Deconstructing the Concept of Beauty in Shampoo Advertising: Visual Representations of Pantene Advertisement with Keanu

DOI

10.2991/978-2-38476-501-0_8How to use a DOI?

Keywords

Advertisements; Beauty Concept; Keanu; Pantene; Visual Representation

Abstract

This paper discusses the beauty concept that is deconstructed through Pantene shampoo advertisements. Mainly, this research aims to reveal how Keanu as a new model in a shampoo advertisement meets the beauty standards in a beauty advertisement. In order to achieve the research objective, the researchers used a qualitative content analysis method since the researchers would like to describe the beauty concept in the advertisements. In this research, the theory used is the visual grammar theory by Van Leeuwen and Kress (2006). The data sources of this analysis are from 2 Pantene advertisements starring Keanu Angelo as the model. These advertisements were uploaded on the Pantene Indonesia YouTube channel and have been watched millions of times. After getting the data, the researchers classified the beauty standards of Keanu and then compared it to the previous Pantene shampoo model. The results show that Keanu the new model in the Pantene shampoo advertisement does not meet the beauty standards that exist in Indonesian society. Keanu has a brown color or what is usually called “Sawo matang”, his body shape is fat and far from the ideal body type, his facial appearance also does not show a young face or a mature appearance. He also doesn’t have beautiful and healthy hair compared to other shampoo advertising models. This shows that he succeeded in deconstructing the concept of beauty that exists in society. His ability to captivate audiences and challenge societal standards speaks to the ever-evolving nature of the concept of beauty.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Widya Andayani
AU  - Sisila F. Damanik
AU  - Mahmud L. Hutasuhut
PY  - 2025
DA  - 2025/12/16
TI  - Deconstructing the Concept of Beauty in Shampoo Advertising: Visual Representations of Pantene Advertisement with Keanu
BT  - Proceedings of the International Seminar of Languages, Arts and Literature Education (ISLALE 2025)
PB  - Atlantis Press
SP  - 61
EP  - 73
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-501-0_8
DO  - 10.2991/978-2-38476-501-0_8
ID  - Andayani2025
ER  -