Kawaii Image on the Eskulin Japanese Cologne TV Advertisement

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Kawaii is a feature of Japanese popular culture utilized to assess inanimate or animate objects with small, fragile, funny, cute, and adorable physical expressions, causing people to feel a desire to protect them. This catchword has been popular beyond Japan, including Indonesia. This study analyzed a TV advertisement in Indonesia, ie Eskulin Japanese Cologne that had been aired since 2015 through the employment of Roland Barthes’ semiotics theory. Research results discovered that the presence of kawaii imagery that had appeared on the symbols in advertisements represented the first layer of meaning (denotation meaning), such as the use of the word kawaii in its written and oral form. Japanese animation elements were implemented to convey expression as well as soft pastel colors dominated by pink, and symbols representing Japan such as cherry blossom flowers. The second layer of meaning (connotation meaning) indicated that kawaii was an identity signifier of the Eskulin Japanese Cologne product and the girl in the advertisement. Finally, the emerging myth, relating to the connotation meaning, were that femininity was closely associated with the beauty of a Japanese lady, symbolized through the signs in the scenes of the advertisement.
Original languageEnglish
Title of host publicationMedia And Communication In The Politics, Industrialization, And Empowerment
Number of pages6
Publication statusPublished - 2018

Publication series

NameProceedings of the International Post-Graduate Conference on Media and Communication (IPCOMC 2017)
ISSN (Print)2184-3651


  • Eskulin Japanese Cologne advertisement
  • kawaii
  • kawaii imaging
  • Roland Barthes’ Semiotics


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