau membeli produk yang diiklankan (dengan
asumsi keadaan keuangan tidak dipertimbangkan). Jadi, industri periklanan
tidak harus merubah stereotip dan citra yang dipakai dalam periklanan.
Rekomendasi
Berdasarkan kesimpulan tersebut, beberapa rekomendasi yang dibuat sebagai
berikut:
1. Majalah wanita Kartini, Femina dan Cosmopolitan oplahnya sangat besar.
Oleh karena itu, majalah-majalah ini memiliki kekuasaan untuk mengatur
iklan yang berada dalam majalahnya, misalnya memaksa biro iklan untuk
memakai citra yang menampilkan keseimbangan.
2.
Industri periklanan harus memakai 'market research' dalam menentukan iklan
yang dipergunakan. Tanpa memandang citra perempuan yang mandiri,
pandai atau intelek, akan menghilangkan hubungan dengan persepsi,
percayaan dan citra diri perempuan Indonesia.
3. Organisasi "Media Watch" dan sebagainya, harus mengatur citra perempuan
yang digunakan dalam periklanan. Mereka bisa membuat peraturan tertentu
sehingga menjadi parameter dalam dunia periklanan.
4.
"Wanita dan Media' adalah satu dari dua belas daerah kritikal dalam Menteri
Pemberdayaan Perempuan. Tekanan yang lebih besar terhadap visualisasi
perempuan dalam dunia periklanan mungkin dapat merubah keadaan
(misalnya mendorong parameter yang lebih ketat untuk industri periklanan).
XII
Penutup
Penelitian ini memperlihatkan ada stereotip yang digunakan dalam periklanan di
majalah wanita. Stereotip ini menggambarkan perempuan dalam beberapa peran
sesuai dengan kondisi masyarakat yang sangat terbatas. Ada beberapa citra
perempuan Indonesia yang kurang bisa diterima, khususnya citra yang dianggap
kurang menghormati kebudayaan Indonesia.
Sementara itu, Industri periklanan sedangkan bekerja diantara dua parameter
kebudayaan dan kebiasaan sosial, doing two things :
1. Melalui
penampilan citra yang
khusus,
industri periklanan
menguatkan
kepercayaan umum tentang peran perempuan dalam masyarakat Indonesia,
walaupun dapat dikatakan peran ini masih represif dan kuno.
2. Pada pihak lain, industri periklanan belum dapat mengakui perubahaan peran
perempuan dalam masyarakat. Misalnya peran perempuan yang dinamis, baik
dalam keluarga maupun diluar keluarga juga, sebagai sosok yang mampu
memberi peran pada masyarakat secara ekonomi, politik dan sosial.
Industri
periklanan, seharusnya
memberikan
perubahan
peran
perempuan
Indonesia, dari pada menggunakan citra yang respresif atau kuno. Peran represif ini
tidak diterima oleh konsumen perempuan Indonesia. Sebagai tambahan, menurut
saya, kalau citra yang progresif dan lebih seimbangan digunakan, ada manfaat
ekonomi yang akan dicapai, karena ada banyak konsumen yang menerima citra
seperti itu.
XIII
IMTRODUCTION AND BACKGROUND TO THE RESEARCH PROBLEM
2
OBJECTIVES OF THE RESEARCH
METHODOLOGY
Secondary Research
Primary Research
I IMITATIONS OF THE RESEARCH
INSTRUMENTS OF THE RESEARCH
primary analysis of data
11
perceptions of the sample
is
conclusions from the research
27
Recommendations
52_
conclusion
bibliography
55
.
55
reference list
appendix
.
.
.
55
55
INTRODUCTION AND BACKGROUND TO THE RESEARCH PROBLEM
Advertising is a collective term with many definitions. It can describe the act of
promoting the sale of specific products or services, however advertising and
promotion have a far broader scope than this definition allows. Advertising is a
synthesis of pictures, voice and words which can be seen and heard, enjoyed as a
form of entertainment, valued as a source of information, or appreciated as a form of
art. For the purpose of this report, the following definition of advertising has been
accepted:
"Any paid form ofnon personal communication about an
organisation, product, service or idea by an identified sponsor/'
(Belch and Belch, 1998)
Advertisements exist through integrated marketing communications, presented
through a variety of mediums. With the ever-advancing scope of technology,
mediums through which advertising firms can deliver their marketing messages are
constantly increasing. Advertising mediums include, but are not exhausted by the
following list:
Newspapers
Outdoor Advertising
Magazines/journals
Sponsorship
Television
Direct
Radio
management,
Direct Response
direct mail)
Sales Promotion
Interactive
Business Publications
auditext, interactive television)
Advertising
(database
telemarketing,
Media
(Internet,
In an increasingly competitive market, advertising firms must consistently develop
creative and innovative methods of passing on one company's marketing
message to a market that may be unresponsive or mildly disinterested.
Advertising firms use persuasive language and images to promote products and
services, persuade and influence their target market, create an impression or
image, or directly to provide information as a form of communication.
Advertising can be local, regional, national or international in scope. Perhaps the
product or service being sold is domestically produced and distributed and
therefore, marketing and promotion efforts are inwardly directed accordingly,
however, many products and services are internationally distributed (for example
Coca Cola and McDonalds). Hence marketing and promotion efforts must be
differentiated in each country that a particular product or service is offered, taking
into consideration that country's culture, history, language, social practices and
so forth.
Culture can be defined as:
"Knowledge, beliefs, art, morals, customs and any other
capabilities and habits acquired by individuals as members of
society." (Neal et al, 2000)
Culture plays an extremely important role in the success of any advertising
campaign. If a country's culture is overlooked, poorly examined or understood,
advertising messages can easily be misconstrued or misinterpreted, either
through language used or visual stimulation.
In a similar way, advertisements can also be responsible for moulding and
changing culture. Many people underestimate the power of advertising, and the
effect that mass media in general can have on society's perceptions of self and
others, faith in what we are told be a truth and fallacy, as well as our attitudes and
beliefs.
There are numerous products in existence, primarily in the cosmetics, women's
hygiene and women's clothing industries, which encompass large scale
advertising campaigns, utilising a variety of mediums such as women's
magazines, television, radio and many other mediums to convey their advertising
message. This research will primarily focus on advertisements visible in
women's magazines available in Indonesia (both domestically produced and
regional editions of international magazines), and the way in which women are
portrayed in these advertisements.
Advertising, and how women are portrayed in magazine advertisements, can
have an affect on women's perceptions and self-portrayal/image as well as
others. These perceptions can in turn, be responsible for creating a change in
behaviour. Advertisers use a variety of female stereotypes to communicate their
marketing message, which can adversely affect women in a psychological or
physiological manner. Images used in magazine advertisements can also be
responsible for creating perceptions of the 'Ideal Woman", or in the case of this
research, the "Ideal Indonesian Woman'. These images may be unrealistic, or not
conducive to either Indonesian culture or current perceptions of appropriate
appearance or behaviour.
OBJECTIVES OF THE RESEARCH
This research paper aims to do the following:
1) To analyse the advertising content of three women's magazines available in
Indonesia, both domestically produced and regional editions of internationally
marketed magazines, primarily;
-
Cosmopolitan (Indonesian Edition)
-
Femina
-
Kartini
These magazines, appealing specifically to women, are targeted at young
middle to upper class females. These magazines were chosen as they appeal
to a particularly influential age group, capable of being inadvertently
persuaded and influenced, not only to purchase the product or service, but
also in regard to their perceptions, attitudes and behaviour. The analysis of
these advertisements will primarily be focused on the visual portrayal of
women.
2) To compare and analyse these advertisements in the aforementioned
domestic and international women's magazines, in relation to their portrayal of
women. International magazines such as Cosmopolitan, which are translated
and specifically altered to meet the needs of the Indonesian market, can be a
highly influential source of information regarding what is 'trendy' and
acceptable. Stereotypes, images and 'ideals' used in advertisements, which
market both local products a well as international brands, will be closely
monitored.
