Exclusive Inclusivity on The Disabled Individuals in Beauty Product Ads: A Case Study of Pond’s Indonesia Campaign “Wajahmu Kekuatanmu”
Keywords:
Advertising, Beauty Products, Disability, Inclusivity, Social Equality
Abstract
This paper attempts to investigate the meaning of inclusivity in Pond’s Indonesia Ads: “Wajahmu Kekuatanmu” which features Greesella Adhalia, member of Indonesian Pop Group JKT48 and disability influencer Kirana Salsabila. Using discourse analysis, this paper concludes that instead of promoting disability and inclusivity, Pond’s Indonesia: “Wajahmu Kekuatanmu” asserts that to exist and be able to empower others, one must embrace the social standard of ideal beauty and eliminate their “disabled-ness”. Inclusivity is therefore reduced to the symbolic annihilation of a certain register of an individual, in this case Kirana’s deaf and speech impairment, as the campaign exclusively suggests it does not matter what she lacks, her face is a significant mark of opportunity and hope. As a result, rather than her disability that others might find empowering, it is that glistening and flawless face which people, especially young girls, inspire and aspire to possess.
Keywords: Ads, Beauty Products, Disability, Inclusivity, Social Equality
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Willig, C. (2008). Introducing Qualitative Research in Psychology: Second Edition. England: Open University Press
Albrecht, G. L. (1999). Disability Humor: What’s in a Joke? Body & Society, 5(4), 67–74. https://doi.org/10.1177/1357034x99005004007.
Allman, D. (2013). The Sociology of Social Inclusion. SAGE Open, 3(1), 1-16. https://doi.org/10.1177/2158244012471957.
Andrian, C. (2022). Penyandang Disabilitas Masih Terpinggirkan di Ruang Publik, Mengapa?.https://kumparan.com/cyntianamira/penyandang-disabilitas-masih-terpinggirkan-di-ruang-publik-mengapa-1zPBgyFDbpt
Bogdan, R. (1988). Freak Show: Presenting Human Oddities for Amusement and Profit. Chicago, IL: University of Chicago Press
Bogdan, R. (1990). Conclusion: Freak Encounter. Notes on the Sociology of Deviance and Disability. In Freak Show: Presenting Human Oddities for Amusement and Profit (p. 267). The University of Chicago Press.
Carcioppolo, N., Dunleavy, V. O., & Yang, Q. (2016). How Do Perceived Descriptive Norms Influence Indoor Tanning Intentions? An Application of the Theory of Normative Social Behavior. Retrieved from http://www.tandfonline.com/doi/full/
Chiodo, S. (2015). Ethical Topicality of The Ideal Beauty. Lebenswelt. Aesthetics and Philosophy of Experience. Retrieved from http://www.tandfonline.com/doi/full/
Englis, B. G., Solomon, M. R., & Ashmore, R. D. (1994). Beauty Before the Eyes of Beholders: The Cultural Encoding of Beauty Types in Magazine Advertising and Music Television. Journal of Advertising, 23(2), 49-64
Eriksen, T. H. (1995). We and Us: Two Modes of Group Identification. Journal of Peace Research, 32(4), 427–436. https://doi.org/10.1177/0022343395032004004
Fill, C., Turnbull, S. (2016). 7th Edition Marketing Communication: Discovery, Creation, and Conversations. Pearson: United Kingdom
Fredericks, B. (2010). What health services within rural communities tell us about Aboriginal people and Aboriginal health. Rural Society, 20, 10-20.
Garland-Thomson, R. (2006). Ways of Staring. Journal of Visual Culture, 5(2), 173–192. https://doi.org/10.1177/1470412906066907
Garland-Thomson R. (2009). Staring : how we look. Oxford University Press. Retrieved August 11, 2023 from http://site.ebrary.com/id/10288450.
Gatens, M. (1996) Imaginary bodies : ethics, power, and corporeality. London ; New York: Routledge.
Greesella Adhalia. (2023). Wikipedia. Retrieved May 10, 2023 from https://id.wikipedia.org/wiki/Greesella_Adhalia
Grogan, S. (2016). Body Image: Understanding Body Dissatisfaction in Men, Women, and Children. Taylor & Francis.
