Iklan Casting Sabun Mandi Sarah - Azhari Work

The story of the "soap commercial casting" involving Sarah Azhari

Abstract:

This paper analyzes the iklan (advertisement) casting of Sarah Azhari in Indonesian bath soap commercials as a case study of celebrity commodification, moral economy, and visual semiotics. It argues that Azhari’s casting was not merely a marketing choice but a strategic alignment of her “kontroversial namun elegan” (controversial yet elegant) persona with the dual demands of aspirational hygiene and soft eroticism. Using Roland Barthes’ semiotic theory and Indonesian media history, the paper examines how her gaze, gestures, and vocal tonality constructed a modern female subject who was simultaneously desiring and desirable—yet always within the bounds of heteronormative beauty standards. iklan casting sabun mandi sarah azhari work

Konsep utama: "Bersinar Alami" — menonjolkan kharisma, percaya diri, dan kesegaran alami. The story of the "soap commercial casting" involving

iklan casting sabun mandi

Before Sarah Azhari, soap commercials featured smiling housewives. After her work, advertisers realized that tension and sensuality sold soap better than cleanliness. the paper examines how her gaze