3) To obtain an in-depth understanding of the general perception towards the
portrayal of women in these magazines, as perceived by the target market
(that is, young middle and upper class Indonesian females).
METHODOLOGY
To address the research objectives, both primary and secondary research was
employed. The diagram below provides a basic summary of the research
conducted.
Research Methodology
Primary Research
Secondary Research
Collection of
advertisements in:
Newspapers
Online databases
•
Kartini
Online
Journals/articles
•
Femina
•
Cosmopolitan
Academic literature
Primary analysis of
Analysis of secondary
articles
data
In-depth interviews
with female target (40
in total)
Findings and
conclusions
Analysis of primary data
Secondary Research
For the purpose of this research, secondary research was utilised to obtain data
for the specific purpose of addressing the research objectives. This included the
collection and analysis of past research conducted, journal, newspaper, and
magazine publications, as well as academic readings. This data was then
analysed and employed accordingly.
Primary Research
The majority of research conducted for this paper embodied primary research,
and included the following activities:
1. Collection and primary analysis of advertising material found in the
following magazines:
-
Kartini
-
Femina
-
Cosmopolitan
2. Implementation of in-depth interviews with the target market of the three
magazines being investigated. The objective of these interviews was to
obtain an in-depth understanding of the general perception from the
female segment of the Indonesian population regarding the stereotypes
and images used in the advertisements presented.
3. All data collected was analysed for the purpose of drawing conclusions
and making recommendations.
LIMITATIONS OF THE RESEARCH
As with any primary research conducted, there are certain limitations involved.
The limitations associated with this project are detailed below.
•
Sampling was only conducted in the Malang metropolitan area, however
inferences are being made regarding the total Indonesian population without
considering the regional and metropolitan areas in other parts of the country.
Hence, analysis and findings should be addressed with caution.
•
Interviews were conducted with those individuals living within the city. No
interviews were conducted with individuals living outside the city (that is, from
the desa {village}), therefore, analysis completed and conclusions drawn can
only reflect perceptions of city dwellers.
•
Language barriers: Although limited at this stage of my education, language
barriers may lead to a misunderstanding, misinterpretation, or loss of
accuracy. This barrier was minimised through recording, and later transcribing
interviews.
•
Cultural Barriers: Due to cultural differences, the respondents interviewed
during the research may not have been as open in their responses, had the
interviews been administered by an Indonesian person. Because of this
barrier, responses may have been guarded, and hence not entirely accurate.
•
General gathering of information (circulation figures,
basic company
information, simple facts and figures) was made difficult due to the
bureaucratic nature of certain organisation's information retrieval practices.
INSTRUMENTS OF THE RESEARCH
The instruments of the research were the advertisements evident in three
women's magazines available in Indonesia:
-
Kartini
-
Femina
-
Cosmopolitan (Indonesian Edition)
Magazine advertisements have many advantages over other advertising
mediums, which include:
•
The highly segmented nature of magazines (in this case, a market defined
by age, class and sex)
•
Quality of advertisement production
•
Multiple readers (it is commonly regarded that women's magazines in
particular are not only read by the purchaser, but also handed around
quite extensively among friends and family).
•
Longevity (magazines are usually stored rather than thrown away such as
a newspaper would be directly after being read).
These magazines were chosen due to their high circulation figures and relative
success and reputation in Indonesia as quality women's magazines. They are
mainstream magazines and thus appeal to a very widespread market.
Advertisements using women as instruments to market a product or service were
analysed primarily, then used as the focal point in in-depth discussions with
women believed to be a part of the target market of the aforementioned women's
magazines. These advertisements were also the focus of in-depth interviews
implemented with creative teams from advertising agencies in Surabaya.
The following is a brief description of the three aforementioned magazines:
Kartini
Kartini, which borrows its name from the prominent feminist historical figure, was
first established in 1986, It is a mainstream Indonesian women's magazine
produced and published in Jakarta. Kartini targets young Indonesian females,
who are in the middle to upper class segments, the well educated, as well as
career women. Kartini is available in bi-weekly and weekly editions, and
addresses issues such as:
Current women's issues
Current world issues
Health
Feature articles (concerning women's achievements/narratives etc)
Fashion
Beauty
Cooking
Unfortunately, circulations figures are unable to be obtained. In a relatively
unregulated market, Indonesian circulation figures are not independently audited
(Far Eastern Economic Review, 1999), and can only be obtained directly from
each publication. Although Kartini was contacted several times, this information
was not forthcoming.
Femina
Femina, also produced and published in Jakarta, is the first women's magazine to
effectively cater to a special segment of women readers (Media Scene 2000).
Femina is aimed at the upper and middle class segments, as it promotes a
lifestyle of grace and style which is attractive to the independent career woman,
the affluent housewife, the well educated, and metropolitan women who are
attuned to a modern lifestyle.
New editions of Femina are available weekly.
Femina addresses issues such as the following:
10
Current women's issues
Romance
Fashion
Beauty
Cooking
Fiction
Hollywood gossip/news
Circulation figures were able to be obtained from a special report produced by
Media Watch. The circulation figures are as follows:
MEDIA PENETRATION TOTAL LEADING MAGAZINES
Jakarta, Bandung, Semerang, Surabaya, Medan, Makasar
1995
FEMINA
1996
,000
%
,000
753
5.8 917
1997
%
,000
1998
%
,000
1999
%
,000
6.8 752
5.5 608
4.3 490
Source:AC Nielson Media
%
3.7
Index,
cited in Media scene 2000
Cosmopolitan
Cosmopolitan, produced by Hearst Magazines International, first entered the
Indonesian market in 1997. Cosmopolitan is the first Indonesian edition of a
renowned international magazine. It caters to young career oriented women who
are open to international news and opinions on lifestyle, fashion and sex.
Once aain.Cosmopolitan addresses much the same issues as in Kartini and
Femina, however articles provide a more western scope, as do advertisements.
Circulation figures were unable to be obtained.
11
PRIMARY ANALYSIS OF DATA
Kartini and Femina
Although differing slightly in content and interest, Kartini and Femina appeal to
much the same audience. These magazines address similar issues, however
current affairs (world news/politics/environment etc) are more heavily referred to
in Kartini than Femina, whereas Femina sporadically features articles concerning
romance and relationships.
The advertisements displayed in these two magazines were very similar in the
products and services being marketed, and, as would be expected, they
overlapped quite frequently. Products most prominently and frequently advertised
in these magazines were cosmetic products such as skin whitening creams,
make up, soap and so forth. Although a small number of advertisements
promoting women's clothing and accessories could be found, other products
being advertised were only incidental. By far the majority of advertising space
was concerned with cosmetic products and services.
By collecting and compartmentalising all advertisements found in Femina and
Kartini during the month of September/October, all advertisements were
categorised according to the stereotypes and images used in the portrayal of
female models. The categories that were created are as follows:
1. The Sex Symbol
2. The Western Look
3. Western (Anglo-Saxon) Models
4.
The Traditional Look
5.
The Conservative but Modern Look
6.
Miscellaneous
12
1. The Sex Symbol
This category was determined by the extent to which clothing worn by the model
was either tight or revealing. This type of advertisement featured quite
substantially. These advertisements featured models wearing clothing that I, as
an observer of Indonesian culture, would find totally unacceptable for an
Indonesian women to wear, and hence, was quite surprised to find the relatively
high frequency with which they appeared. (See appendices A: 1,2,3)
2.
The Western Look
This category was determined by the overall appearance of the model used in the
advertisement. In deciding whether a model possesses western characteristics,
features taken into consideration included the model's skin colour, style of hair
and cosmetics, style of clothing worn, as well as the overall tone of the
advertisement. Some examples include all skin whitening cream advertisements,
which market extremely pale and western looking models, cosmetic products, as
well as most hair care advertisements, some even using Indonesian models with
red hair (see appendices B: 1,2,3).
