WOMEN EXPLOITATION IN AMERICAN POSTMODERN ERA ADVERTISEMENT

By
Atiq Aqiqotul Hasanah
03026101


Abstract

Based on the characteristic from postmodern era where mass media plays important role in social life is not wrong when the writer in this graduating paper the writer tries to analyses the exploitation of American woman in advertisement in postmodern era and beauty image of American women reflected from beauty product advertisement. The other Characteristic from condition in postmodern era is assumption that images are everything and real! So American woman felt important to become like which in image by the advertisers with the beauty products advertisement give suggestive and assumption that what in seeing is correct. In this graduating paper the writer gives title “women exploitation in American postmodern era advertisement".

In this research the writer applies approach of Interdisciplinary which is in American study. Approaches of history, socio-cultural and economics aspect are using to give clearer analysis about the condition of American women in advertisement in postmodern era reflected in beauty product advertisement. In performing an object research, writer applies qualitative descriptive method and library research, data taken away from books, magazines, articles, and some website from internet.

This research lays open the condition of women in advertisement in postmodern era, where advertisement in postmodern era women is exploited between it was: women body only be made symbol in promoting or sells product. In postmodern era we know that this era is late capitalism era with the meaning culture produces in making balance to with consumptive culture of which so increases. from analysis condition is the writer can connect that women in postmodern era is victim from target of the advertisement market, equally woman has been made as a real media or equipment exact in creation of consumerism culture. Other result which writer finds their American woman has been intent at assumption images is everything and its real! This is can meet by seeing the many women’s becoming a victim want to be like what which in image by advertiser in the advertisement. This Condition is as one evidences postmodern era where women trapped in hipper reality. Several of characteristic of beauty images of American women in postmodern era are: the beauty image with slim body, the beauty images of non oily face skin, and the beauty images of staying young.




Key words: Postmodern Era, American Women and advertisement.