Dekonstruksi Citra Kecantikan Perempuan Indonesia Melalui Iklan ( Analisis Semiotika Roland Barthes Dalam Iklan Produk Body Lotion "Ragam Cantik Indonesia Citra")

The existence of women since ancient times will not be separated from beauty. Beauty is synonymous with women until there are many ideal and inherent beauty standards that are represented through physical characteristics such as long straight hair, black, and an ideal body. There are many things that we can interpret depending on how we see as humans. So, there are various kinds of representations that we create based on realistic things that happen. Similarly, the deconstruction of beauty is the basis of research to better understand and comprehend its concepts. Women have become beings that are constructed to be beautiful, beautiful, like the meaning of beauty itself.
The theory used is Semiotics by Roland Barthes and combined with Derrida's deconstruction theory to unpack through the signs in the Citra bodylotion advertisement “Ragam Cantik Indonesia Citra”. The data collection technique in this research is documentation technique, studying literature related to the formulation of the problem, and online data search to get online data and information.
Based on the results of this study, researchers found deconstruction findings including: the meaning of physical beauty by not merely fixated on white skin color and curvy body. Rather, the unique appearance with curly hair and brown skin color shows self-confidence combined with the clothes worn that depict typical Indonesia. In this advertisement, there is also diversity owned by each ad actor and activities that illustrate caring for culture and embracing differences. The results of this study found that beauty in this advertisement is an attempt to destroy or dismantle the ideal female beauty order.