3. Western (Anglo-Saxon) Models
This category encompassed advertisements using models of Anglo-Saxon
descent to market a product or service. Along with the previous categories, these
advertisements were also rather frequent (See appendices C:1,2,3).
13
4.
The Traditional Look
This category encompassed advertisements using models which portrayed the
traditional Indonesian housewife/mother. Clothing and style of cosmetics worn
were inconsequential, models were either wearing traditional costume, or
conservative but modern clothing. The significant factor in this category was the
connotation of the model as the doting mother and wife. A significant proportion
of advertisements used these images. (See appendices D:1,2,3)
5.
The Conservative but Modern Look
This category encompassed models wearing conservative clothing (that would be
deemed acceptable by conventional Indonesian standards), however the style of
clothing worn was still western in its appeal. This type of advertisement appeared
only rarely (See appendices E: 1,2,3)
6.
Miscellaneous
Of course, the five aforementioned categories cannot envelop the portrayal of
models found in all advertisements evident in Kartini and Femina. They do
however,
account
for
approximately
90%
of
all
advertisements.
Two
advertisements placed in this category worth noting however, is one showing an
Indonesian woman with a bigger than average build (see appendix F:1) as well
as one advertisement showing a model as fit and healthy - a regular exerciser
(see appendix F:2). These two advertisements could only be found once during
an entire month of both Femina and Kartini Editions.
14
Cosmopolitan
Cosmopolitan, being a 'western'1 style magazine, has been modified and
customized for the Indonesian marketplace. This magazine has a very similar
target market as Kartini and Femina, however the content is quite different. As
expected, it has a more western, or international scope, and hence, stories,
features and articles are more concerned with Western culture. For example,
'sex' as a topic is addressed quite heavily in Cosmopolitan, although barely
mentioned in both Femina and Kartini.
Products advertised in the Indonesian edition of Cosmopolitan are still heavily
skewed towards cosmetic products, however perfume, accessories/jewellery and
women's clothing are also frequently advertised. The overall frequency with
which advertisements appear is a great deal higher than the domestically
produced magazines. This is due to the related success of the magazine, hence
advertising space, although very expensive, is highly sought after.
In considering the Indonesian edition of Cosmopolitan, approximately 85% of all
advertisements found
featured
models of western appearance, with the
remainder featuring models of 'Asian' appearance, though not necessarily of
Indonesian origin. It is important to note that all advertisements featuring Asian
models would be placed in the "Sex Symbol" or the "Western Look" categories
previously created, and did not fit the mould of the other categories.
It is clear that the international marketing efforts of Cosmopolitan are somewhat
lacking. By the overwhelming proportion of advertisements using models of
Anglo-Saxon appearance, it is evident that marketing efforts have not been
differentiated for the Indonesian market, failing to take into consideration
Indonesia's culture history, language, social practices and so forth. Only a small
and limited effort to do so has been made.
1Although much has been written concerning 'western' culture', for the purpose ofthis report, the
'west' refers to culture which the Indonesian population has been exposed to through mass media, such
as American television programs, films, magazines and the internet.
15
The advertisements found in Kartini, Femina and Cosmopolitan portray
women using a selection of stereotypes and images which made the task of
categorising the advertisements unproblematic. These stereotypes can be
psychologically or physically harmful to women, as they are capable of portraying
women of all ages in an unacceptable manner, such as:
•
Portraying women in a way that is physically unachievable for the majority
of the market, for example extremely pale skin. (See appendix B;3) or
frequent use of western models.
•
Portraying women in a way which concretes their subordinate position in
society, i.e. as housewife and mother. (See appendix D:1)
•
Portraying women in a way which is not streamlined with Indonesian
culture, and hence may be insulting or confusing. (See appendix C:3)
The stereotypes used were very limited in their scope, not once could an
advertisement be found which portrayed the model as a career women, or as an
independent woman of strength of character/opinion etc. Through the use of
these stereotypes, (which are extremely limited in any case), Indonesian
women's self images are prescribed and constructed, all in the name of selling a
particular product or service. It is my opinion that these stereotypes are extremely
manipulative, particularly to a narrowly defined market such as the market for
women's magazines.
If the advertisements from the magazines were to be compared - domestically
produced versus the modified Cosmopolitan, it is in my opinion that Kartini and
Femina use more responsible advertising. This conclusion results from the higher
frequency of advertisements which use Asian models to market products or
services, rather than the overwhelming majority of western models found in
Cosmopolitan.
Although the advertisements in Kartini and
Femina
use
stereotypical images, such as those criticised above, at least a restricted variety
of stereotypes are used, rather than just the 'sexy' or 'western' look, as typified in
advertisements found in Cosmopolitan.
16
In essence, this finding correlates with earlier expectations. Cosmopolitan
essentially has a western outlook, and is ruled by western thinking as to what is
and is not acceptable content (for example explicit sex articles). Although
Cosmopolitan has been modified for the Indonesian market, it fails to take into
consideration broad cultural attitudes - the looks and styles put forward by the
advertisements may be desirable, however they are totally unachievable to the
average Indonesian woman.
17
PERCEPTIONS OF THE SAMPLE
For the purpose of this research, 40 in-depth interviews lasting up to half an hour
each were conducted. Aware of the target market for Kartini, Femina and
Cosmopolitan, females appearing to be between the ages of 18 - 30 were
approached. As one of the objectives of this research was to investigate the
perceptions of Indonesian women towards the advertisements, and hence make
conclusions about these perceptions, it was irrelevant whether a respondent
actually had ever read, or regularly read any one of the aforementioned women's
magazines.
The interviews were conducted one-on-one so as to ensure independent
responses were obtained, with the aid of a showcase of example advertisements
collected from Cosmopolitan, Kartini and Femina. The exhibit included three
advertisements from each category (the five stereotypes used) discussed in the
previous section. Respondents were free to peruse the advertisements (17 in all)
as they were interviewed.
The interviews were kept as non-structured as possible to create a casual
environment, with the result being that the most honest and open answers were
obtained. The following questions encompass the guide questions used during
the in-depth interviews. Generally, most questions were multi tiered, and totally
dependent on the interviewee's response, hence the following list is not able to
totally encompass aN questions raised. (For a full understanding of the in-depth
interviews conducted, please read the illustrative interview transcript in appendix
G)
1. Apakah Anda sudah pernah membaca majalah Kosmopolitan, Femina atau
Kartini?
2. Berapa kali sebulan Anda membaca majalah wanita?
Sering/Jarang/Kadang-kadang?
3. Apakah Anda suka menonton televisi atau menonton film di bioskop?
4. Biasanya, apa program televisi yang paling disukai? Program/film Indonesia
atau Barat?
5. Berapa umur Anda?
6. Apa agama Anda?
7. Apakah Anda masih kuliah atau sudah bekerja?
8. Menurut Anda, perempuan Indonesia yang 'ideal' punya sifat seperti apa?
9. Bagaimana tentang iklan dan model yang disukai dan tidak disukai? Jelaskan
alasan Anda.
10. Menurut
Anda,
model
yang
mana
paling
mencerminkan
perempuan
Indonesia? Jelaskan alasan Anda.
11. Bagaimana gaya pakaian yang sesuai untuk perempuan Indonesia? (shown
appendices A:1,2,3) Jelaskan alasan Anda.
12. Bayangkan jika Anda mirip model dari iklan ini, Anda ingin seperti model yang
mana? Jelaskan alasan Anda.
13. Bayangkan jika memiliki uang yang sangat banyak (tak terbatas), produk apa
saja yang ingin Anda beli, produk kosmetik yang ada sini atau tidak?
Kenapa?
Please see Appendix I for an English translation of these questions.
