FEMVERSTING DALAM IKLAN: KAMPANYE #LIVEWITHOUTLINES OLAY INDONESIA

Abstract

The term femvertising emerged in the 1980s and was used by brands and advertisers as an attempt to get involved
in supporting the spread of the feminism movement. On the other hand, femvertising was utilized as an attempt by
companies to form new branding under the guise of supporting women. This research examines the femvertising
movement of Olay anti-aging products with the tagline #LiveWithoutLines which invites women in Indonesia to
eliminate the lines made by others to limit ourselves as women. Using Roland Barthes' semiological method, this
paper reveals that Olay's #LiveWithoutLines tagline cannot be considered as part of femvertising but rather brings
discourse into a commodity form that does not threaten the prevailing dominant power