NAME : NURLINA

NIM : 19320008
CLASS : CULTURAL STUDIES ‘A’

ANALYSIS OF POLITICS OF TASTE AND CAPITALS IN SUNSILK

ADVERTISEMENT; HIJAB SHAMPO EDITION
Advertising is one of the media means to introduce products that have been produced
by a company. In advertising creative concepts are often used as the attraction of the ad.
Attractiveness has an important impact in attracting consumer interest in the advertisement,
and attractiveness is needed to gain trust that promises product superiority and to explain that
the product is better than competitors (Arifan & Sudrajat, 2021). In general, advertising has a
goal to foster a positive attitude towards a product. Advertising uses a strategy in the form of
imagery of the product to persuade consumers to use the product. Advertisements sometimes
construct social life in society, so there needs to be a critical study of the existence of these
advertisements (Budiasa, 2016).
Some advertisements feature women as models, it will not be separated from the
formation of the image of women according to the advertised product, the formation of the
image of the woman will differ from one advertisement to another, depending on the
segmentation of the advertisement itself. Image formation is very visible as a form of depicting
a person in an advertised product, the depiction includes physical character, appearance,
behaviour and the message to be conveyed to consumers (Indrasari & Aminulloh, 2019). One
of the advertising products that uses women as models is the Sunsilk Hijab Shampoo edition.
In the Sunsilk Hijab shampoo advertisement, we can analyze the Politics of Taste and Capitals
by Pierre Bourdieu.
According to Pierre Bourdie, there are four types of capital that play a role in society
that determines power in social relations, there are material capital, social capital, cultural
capital and symbolic capital. Material capital shows ownership of economic resources, while
social capital is a social network owned by a person. Cultural capital in the form of objective
knowledge, formal qualifications, competencies and skills. Symbolic capital shows the owner's
high status, authority and prestige (Gomulia & Manurung, 2015).
Analysis of the capitals in the Sunsilk Hijab Shampoo edition, the price of Sunsilk Hijab
for 70ml size is around IDR 10,000, Sunsilk Hijab 170 ml IDR 23,000, Sunsilk Hijab 340 ml
IDR 43,900. In terms of material capital, the price of Sunsilk Hijab is still relatively cheap and
not much different from the price of other shampoo brand products. Meanwhile, in terms of
social capital, Sunsilk Hijab products are certainly associated with Muslim women. In general,
women who use Hijab are Muslim women. So, we can see that the target market or consumers
that Sunsilk Hijab products want to target are Muslim women, so Sunsilk Hijab has a
relationship with Muslim women.
Then the Sunsilk Hijab product in terms of cultural capital, cultural capital can be in
the form of quality, competence and skills. Sunsilk Hijab tries to attract consumers by
advertising that Sunsilk Hijab is a good product and has quality. Sunsilk Hijab uses cultural
symbols to attract consumers' attention. Manufacturers advertise Sunsilk Hijab products with
the attraction that Sunsilk Hijab is a product that is 100% extracted from natural tea and
micellar ice which will give a cooling sensation to the scalp. Indonesia is a country with the
largest Muslim population in the world, so the hijab is certainly no Indonesians the Indonesian.
When wearing the hijab all day, women will feel hot and uncomfortable. So, from this problem
the Sunsilk Hijab product tries to attract consumers by providing an attraction that Sunsilk
Hijab is a product that has the right quality and product to be used by women who wear hijab.
The last analysis is Sunsilk Hijab in terms of symbolic capital. Sunsilk Hijab
advertisements use hijabi women as their advertising models. One of the Sunsilk Hijab
advertising models that has the most impact on society is Laudya Cynthia Bella. Laudya
Cynthia Bella is a celebrity figure who has been using Hijab for a long time, she is also known
to have a good image in society. This good image of Laudya Cynthia Bella certainly provides
benefits to Sunsilk Hijab advertisements because the success of advertisements, in general,
cannot be separated from the role of the endorser. People certainly will not be interested in
using a product if the product uses a model that has a bad image, for example, has a criminal
history.
Taste is very internalized in a person. Taste can show identity, from which group a
person belongs. People choose something based on social class. Taste can determine a person's
position in society. In the Sunsilk Hijab advertisement, it does not determine the social class of
the consumer whether he comes from the upper class or the lower class. From the price of the
Sunsilk Hijab product, it is still relatively cheap so it can be used by the lower class and the
upper class. Even in terms of advertisements displayed on the media, Sunsilk Hijab does not
represent social groups in society. Sunsilk Hijab products are neutral products, do not have a
representation of certain social groups, but Sunsilk Hijab products show the identity of Muslim
women.
References
Arifan, B. P., & Sudrajat, R. H. (2021). Analisis pesan moral dan daya tarik pesan pada iklan
marjan bulan ramdhan periode. e-Proceeding of Management: Vol.8, No.5 Oktober
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Budiasa, M. (2016). Representasi Kelas Sosial dalam Iklan Sostro. PROMEDIA, VOLUME
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Gomulia, B., & Manurung, E. M. (2015). IDENTIFIKASI MODAL KELUARGA PADA 3
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IKLAN TELEVISI (Iklan Wardah Shampoo "Daily Fresh" dan Iklan Sunsilk Hijab
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