19
Questions one to seven were solicited in order to establish a foundation for
respondent's perceptions to the advertisements. It was considered essential to
establish not only respondent's perceptions, however also to explore the
motivation and basis for these perceptions, that is: Is advertising totally
responsible, or are there other factors such as religion, independence levels or
exposure to western culture for example, which contribute to the formation of
these perceptions?
Questions eight to twelve were presented in order to ascertain the perceptions of
the respondents towards the advertisements shown, and how responsible the
advertisements are in influencing audiences in their attitudes, beliefs and self-
image. The final question was asked in order to establish the extent to which the
advertisements were able to create desire to purchase among the target
audience.
The interviews yielded some interesting and diverse responses. Throughout the
40 in-depth interviews, there were a large variety of responses. Interviews were
conducted until not only had a range of opinions been obtained, but also until
there was a clear pattern of responses which could then be used to draw
conclusions regarding the perceptions of this target market.
NB: The following section outlines the general responses acquired from the 40
interviews conducted. Naturally, with 40 respondents, there was a large range of
answers, all of which can not possibly be documented. However, a concerted
effort has been made to encompass the most frequent and commonly held
opinions.
Clear interview-by-interview results have been cataloged in appendix H.
20
The sample of respondents was diverse in their backgrounds as well as their
opinions and attitudes. The majority of respondents were Muslim, although a
small proportion held either Christian or Catholic beliefs. The sample of
respondents were split equally as to whether they were students or in the
workforce.
Readership of women's magazines (primarily Kartini, Femina and Cosmopolitan)
was also varied. Some respondents were avid readers and purchased copies of
these magazines whenever a new edition was released, however, there were
also those who would only purchase occasionally, or only read the magazine if
there was a copy lying around.
It was evident that the vast majority of the sample enjoyed watching television, by
far the most popular program among the group was 'Sinetron', a popular
Indonesian drama. It was clear that western television programs were enjoyed by
most, although not avidly watched, as regularity was scarce among the group.
Excursions to the cinema were generally infrequent among the sample of
respondents, most preferring to watch television at home.
Analysis of the total data obtained from the in-depth interviews indicates that
there is no significant relationship between the respondent's background, and
their perceptions toward advertisements shown and subsequent questions asked.
Therefore, respondents were treated as a whole sample, and later segmentation
was made based on factors other than the respondent's background.
As the result of thorough analysis of data collected from these in-depth
interviews, respondents were grouped into three different clusters. These clusters
held similar beliefs and perceptions towards the advertisements, as well as other
relevant questions solicited. Within these clusters, there was a clear correlation
between what respondents felt were attributes of the ideal Indonesia woman, and
which advertisements appealed to them (and vice versa, which did not appeal to
them). The results are as follows:
21
Cluster One - The Conservative Traditionalists
This group represented a large proportion of the entire sample. They were the
most conservative and traditional of all respondents. This group deemed the
following qualities as evident in the ideal Indonesian woman:
•
Keibuan - mendidik dan
•
membesarkan anak-anak
•
Menghormati suami dan orang-
education of ones children
•
orang yang lebih tua
•
Maternal/motherly, involved in the
Respectful of ones husband as
well as the elderly
Tidak meninggalkan kebudayaan
•
Intact with Indonesian culture
Indonesia
•
Neat/polite and friendly
•
Sopan/rapih/ramah
•
Dos not draw attention to ones
•
Tidak telalu memperhatikan diri
self
Not surprisingly, this group overwhelmingly identified or 'liked' the advertisements
which used images of a mother with her child (see appendices D:2,3) These
advertisements were valued as they showed a close relationship between child
and mother, and it was also clear that the mother in the advertisement was
pursuing an active role in bringing up and educating her child.
The two women from the Dancow and Susu Bendera advertisements (see
appendix D:2,3) were the models of choice when asked which model the
respondents would most wish to resemble, as they were conservative, neat and
tidy, and interacting with their child. As expected, this group considered the two
models in the previously discussed advertisements as those best resembling the
ideal Indonesian woman, due to the characteristics outlined above.
A small but significant segment of this group also identified with Biolsyn
advertisement (appendix D;1). The model in this advertisement was valued, and
deemed the ideal Indonesian woman by this segment, as it was clear that she
was in tune with her heritage and Indonesian culture, as she wears a Kebaya, as
well as being an integral part of the family unit. It can be said that the
respondents in this sub-segment were the most traditional and conservative of all
respondents.
22
Cluster Two - The Contemporary Philosophers
This group were the most forward thinking of all respondents, also representing a
large and significant number of respondents from the sample. The qualities they
cited as evident in the ideal Indonesian woman were:
•
Bisa bergaul
Socially capable
•
Disiplin diri
Self disciplined/independent
•
Mandiri
Belief in ones self/capabilities
•
Percayaan diri
Capable/intellectual
•
Intelektual/sanggup,
Elegant and sophisticated
•
Mau kareer
Career oriented
This group tended to associate with the images used in the Nature E
advertisement, as well as the Loreal advertisement (appendices E:2,3), as the
models used were elegant and modern. When asked which model best portrayed
the ideal Indonesian woman, many of these respondents felt that there were
none which adequately portrayed the ideal Indonesian woman. The remainder
indicated that the models from the Nature E and particularly the Loreal
advertisement adequately portrayed the ideal Indonesian women, as they
appeared independent, modern and intelligent (that is, not just a pretty face).
This group also stated quite clearly that they were happy with the way they
looked, and they did not wish to resemble any of the models shown to them. This
group was still concerned with keeping Indonesian or 'eastern culture' intact, but
this did not mean staying at home as wife and mother. These respondents felt
that it was possible to maintain their Indonesian identity while still being
progressive.
23
Cluster Three- The Western Wannabe's
This group, small but noteworthy, were concerned with aesthetic qualities of the
ideal Indonesian woman such as:
Cantik
Pretty
Kulit bersih/putih
Refined and clean skin
Badan bagus
Good body
Halus
Refined in behaviour
Feminin/elegan
Feminine and elegan
This group identified with images which portrayed women as sex symbols, as is
evident in appendix A:1,2,3. The model from the Mustika Ratu Slimming Tea
advertisement was most enthusiastically chosen as the favorite model, as she
was cantik, elegan dan tubuhnya bagus sekali,
(pretty, elegant and has a
beautiful body).
Not surprisingly, this group also chose this same model as the woman which
most adequately represented the ideal Indonesian woman. It was plainly and
purely due to her 'astounding' beauty and poise that she was chosen as the ideal
Indonesian woman, as well as the model that they most wished to resemble.
24
From all three clusters, there were two advertisements which were unanimously
disliked, these being:
•
Hermaviton Action (appendix B;2)
•
Iceberg Optics featuring Pamela Anderson (appendix C;3)
The Iceberg advertisement was disliked due to its obvious exploitation of the
female body. Respondents believed that not only did the advertisement focus
purely on her breasts, but also that it was unclear what product the advertisement
was actually promoting. The advertisement was also deemed telalu terbuka (too
explicit), kurang sopan (impolite,) and totally inconsiderate of eastern culture. The
Hermaviton advertisement was also unanimously disliked, as it was regarded that
the models in this advertisment were telalu mencolok/terbuka, kurang sopan,
berfebihan (excessive), and telalu menarik perhatian (drawing to much attention
to themselves)
Respondents felt that this advertisement was conducive to Western culture, and
not at all appropriate for an Indonesian market.
Furthermore, the majority of respondents indicated that (money issues aside)
they would by all/some of the cosmetics/women's products advertised in the
showcase of advertisements. Although a small number identified that they would
prefer to spend their money on more important products, the vast majority of
respondents agreed that they would purchase these products. This signifies that
(images and stereotypes used aside), these advertisements are still able to
create a desire to purchase among the target market, even though there are
some that may are not well received.
25
Once more, the three clusters answered unanimously in regards to the question:
7s this style of clothing (indicate three advertisements from 'Sex Symbol' section)
appropriate for the average Indonesian woman?"
