Beauty Stereotype Of Selected Digital Advertisement On Emina Brand (Semiotic Analysis)

Adhea Az Zahra, . (2024) Beauty Stereotype Of Selected Digital Advertisement On Emina Brand (Semiotic Analysis). Other thesis, Universitas Pamulang.

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Abstract

This study aims to analyze the semiotic process and beauty stereotypes in selected digital advertisements of the Emina brand. Pierce's triadic semiotics is used to identify and analyze the data, focusing on the representamen, object, and interpretant. In addition, this study also uses Wolf's beauty stereotype theory to identify the form of beauty stereotypes in advertisements. This study uses a qualitative descriptive method by focusing on the description and interpretation of advertising from the selected digital advertisement on Emina Brand. Ten digital advertisements were selected from Emina brand's official Instagram account to be analyzed in this study. The results of this study found that semiotic elements consisting of representamen, object, and interpretant are present in the selected digital advertisements on Emina brand. The results showed 51 semiotic elements and meanings from 10 data of selected digital advertisements on Emina brand with 18 icons and 33 symbols. It also shows that the advertisements reinforce beauty stereotypes that include fair skin, a clean face, and a youthful look. So it can be concluded that the selected digital advertisements on Emina brand have the same message, which is to persuade readers to buy Emina brand products even though the signs contained in each advertisement are different and beauty stereotypes that exist in the media often shape people's views on the definition of ideal beauty, which can have an impact on individual perceptions and self-image, and reinforce certain beauty stereotypes, such as fair skin, smooth face, and youthful appearance as ideal beauty standards. Keywords: Beauty, digital advertising, Peirce's theory, semiotics, stereotypes.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Beauty, digital advertising, Peirce's theory, semiotics, stereotypes
Subjects:	P Language and Literature > PR English literature
Divisions:	Faculty of Law, Arts and Social Sciences > School of Humanities
Depositing User:	Agus Sugiarto
Date Deposited:	26 Feb 2025 07:39
Last Modified:	26 Feb 2025 07:39
URI:	http://repository.unpam.ac.id/id/eprint/16390

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