Totemisme dalam Iklan: Studi Sastra Komparatif TVC Sabun Lux Versi Beauty Superpowers dan Versi Maudy Ayunda

Abstract

Article history: Received: 11-06-2021 Revised : 05-11-2021 Accepted: 06-12-2021 This study aims to describe totemism in advertisements for the Soap Lux Beauty Superpowers and Maudy Ayunda versions and explain the similarities and differences between the two TVCs. The method used is descriptive qualitative. The results show that Lux soap advertisements from different production gap times contain totemism elements. The difference lies in the ambassador's image, which is then used as a totem. The Beauty Superpowers version displays the impression of being beautiful, sensual, confident, glamorous, rich, powerful, and economically strong. Maudy Ayunda's version, aside from these things, a highly educated image is also inserted. This research implies that advertising invites people to buy products and influences them to be included in a group bound by a totem.