Although it was unanimously decide that No, that style of clothing wasn't appropriate
for the average Indonesian women, the three clusters differed slightly in their
responses.
•
The Conservative Traditionalists were clear that it was totally unacceptable
clothing, as the clothing worn were western in style, not eastern, and they drew
too much attention to the individual wearing them.
•
The Contemporary Philosophers felt that the clothing in question was
unacceptable due to Indonesia culture and social norms, however they
also felt that it was up to the individual if they wished to wear such
clothing.
The Western Wannabe's felt that although the average Indonesian woman
should not really wear such clothing, it would be appropriate for an actress
or model, or, if an individual were going to an event which warranted such
clothing (a party for example).
26
CONCLUSIONS FROM THE RESEARCH
The responses accumulated from the in-depth interviews lead to a number of
conclusions. These results provide an insight into the state of the Indonesian
advertising industry, as well as women's perceptions of their role and position in
Indonesian society.
The sheer variation of responses from the 40 in-depth interviews conducted,
indicate that the 'Indonesian young female' market place is in a state of transition,
juxtaposing conservative views against those which are undoubtedly western in
scope. This state is permanent and dynamic, culture is not stagnant.
Women are constantly being influenced by a variety of factors- mass media,
culture, social practices and norms, and the influence and encroachment of
western culture on Indonesian society. Hence, women's behavior, attitudes,
beliefs, and perceptions gradually adapt to mould with this ongoing change.
Therefore, the stereotypes found in the advertisements are unsuitable for the
market. A market which is changing and responding to the environment around
them needs dynamic images to relate to - modern, forward thinking images, not
just stereotyped images of the 'sex symbol' or the traditional mother and wife.
Although the market is varied, the previous section in this report indicates that
there is a large proportion of women in the sample who associate with the
conservative images of woman as mother and wife (The Conservative
Traditionalists). This concedes that a significant proportion of Indonesian women
still believe in Indonesia as a strong patriarchal society, and are somewhat
content with their place in the home as mother and wife.
This role as mother and wife is furthermore cemented by the roles decreed by
government, as is evident in the Panca Dharma Wanita (five roles for women):
1. Wanita sebagai pendamping suami yang setia
2. Wanita sebagai penurus keturunan bangsa
3. Wabita sebagai pendidik dan pembimbing anak
4. Wanita sebagai pengatur rumah tangga
5. Wanita sebagai anggota masyarakatyang berguna
27
1. Woman as loyal companion of her husband
2. Woman as continuer of the national decendency
3. Woman as educator and guider of children
4. Woman as the organiser of the household
5. Woman as useful member of society.
Dharma Wanita's influence is far reaching to all corners of society, and these
roles are very clear that there is no economic or political role for women in
society, their roles are limited
to capabilities within the household and very
clearly defined.
These roles are reinforced through the images used in advertisements found in
Kartini, Femina and Cosmopolitan. Therefore, it can be said that advertising
(more specifically, advertisements in women's magazines) is instrumental in
reinforcing women's submissive place in Indonesians strong patriarchal society.
"Masyarakat Jawa pada umumnya masih menilai tinggi bahwa wanita
setelah menikah sebaiknya tinggal di rumah, mengurus rumah tangga,
dan mendidik anak-anak, karena hal tersebut merupakan suatu kodrat
bagi wanita yaitu menikah, melahirkan, dan merawat anak-anak"
(Mulyanto, Santoso, 1986)
"In general, Javanese society still values that women should, after they
marry, stay in the home, organize the household and educate the
children. This is only one of women's responsibilities, which are
marrying, giving birth and looking after children".
Considering the date of this reference, this quote may seem somewhat obsolete,
however, when it is considered that the Dharma Wanita roles for women were
decreed in 1974, and have not been adapted since to represent the changing
role of women, it is quite appropriate that it is used here to describe the role of
women as decreed by Indonesian society - it is stagnant, outdated and
superseded, parallel with the images used in advertising.
28
Juxtaposed with this picture are The Contemporary Philosophers, whose views
were poorly represented in the advertisements in Kartini,
Femina and
Cosmopolitan, even though they represented a significant proportion of the
sample. The qualities they cited as evident in the ideal Indonesian woman are all
but absent in advertisements evident in these women's magazines. Qualities
such as professionalism, intelligence, capability and independence were rarely, if
ever, evident in any of the advertisements, even though these are the exact
qualities that this target audience acknowledges to admiring in an Indonesian
woman.
The independent and intelligent responses from this group indicate a growing
number of women who feel that their capabilities are warranted outside the home,
as an independent career woman with a more prominent economic role in
society. Western culture, global awareness, and the general changing role of
women all around the world influence this dynamic role. The advertising industry,
and possibly mass media in general, fails to recognise that the role of women in
Indonesian society is not stagnant, and can not be forever portrayed using
images which are outdated and repressive.
There are Indonesian woman
seeking independence and self-confidence.
This lack of images showing women as independent career women with
capabilities outside the home as well as within, once again indicates that women
are still subversive in the patriarchal mass media system, and Indonesia at large.
The use of images such as sex symbol or mother and wife, serve to cement
women's subversive positioning in this patriarchal society. The advertising
industry should be embracing this liberation rather than serving to impede it, by
using pioneering and innovative images, rather than those of days gone by. Not
only would this be supporting the changing role of women, but it is also
economically viable, as a significant subgroup of their target market have
indicated that they would indeed, respond to such images.
Importantly, there are two more conclusions that have been made as a result of
research conducted, these being:
29
1. The majority of advertisements found in Cosmopolitan used western models.
Through the in-depth interviews conducted, it is clear that the target market is
not receiving these images well. Out of the three advertisements using
western models which were shown to respondents during interviews, two
were disliked (see appendices C:2, C;3). In fact, a significant number of
respondents
stated that they were
offended by the
Iceberg
Optic
advertisement.
The third advertisement featuring a western model (appendix C;1) was not
mentioned at all throughout the entire interview process - it was neither liked
not disliked, merely disregarded. This indicates that the sample did not
respond well to these types of models/images being used, however, it is these
types of images to which they are being most highly exposed.
The
magazines in question need to recognise that their readers are more
perceptive to local images (that is, use of Asian/Indonesian models).
2. The advertising that women are exposed to while reading women's
magazines, is influencial. This is made evident by the respondents desire to
purchase cosmetics and women's products as advertised in these magazines
if they had the money.
Consequently, cosmetic companies and the advertising firms that represent
them are meeting their sales objectives whilst simultaneously and adversely
influencing their target market with inappropriate images. It can be said that
while creating insecurities through the use of unachievable images, such as
skin tones evident in some 'skin whitening lotion' advertisements, (appendix
B;3) cosmetic companies and the like are actually creating their market.
Hence, although there were a significant number of respondents who were
dissatisfied in one way or another with the advertisements being shown to them,
this dissatisfaction is not strong enough to prevent them from purchasing the
product, had they the economic means to do so.
30
This inference is important, as it means that although the target market may be
dissatisfied with the images they are being exposed to, the advertising industry
has no motivation to change the images being used, as they are still able to
create desire to purchase among their target market. What this indicates, is that
if there is to be a change in the images and stereotypes being used in
advertising, this change is not going to be the result of an independent decision
from the advertising industry.
31
RECOMMENDATIONS
Throughout the implementation of this research, the focus of this research
brought to light many issues. This research is purely focused upon Indonesian
women's perceptions of advertisements found in women's magazines, however,
what has been made apparent as a result of this research, is that further research
in this same field would be beneficial to all parties concerned. It is with this in
mind that the following recommendations are made.
1. Women's magazines themselves (Kartini, Cosmopolitan and Femina) hold the
power to regulate the advertisements being shown in their magazines.
