BRAND MAKE UP KOREA ADVERTISING AND WOMAN INTERPRETATION AT JAKARTA

ABSTRACT: Indonesian woman is a potential market for beauty industry entrepreneurs both from outside and within the country. But now, with the free market of the domestic cosmetics industry is facing challenges with the circulation of imported cosmetics products in the domestic market, one of the countries that aggressively do marketing in the field of cosmetics in South Korea. When viewed in general, the beauty industry in Korea to grow very rapidly, along with the emergence of dozens of Korean beauty brands that became known in the international world. This study uses analysis of reception studies, namely the meaning of the relationship between the mass media content and audiences and audiences as an active interpreter of Morley based on the thoughts of Stuart Hall. Audiences (Young Millenial Woman with their culture at Jakarta) have the freedom to interpret the meaning of the content of messages ( Make Korean Up Advertising) conveyed by the media and are categorized into 3 categories of active audiences, namely dominant hegemony, negotiated reading, and oppositional reading based on 7 items of ad content, ie ad duration, synopsis and narration, storyline, background place, talent, backsound music, and wardrobe of Pony Effect: That Girl Holiday Special Advertising Edition.
KEYWORDS: make up advertising, reception study, interpretation