The Construction of New Femininity Reflected in The Most Unforgettable Women in The World Wear Revlon Advertisements from 1987 to 1992

Oleh :
Casandra Aleksia - C0308023 - Fak. Sastra dan Seni Rupa

2013. Faculty of Letters and Fine Arts. Sebelas Maret University. In 1987, Revlon offered a different representation of women in its series of ads that is entitled “The Most Unforgettable Women in the World Wear Revlon”. Revlon’s ads series has inspired me to conduct a research which has an aim to find out how Revlon in its 1987 to 1992 advertisements campaign portrays women images regarding to women changing status in 1987 to 1992. This research also tries to convey how Revlon responds to the emergence of new women in early 1980s. It is also conducted to reveal how Revlon translates the idea of “New Femininity” through the models of advertisements in 1987 to 1992 campaign. This research is a qualitative research that uses two sources: http://superqueen.wordpress.com and http://www.inoubliablemodelarmy.com, where the series of ads are published. The primary data are images, expression, pose, space, color, gaze and photographic elements of the advertisements. To support the primary data, secondary data that consist of journals, articles, book and video are used. This research is conducted under the framework of American Studies. It uses some theories and approaches to analyze the advertisements’ images. This research employs Semiotics theory, Gender theory, Socio-cultural approach and Socio-historical approach to answer the research questions. The examination finds some results; 1980s and 1990s become the significance years for women to reevaluate themselves and perceive their active working role as the main fundamental aspect to perform their figure. Revlon advertisements also capture some values which get along with the old stereotype of women and challenge the gender norms which ground women’s beauty and femininity concept decades before. In these images, Revlon displays how women’s daring and alluring images in advertisements break the conservative idea of beauty and femininity but at the same time still crystallize women’s submissiveness.