Considering the success of these magazines, and their narrowly defined
target market, it is plausible that they could force advertising agencies to use
more balanced images, by rejecting those that fail to comply with their
regulations. However, considering that a large proportion of revenue comes
from advertising dollars, it is unlikely that this recommendation would be
implemented, as it can be assumed that advertising dollars are considered
more important than the use of appropriate images.
2. The advertising industry needs to incorporate more advanced market
research into their integrated marketing communications. Market research is
an integral part of any marketing or advertising campaign, and it is believed
that a thorough understanding of the market they are dealing with would
improve the effectiveness of their advertising communications.
Although it is clear that the aforementioned advertisements are effective in
creating desire, a more thoroughly defined and understood target market
would lead to greater effectiveness, and, a more balanced and appropriate
showcase
of
visual
images.
The
absence
of
modern
images
in
advertisements indicates that the advertising industry is out of touch with the
young Indonesian female marketplace.
32
3. There are three media regulatory bodies in Indonesia, these being:
•
Media Watch
•
YLKI: Yayasan Lembaga Konsumen Indonesia, and
•
LBH: Lembaga Bantuan Hukum
(SSyah, 2001, page 143)
These organisations are responsible for monitoring the advertising industry
and mass media at large. The efficiency and effectiveness of these bodies
should be kept in check, as it is these bodies that can bring about change.
These media watch bodies need to ensure that appropriate images are being
used in advertising, and mass media in general. Their authority to regulate the
advertising industry should be properly used to ensure that exploitative and
unbalanced images are not being used, or kept to a minimum.
4. According to the State Minister for Women's Empowerment and Family
Planning Board, 'Women and the Media* is one of the 12 critical areas
needing addressing (www.ri.qo.id). Greater emphasis on the portrayal of
women in advertising as a component of this critical area could prove
effective in creating change, (for example, lobby for greater regulation and
parameters within the advertising industry).
The following flow chart is an interpretation of data concerning where these
changes can be implemented. As is clear from the flow chart, changes must
come from outside the direct realm of advertising, as there are too many different
bodies with their own objectives to attend to, to make the change themselves.
The change must come from independent bodies such as media watch regulatory
bodies and the government itself.
33
Manufacturers: aiming to create desire
for their product by creating insecurities
among the market through specified
images used in advertisements
Effects:
Independent auditory
"Watch Dog" responsible
for the use of visual images
used to portray women in
advertisements, as well as
Advertising agencies responsible for
the creation of such images, contracted
by manufacturers of women's products
effects:
government ministries,
namely State Minister for
Women's Empowerment
and Family Planning
Board. This is the only
stage that can really make
the change, each other
stage has its own initiative
and objectives which can't
be compromised.
Actual advertisements using
objectionable visual portrayal of women
effects:
Holds enough power to make a
change, but may interfere with
strategic objectives (i.e revenue)
Women's magazines as mediums for
advertisements (Cosmopolitan, Kartini
and Femina)
effects:
Women as readers and viewers of
advertisements; victims of harmful
images
34
CONCLUSION
This report has shown that there are a variety of different stereotypes used in
advertisements found in women's magazines in Indonesia. These stereotypes
are limited, and tend to pigeonhole Indonesian women into restrictive roles in
society. Through in-depth interviews conducted, it is also clear that many of the
images are not being well received by the target market, particularly those
images which fail to respect the conservatism of Indonesian culture.
The Indonesian advertising industry, while working within the confines of culture
and social norms, is doing two things:
1. Through the use of particular images, it is reinforcing popularly held beliefs
about the role of women in society, even though it can be said that these
roles are repressive and outdated.
2. One the other hand, the advertising industry fails to recognise the dynamic
nature of women's changing role in society, one that sees them as an integral
part of the family unit as well as outside the home.
Mass media largely contributes to the shaping of attitudes and behaviour which
determines the status of women in society. This distorted portrayal of women
protects and nurtures this imbalance in society (Ibrahim, Suranto 1998, pg 143).
Of course, mass media can not be held totally responsible for the subordinated
position of women in society, however it does play a large role. Attitudes and
behaviour are largely shaped by culture in a social, political and economic
structure.
The Indonesian advertising industry, rather than using outdated or repressive
images which are not necessarily being well received by the population, should
be embracing this changing role of women. In addition, it would be economically
viable and in my opinion economically beneficial to use more progressive and
evolutionary images, as there is obviously an untapped market willing to embrace
these images.
35
BIBLIOGRAPHY
Books
1. Belch G.E, Belch M.A, "Advertising and Promotion: An integrated
Marketing Communications Perspective" Fourth Edition, Irwin/McGraw
Hill, U.S.A, 1998.
2. Kotler, P., Armstrong, G., Brown, L., Adam, S, "Marketing", Fourth Edition,
Prentice Hall, Australia, 1998
3. Neal, Quester, Hawkins, "Consumer Behavior Implications for Marketing
Strategy", Second Edition, McGraw Hill, Australia, 2000.
4. Sen K, Hill D.T, "Media, Culture and Politics in Indonesia", Oxford
University Press, Victoria, Australia, 2000.
5. Soedarsono R.M, Murniato G, "Nilai Anak dan Wanita Dalam Masyarakat
Jawa", Departemen Pendidikan dan Kebudayaan Direktorat Jenderal
Kebudayaan, Proyek Penelitian dan Pengkajian, Kebudayaan Nusantra,
Bagian Jawa, 1986.
6. Syah S, "Menuju
Pers Demokratis" Lembaga Studi Dan Innovasi
Pendidikan, Jogya2001.
36
37
Journals/Magazine Publications
1. Anon, "Fastest Gun in the East", Far Eastern Economic Review, 25
March, 1999, sited at [email protected]
2. Anon, Magazines in Indonesia Quantitative Review, Media Scene 2000.
3. Cosmopolitan Oktober 2001
4. Femina No 39/XXIX, 27 September - 3 Oktober, 2001
5.
Femina No.40/XXIX, 4-10 Oktober, 2001
6.
Femina No 41/XXIX, 11-17 Oktober, 2001
7. Kartini Nomor 2044, 13 S/D 27 September 2001
8. Kartini Nomor 2045, 27 September S/D 11 Oktober, 2001
9.
Kartini Nomor 2046, 11S/D Oktober, 2001
Internet
www.cosmopolitan.co.id
www.femina-online.com
www.kartinionline.com
www.ri.qo.id
37
REFERENCE LIST
The following four reference pieces focuses mainly on analysing the actual
advertisement content of women's magazines, rather than on the perceptions of
those individuals who read them. Although well written and comprising interesting
content they had no direct influence on this research paper.
Books
1. Anon, "Media Massa dan Wanita", Kumpulan Makaah. Seminar Nasional
Media Massa dan Wanita, Bogor, November, Universitas Indonesia, 1992.
2. Subandy Ibrahim, Suranto H, "Wanita dan Media: Konstruksi Ideologi
Gender Dalam Ruang Publik Orde Baru", 1998
Journal/Article Publications
1. Gustafston, R, popovich, M, Thomsen, S. "Subtle Ad Images Threaten
Girls More" Marketing News, 35(12): 12-13. 2001, Jun 4.
2. Moeriyati, S "Visualisasi Wanita Dalam Iklan Di Majalah Wanita Dan
Majalah Pria", Jurnal Penelitian Media Massa. Vol 3 No 6 2000.
