KONSTRUKSI TANDA-TANDA INSECURE PADA WANITA DALAM IKLAN YOUTUBE (Studi Analisis Semiotika Pada Iklan Emina Ms.Pimple Series)

Recently, advertisements for beauty products have been appearing in various mass media. This advertisement often raises the issue of insecurity which is used as the spotlight of the advertisement promote their products and don't forget to display models that have them physical appearance that meets beauty standards. One of the highlights of the ad the feeling of insecurity is Emina's ad. This research wants to know what the signs are Feelings of insecurity in women are constructed in the Emina advertisement version of the Ms. Pimple series

This research uses the semiotic theory put forward by Roland Barthes,
to analyze the signs of constructed insecure feelings contained within
Emina advertisement. Basically, semiotics according to Barthes aims to understand how Humans give meaning to objects or concepts around them.

Researchers use a qualitative approach with interpretive research type
semiotic method, this type aims to reveal the ideological values ​​implied through meaning of denotation, connotation and advertising myths of the Emina Ms. Pimple series. Data collection technique
The research uses document study by observing and analyzing
documents relevant to the research carried out.

The research results show that in the Emina Ms, Pimple Series advertisement there are signs of insecurity. The advertisement shows a picture of women feeling insecure, namely feeling not satisfied with one's physical appearance, such as acne, having acne-prone skin does not meet beauty standards, because women are required to have white skin, smooth, and slim body. Insecurity can affect your level of self-confidence and individual effectiveness in interacting, so that insecurity can affect quality interpersonal communication.