BEAUTY REPRESENTATION IN L’OREAL PARIS SKINCARE AND HAIRCARE ADVERTISEMENT: ROLAND BARTHES’ SEMIOTIC ANALYSIS

This study focuses on the representation of beauty in verbal and visual signs and their meanings that appear in L'Oreal Paris skincare and haircare advertising videos. This study employed a descriptive-qualitative method to identify and understand each element of the subject under study. For the analysis, Barthes’ (1968) theory of meaning was applied to analyzed the denotative and connotative meanings of both verbal and visual signs found in the L'Oréal Paris advertising video. To collect data, the researcher conducted several stages to collect data. First, searching for those music videos on the YouTube platform. Second, watching it repeatedly while noting the verbal and non-verbal signs. A total of 61 signs were analyzed, consisting of 34 verbal signs and 27 visual signs, each containing both denotative and connotative meanings. The meanings conveyed through the verbal and nonverbal signs in the advertisement indicate that beauty is represented by the confidence radiated by each individual. Beauty is not defined by skin color, but by how well a person takes care of their skin to keep it healthy into old age.