38
APPENDIX
Appendix A (1) "The Sex Symbol" Category
A (2) "The Sex Symbol" Category
A (3) "The Sex Symbol" Category
Appendix B (1) "The Western Look" Category
B (2) "The Western Look" Category
B (3) "The Western Look" Category
Appendix C (1) "Anglo-Saxon Models" Category
C (2) "Anglo-Saxon Models" Category
C (3) "Anglo-Saxon Models" Category
Appendix D (1) "The Traditional Look" Category
D (2) "The Traditional Look" Category
D (3) "The Traditional Look" Category
Appendix E (1) The Modern but Conservative Look" Category
E (2) "The Modern but Conservative Look" Category
E (3) "The Modern but Conservative Look" Category
Appendix F (1) "Miscellaneous" Category
F (2) "Miscellaneous " Category
Appendix G: Illustration Interview Transcript
Appendix H: Summary Interview by Interview Results
Appendix I: English Translation, Interview Guide Questions
39
Salah satu dari beberapa Program Impressions yang
dapai Anda peroleh adalah :
AROMA THERAPY
Yang dapai mvngatasi
STRESS! Sakit Kepala,
Migrain, Sinusitis,
Bronchitis atau Gang-
guan Pernafasan,
Kurang lit Karena
Kvgenwkan.
••-' Ketikamasihkuliah...?
Sebelummelahirkan...atau
AROMA THERAPY
.1d.1l.1h Urrapi pcngoh.it.m yang sang.it
Beberapa belas tahun yang lalu ?
populer di Antvrika
untuk :
angcin kuatir,
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segala kenangan manis
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niasa lalu Anda dapai
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kami hadirkan kembali.
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Dengan program Impressions
Anda dapai kembali menjadi
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ramping seperti masa
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romaja Anda. btiiidinuuupun
bentuk tubuh Anda sekarang.
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penting untuk.anak-anak. Agar dapat
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adalah multivitamin untuk
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lamu di sebuah stasiun ra
dio di kotanya.
. dari sakit.
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Formulanya lengkap dan
out, Lennes juga memiliki
Kelebihan lain. Ternyata
rasanya enak. Bila anak
Anda perlu tambahan
Lennes bisa membaca wa-
tak dan sifat seseorang
multivitamin, berikan
yang ditemuinya dengan
hanya melihat raut wajahnya
saja. Namun sehubungan
dengan kemampuan terse
but Lennes menolak dikata-
kan dirinyaadalah seorang
peramal.
"Wah wah, saya ini bukan seorang peramal ka
rena saya memang tidak
bisa meramal. Lagi pula, hal
itu hanya saya pergunakan
untuk kepentingan diri sendiri saja. Jadi kalau benar
ya, syukur, kalau salah juga
ndak apa-apa, toh tidak ada
yang dirugikan," tuturnya
panjang lebar.
Menurut Lennes apa
yang dilakukannya selama
ini hanyalah untuk menolong sesama.
"Kalau tujuan kita baik,
Insya Allah, semua akan
BERNOFARM
kartini nomor 2045 47
APPENDIX D (2) THE TRADITIONAL LOOK CATEGORY
TAKEN FROM:
FEMINA 27 SEP-3 OCT
WtgtK^mm
cricri
cava
cncn ncwncpA
"Tebdk. . .
Aku
bisa
budT
Usahanya membuatkan Andakapa
tentu membuat Anda bangga
Di usia 3 tahun, ia oda dalam masc
penting pertumbuhannya
Berikan Dancow 3* dari Nestle
formula khususnya mengandunc
EFA-Linoleat dengan yodium untul*
membantu perkembangan otak dar
Prebio 1 untuk melindungi sistem
pencernaannya serta meningkatkan
kekebalan tubuh secara alami.
Anda tentu ingin kejutan lain kan ?
TAKEN FROM:
APPENDIX D (3) THE TRADITIONAL LOOK CATEGORY
aku Dan kau suka Dancow
atau Minggu.Sedang hari-hari lainnya
sangat sepi," kata Paul yang sudah
lancarberbahasa Indonesia itu deng
nyambung hidupnya.
an suara lirih.
Sebagai manusia biasa, Paul mengakui, dia juga punya rasa rindu pa
da ibunya yang masih hidup, adik dan
kakaknya yang kini bermukim di Inggris. Hampir 21 tahun mereka tidak
bertemu."Dulu, semasa jadi pelatih,
Dulu, sebelum mebuka warung ke
cilitu, sebagai sandaran ekonominya,
Paul membuka usaha penyewaan perahu untuk orang-orang yang hobi
memancing, karena perairan sekitar
RINDU AKAN KELUARGA
lah yangmenjadi sandaran untuk pe-
tanya berlapang dada.
Tidak hanya itu, beberapa bulan
iuu oaya, ici(jai\oa uaicu
karena biava Denairimannva terlalu
rekomendasi mantan Gubemur Lam-
CATEGORY
TAKEN FROM:
ditangani Kepolisian setempat, Paul
telah mencabut perkaranya dan memaafkan peiaku penusukan tersebut.
"Saya anggap itu sebuah musibah
yang tidak disengaja oleh peiaku," ka-
umnya, tanpa sebab yang jelas,
uga pernah dikeroyok sekelomnak muda yang hendak meramla. Meski demikian, tidak pernah
ouatnya menyesal menjadi orndonesia. la menjadi WNI atas
.•cm iounya secara pribadi, juga atas
APPENDIX E(1) THE MODERN BUT CONSERVATIVE
tersisa. ia harus menauras semua uana
sempat dirawat beberapa minggu di
rumah sakit. Meski kasus ini sempat
KARTINI 13-27 SEP
mabuk di Teluk Betung. Paul pun
, Poedjono Pranyoto, Wakil Ke3taf TNI AD, Letjend. TNI.Johny
mintang. Pengesahan WNI-nya
indatangani tanggal 10 Nopem999 di pengadilan Negeri Tanjung
ng, Lampung.
Y. Chandra Muas
kartini nomor 2044 25
am pi I menan<
cc fak mungkin ada yang muda dan menarik selamanya,
yang ada adalah tampak muda dan menarik lebih lama...
Ag;r bisa tampak muda lebih lama, saya berusaha hidup
sehai, serasi dengan alam. Seimbang antara tubuh, pikiran
eo
dan jiwa. Bila perlu saya minum Natur-E. •••{•/.
.•
Natur-E, vitamin E-nya disarikan dari bahari-bahan natural •
isa...
seperti minyak biji gandum dan minyak biji buriga matahari.
iral sangat baik dalam'membantu mem-
is perusakan •. •• - : ; '&%:$$) i:/JM'-
APPENDIX E (2) THE MODERN BUT CONSERVATIVE
japat
apat memmem:
*
CATEGORY
r<„
<ehalusan V,
,-i~rz^.«jfc-.«#,''
/Qrp^^tj&mti
\
' '.^T«MS®^|
m,.- illili
at vitamin. E''k
yang naiurai saya hanya•••yw&$-'.
i3v&k MM*
KARTINI 13 -27 SEP,
TAKEN FROM:
27 SEP-11 OCT,
FEMINA 4-10 OCT
** I *\ *'\
Diprodufcli oleh:
>
Hptx/p. \/~ rip
PT Darya-Varia Laboratoria Tbk
GunungPutri, Bogor-lndonesia
APPENDIX E (3) THE MODERN BUT CONSERVATIVE
*V^&<rf&&rf~^. •:-?£
CATEGORY
I '^^f^^^^^a?^ >
•:|
ijii.ci Jfuny
TAKEN FROM:
KARTINI 7-13 SEP
:^p&'$$•
Excellence Creme tersedia di supermarket atau department store terkemuka.
• :. -."V -i
Consumer Relations L'oreal: (021) 527-6370, e-mail: [email protected]
•• •:}•;••
~:k':.\
Kuatnya vHihgga Tumbuh Dewasa!
Anak yang sedang mengalami masa pertumbuhan
|^;..: biasanya mereka melakukan aktivitas yang tinggi.
!&.. Hal-ini menyebabkan tulang menjadi lebih cepat
~ nyerarj'kalsium. Apalagi mereka juga sedang
galarm" masa pembentukan tulang dan gigi.
ngga mereka memerlukan kalsium lebih yaitu
skitar 600-700 mg/hari. Dengan KALZANA D 2-3
kali sehari sangat membantu agar tulang dan gigi
tumbuh sehat dan kuat.
