BEAUTY REPRESENTATION IN WARDAH CRYSTAL SECRET DAY CREAM ADVERTISEMENT : A STUDY OF THE CONNOTATIVE AND DENOTATIVE
Keywords:
Beauty representation, Wardah advertisement, denotative meaning, connotative meaning.Abstract
This study discusses the representation of beauty in the Wardah Crystal Secret Day Cream advertisement by analyzing the denotative and connotative meanings embedded in its visual and textual elements. Using Roland Barthes’ semiotic theory, the research applies a qualitative descriptive method to reveal how signs such as the model's image, color usage, visual symbols, and word choices construct both literal and deeper cultural meanings. The data were obtained from the Wardah Crystal Secret Day Cream advertisement on YouTube, selected for its high engagement and rich symbolic elements. On the denotative level, the advertisement presents images of bright, clean, and healthy-looking skin as the result of using the product. On the connotative level, however, it builds associations with ideals such as perfection, self-confidence, purity, and modern beauty standards. These meanings reflect values commonly found in popular culture and the global beauty industry. The findings show that the advertisement's visual and verbal communication strategies not only promote the product but also shape social perceptions of beauty. Therefore, understanding both denotative and connotative dimensions is essential for examining how advertisements influence public views on self-image and aesthetics.
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