A STUDY OF THE BODY IN CONSUMERISM THROUGH ONLINE ADVERTISEMENTS OF COLLAGEN SUPPLEMENTS

Abstract

        This research aimed to study the construction of meaning and presentation techniques of online advertisements on the body of collagen supplements. This qualitative research analyzed the text of online advertisements of collagen supplements since 2022 to 2024 with 7 stories. The research results found that advertising media acts to construct the meaning of ideal bodies, including 1) a beautiful body 2) a bright and lively body 3) a charming body 4) a confident body and 5) a successful body. Advertising suppresses and discriminates against people with dark skins, which is an undesirable body through the elements of the story including 1) the core and plot by creating an ideal identity for the characters to experience problems followed by consuming the product 2) the main characters are women and men between the ages of 21-37 3) the setting is a public and private area 4) the clothing emphasizes showing simple skin and formal clothing and 5) the use of light to reflect the whiteness of the skin. In terms of the logic within the story, it includes 1) the development of the story by setting the characters to face problems and end up happy or having the characters show off their beauty skin 2) the storyteller's position is to have the characters tell stories about their daily lives in various situations, there are also presentation techniques used in advertising including 1) celebrity testimonial 2) testimonial from target group 3) sense of humor 4) before and after  5) slice of life 6) scientific 7) binary opposition and 8) combinations.