Hall, S. (1997). Representation: Cultural Representations and Signifying Practices. London: Sage Publication
Herskovitz, S., & Crystal, M. (2010). The essential brand persona: storytelling and branding. Journal of Business Strategy, 31(3), 21–28. http://www.guillaumenicaise.com/wp-content/uploads/2013/10/herskovitz_essential_brand_persona.pdf
Inspiratif! Gadis Disabilitas Sukses Jadi Influencer. (2020, October 26). Www.youtube.com. Retrieved May 13, 2023 from https://www.youtube.com/watch?v=MCG2hXLtTxw
Irawati, Z. M. (2023, February 19). POND’S Gaet Alfamidi Kampanyekan #WajahmuKekuatanmu. POPBELA.com. Retrieved June 3, 2023 from https://www.popbela.com/beauty/skin/zikra-mulia-irawati/ponds-gaet-alfamidi-kampanyekan-wajahmukekuatanmu
Jones, T. (2013). The Significance of Skin Color in Asian and Asian-American Communities: Initial Reflections. UC Irvine L. Rev., 3, 1105
Keegan, M. (2019, January 2). Will APAC advertising ever tackle its disability deficit? Campaign Asia; Campaign Asia. Retrieved May 15, 2023 from https://www.campaignasia.com/article/will-apac-advertising-ever-tackle-its-disability-deficit/449034
Kiefer, B. (2021, September 13). How Advertising Can Get Real About Representing Disability. Adweek. Retrieved May 13, 2023 from https://www.adweek.com/creativity/how-advertising-can-finally-get-real-about-representing-disability/
Krijnen, T., Van Bauwel, S. (2015). Gender and Media: Representing, Producing, Consuming. United Kingdom: Routledge
Lowe, J. (1986). Theories of Ethnic Humor: How to Enter, Laughing. American Quarterly, 38(3), 439-460. https://doi.org/10.2307/2712676
Nagchoudhuri, M., Juvva, S. (2016). Interrogating Disability in India, Dynamics of Asian Development: Power and Leveraging in a Disability Context. Springer India
Niyu, N. (2017). Representasi Disabilitas dalam Iklan “We’re the Superhumans.” INKLUSI, 4(1), 49. https://doi.org/10.14421/ijds.040103
Priyanti, N. (2018). Representations of People with Disabilities in an Indonesian Newspaper: A Critical Discourse Analysis. Disability Studies Quarterly, 38(4). https://doi.org/10.18061/dsq.v38i4.5818
Richardson, N. (2010) Transgressive Bodies : representations in film and popular culture. London: Routledge.
Saito, S., & Ishiyama, R. (2005). The invisible minority: under‐representation of people with disabilities in prime‐time TV dramas in Japan. Disability & Society, 20(4), 437–451. https://doi.org/10.1080/09687590500086591
Saraswati, L.A. (2022). Putih: Warna Kulit, Ras, dan Kecantikan di Indonesia Transnasional. Tangerang: Marjin Kiri
Sassatelli, R. (2007). Consumer culture: History, Theory and Politics. London: SAGE Publications Ltd, https://doi.org/10.4135/9781446212684
Saxon, A. H. (1989). P. T. Barnum and the American Museum. The Wilson Quarterly (1976-), 13(4), 130–139. http://www.jstor.org/stable/40257964
Sibley, D. (1995). Geographies of exclusion: Society and difference in the West. London, England: Routledge.
Södergren, J., Hietanen, J., & Vallström, N. (2022). Tales from the crypt: A psychoanalytic approach to disability representation in advertising. Journal of Consumer Culture, 0(0), 1-22. https://doi.org/10.1177/14695405221140543
Staf Ahli Menteri Bidang Sosial dan Penanggulangan Kemiskinan, Kementerian PPN/Bappenas. (2021). Kajian Disabilitas Tinjauan Peningkatan Akses dan Taraf Hidup Penyandang Disabilitas Indonesia: Aspek Sosio - Ekonomi dan Yuridis. Jakarta. Retrieved May 13, 2023 from https://www.kompas.id/baca/humaniora/2023/01/03/pemberdayaan-penyandang-disabilitas-dimulai-dari-pendataan#:~:text=Menurut%20Badan%20Pusat%20Statistik%20(BPS,28,05%20juta%20penyandang%20disabilitas.
Vehmas, S. (2010). Staring: how we look. Scandinavian Journal of Disability Research, 12(4), 321–323. https://doi.org/10.1080/15017419.2010.481568
Veenstra, J. (2021). Authentically inclusive marketing: Winning future customers with diversity, equity, and inclusion. https://www2.deloitte.com/uk/en/insights/topics/marketing-and-sales-operations/global-marketing-trends/2022/diversity-and-inclusion-in-marketing.html
Willig, C. (2008). Introducing Qualitative Research in Psychology: Second Edition. England: Open University Press
Published
2024-11-19
How to Cite
Fitranisa, I., & Veritasia, M. (2024). Exclusive Inclusivity on The Disabled Individuals in Beauty Product Ads: A Case Study of Pond’s Indonesia Campaign “Wajahmu Kekuatanmu”. Ultimacomm: Jurnal Ilmu Komunikasi, 16(1), 83 - 104. https://doi.org/https://doi.org/10.31937/ultimacomm.v16i1.3772
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