Kuatnya Hingga Dalam Kandungan!
Ibu yang sedang hamil atau mi"", .<.ui
memerlukan kalsium sebesar 1200 mq'Hari
seperti yang direkomendasikaf 'Men
Adequate Intake. Di samping itu irrivirut
Journal
of
the
American
Medical
Association jika ibu hamil meng^'ami
kekurangan kalsium maka resiko kelahiran
prematur akan lebih besar atau menye
babkan berat badan bayi menjadi tidak normal (low birth weight babies).
Tingkat kebutuhan kalsium sebesar itu, tentu saja makanan sehari-hari tak
akan mencukupi. Dengan minum 2-3 kali sehari @ 2 tablet KALZANA D
akan membantu terpenuhinya kebutuhan kalsium, sehingga bayi dalam
kandungan dan anak yang sedang disusui akan tumbuh lebih sehat.
Kuat Tak Keropos!
Osteoporosis atau kerapuhan tulang seringkali
^ menghantui kita setelah memasuki masa manula. Ini
o|.-disebabkan kita kurang memenuhi kebutuhan kalsium.
•jJlDengan kalsium yang cukup tulang keropos dan gigi
1 keropos dapat kita hindari. Minum KALZANA Dsetiap
i&hari, tulang keropos dapat kita cegah sedini mungkin.
APPENDIX F (1) MISELLANEOUS CATEGORY
KALZANA D suplemen vitamin dalam ben
mengandung Kalsium yang cukup. K
mengandung Vitamin D3 (dalam dosis
dapat
membantu
tulang
TAKEN FROM:
KARTINI 7-13 SEP
menyerap
.:.•. menanggulangi kekurangan kalsium.
Pada masa kehamilan berolahragalah secara teratur atau
sesuai petunjuk dokter Anda.
•
KALZ
Keterangan Lengkap Hubungi :
PT MITRA FARMA UTAMA JAKARTA
•
USPEI
ENGAJ
RASAJERUK
Telp.: (021) 6929961, 6927609
Fax.: (021) 6906340
BACAATURANPAKAI
ZANA
0Rl8S1fi6OnR1OA1 ui.Miii n T.hl.t l<t
"ARISTQN...
Gairah
kehidupan
rumah tangga
masa kini!"
Lula Kamal
TAKEN FROM:
KARTINI 13 -27 SEP
APPENDIX F (2) MISCELLANEOUS CATEGORY
PERFETTA
OVEN & GRILL
FEATURES
C 967 GPD(X) EX
48 Itr oven capacity
Minute minder
DIMENSIONS
HOB
Height
85 cm
3 gas burners
Width
90 cm
2 double face fish burners
Depth
60 cm
1 double ring burner
Electronic Ignition on all burners
Safety device on all burners
Gas oven
Double Glazed oven door
Gas grill
Safety device on oven & grill
Tempered glass lid
Finishing in Stainless-steel
Dishwarmer Compartment
Gas bottle compartment
Electronic Ignition on oven & grill
Oven light
Thermostat
Rotisserie
rrifi
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next
desire
ISPS^^A^a'Taman AnggrekU 4/471, Jakarta Barat Tel./Fax. (62-21) 563 9042 • Jl. Pinangsia Raya No. 91. Jakarta 11110 Telp. (62-:
cIdJi^c2.™2,?6,4^ ?SL?SJJ?^ffiS3J) 69° 5321 * Ratu Plaza Shopping Center Lt. 2. Unit 22 Tel./Fax. (62-21) 725 14
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HUBUNGI DEALER-DEALER TERDEKAT DI KOTA ANDA
APPENDIX G: ILLUSTRATIVE INTERVIEW TRANSCRIPT
BIANCA: Apakah Anda sudah pernah membaca majalah Kosmopolitan,
Femina atau Kartini?
RESPONDEN: Ya , sudah
B: Berapa kali sebulan Anda membaca majalah wanita?
R: Majalah wanita, dua kali sebulan
B: Biasanya, Mbak suka membaca majalah wanita apa?
R: femina sama Cosmopolitan
B: Apakah Anda suka menonton televisi atau menonton film di bioskop?
R: Suka. Kalau film, kebanyakan program Barat, kalau musik juga, kalau
Indonesia, sedikit Sinetron.
B: Berapa umur anda?
R: Saya berumur duapuluh tiga tahun
B: Mbak beragama Islam?
R: Ya, saya beragama Islam
B: Apakah Anda masih kuliah atau sudah bekerja?
R: Saya masih kuliah,
B: Menurut Anda, perempuan Indonesia yang 'ideal' punya sifat seperti apa?
R: Sifat perempuan Indonesia? Menurut aku - terbuka.
B: Maksudnya gimana?
R: Maksudnya begini: terbuka terhadap isu atau kemajuan jaman, jadi tidak
hanya mengulusi masalah rumah tangga aja, jadi perempuan Indonesia harus
tahu, harus pinter. Maksud saya, harus mengetahui isu diluar, tahu
perkembangan.
B: Apa Lagi?
R: Yang lain, kebanyakan perempuan sekarang sudah bekerja, jadi
disamping pekerjaan, di juga harus tetap tahu sama kodratnya sebagai
wanita, mengurus rumah tangga dengan baik.
40
B: Bagaimana tentang iklan dan model yang disukai dan tidak disukai?
Jelaskan alasan Anda.
R: Modelnya yang nggak suka yang ini (indicates Pamela Anderson)
B: kenapa model ini tidak disuka Mbak?
R: Karena cerminannya wanita jadi telalu arogan. telalu vulgar, telalu
mengekspliotasi
B: Bagaimana yang disuka Mbak?
R: Suka ini (Sarah O'hare) Dia bisa kelihatan cerdas, kelihatan dinamis. dan
dia juga sesuatu yang indah.
B: Menurut Anda, model yang mana paling mencerminkan perempuan
Indonesia? Jelaskan alasan Anda.
R: Nggak bisa semuanya dong!
B: Bagaimana gaya pakaian yang sesuai untuk perempuan Indonesia?
(shown appendices A:1,2,3) Jelaskan alasan Anda.
R: Tergantung situasi
B: Terus? Kalau ada pesta, begitu?
R: Ya, kalau ada pesta
B: Bayangkan jika Anda mirip model dari iklan ini. Anda ingin seperti model
yang mana? Jelaskan alasan Anda.
R: Yang ini (Sarah O'hare)
B: Kenapa modeel ini dipilih?
R: karena dia ekpresif dan confidan
B: Bayangkan jika memiliki uang yang sangat banyak (tak terbatas). produk
apa saja yang ingin Anda beli, produk kosmetik yang ada sini atau tidak?
Kenapa?
R: Ya, mau, tapi sesuai dengan kebutuhan saya aja.
41
APPENDIX H: SUMMARY INTERVIEW RESULTS
42
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APPENDIX I: INDEPTH INTERVIEW GUIDE QUESTIONS
1. Have you ever read Kartini, Femia or Cosmopolitan?
2. How often do you read these womens magazines?
a.
Often
b.
Sometimes
c.
Rarely
3. Do you like watching television or watching films at the cinema?
4. If so, which programs/films do you enjoy watching - Western or Indonesian?
5. What is your age?
6. What is your religion?
7. Are you a student or do you work?
8. According to you, the Ideal Indonesian Woman possesses what
characteristics?
9. From these advertisements, which models do you like and dislike? Give
reasons for your answers.
10. According to you, which model from this selection of advertisements best
reflects the idela Indonesian Woman? Explain your answer.
11.1s this style of clothing (see appendix A) appropriate for the Indonesian
woman? Explain your answer.
12. If you were able to resemble any model from this selection, which model
would you chose? Explain your answer.
13. Making the assumption that your money is unlimited, would you purchase the
products (namely cosmetic products/womens products) advertised in these
magazines?
43