KONSTRUKSI TANDA-TANDA KECANTIKAN DALAM IKLAN KOSMETIK WARDAH (Analisis Semiotika Pada Produk Wardah Exclusive Series New Edition)

Communication is part of daily activities, both directly and through mass media. Technological developments have made access to information easier and changed the way advertisements are delivered. If previously television was the main media, now digital platforms such as YouTube, Instagram, and TikTok are more dominant in spreading advertising messages. The rapid development of technology has caused a shift in the meaning of beauty representation in advertisements. Advertisements not only function to promote products but also shape the company's image and public opinion. Based on this, this research examines the Representation of Women's Beauty in Wardah Cosmetic Ads using Roland Barthes Semiotics Analysis. In this study, researchers used the Roland Barthes semiotics method, feminism theory with qualitative research type and constructivism paragraph. The location of the research that researchers conducted using the wardah beauty youtube account which was taken on one of the 30-second advertising video shows with the title wardah exclusive series new edition. The results of this study conclude that the advertisement found a rift that is not in accordance with the connotative meaning circulating in society so that this study emphasizes more on the representation of women as individuals in Wardah exclusive series new edition advertisements.The conclusion obtained in this study shows that Roland Barthes semiotics representing modern women's beauty seen in denotative, connotative, myth and hidden meaning states that representing beauty is the result of an idealized lifestyle that does not always reflect the reality of women in society in general.