A Semiotic Analysis of Roland Barthes on MS Glow Beauty Advertisement on YouTube
DOI:
https://doi.org/10.24114/tj.v14i1.67345Keywords:
Visual Signs, Verbal Signs, Semiotic in Advertisement, MS GlowAbstract
This study is about analyzing semiotic of Roland Barthes on MS Glow Beauty Advertisement on YouTube. The objectives of this study were to find out the denotative and connotative meaning also the myths’ representation used by MS Glow throughout the classification of signifier and signified. The method used in this study was descriptive qualitative method. The data was about 16 screenshots captured consists of visual and verbal signs which taken from the 3 sources data that is contained in MS Glow Beauty advertisement on YouTube. The findings showed a number of visual signs and verbal signs had balanced where visual signs for picture had 14 signs and visual signs for text in picture had 13 signs, while the verbal signs with tag line consists 11 signs and verbal signs with dialogue consists 16 signs. Both of visual signs and verbal signs conveyed denotative meaning that is realized by visual signs as picture or text in picture, verbal signs as tag line or dialogue. Meanwhile, connotative meaning realized as giving meaning for every single sign and the myths’ representation for advertisements where belief of beauty was belongings to women who have white skin only, not for dark skin and it was also occurred for men. The implication of this study is to give understanding of semiotic approach focused on advertisement.References
Akinro N & Memani L. M (2019). Black is not beautiful: Persistent messages and the globalization of “white” beauty in African women’s magazines. Journal of International and Intercultural Communication, 1-17. DOI: 10.1080/17513057.2019.1580380
Al-Momani K, Migdadi F & Badarneh F (2016). A semiotic analysis of intergeneric borrowings in print advertisements in Jordan. Social Semiotics, 26(1): 36-58. 10.1080/10350330.2015.1046217
Alamouti H. A (2017). Conceptual Analysis of the Dove and Goat Motif on a Nishapur Pottery Vessel in Light of Roland Barthes’ Approach to Mythology. Journal of the British Institute of Persian Studies, 2-13. DOI: 10.1080/05786967.2017.1388679
Bignell J (1997). Media Semiotic. Manchester and New York: Manchester University Press.
Chandler. D (2002). Semiotics The Basics. USA and Canada: Routledge.
Condon C, Perry M, & R O’keefe (2004). Denotation and connotation in the human – computer interface: The ‘Save as . . .’ command. Behaviour & Information Technology, 23(1): 21-31. DOI: 10.1080/01449290310001637415
Damayanti N P W, Santika A D M & Pratiwi D P E (2021). Semiotic Analysis of Mentos Advertisement. Journal of Arts and Humanities, 25(3): 259-268.
Eco, U (1976). A Theory of Semiotics. Bloomington: Indiana University Press.
Edmonds A & Leem S Y (2020). Making faces racial: how plastic surgery enacts race in the US, Korea and Brazil. Ethnic and Racial Studies, 1-19. DOI: 10.1080/01419870.2020.1791353
Evolvi G (2016). The Myth Of Catholic Italy In Post-Fascist Newsreels. Media History, 2-15. DOI: 10.1080/13688804.2016.1207510
Fitriani S (2017). FENOMENA PERAWATAN MAHASISWI DI KLINIK KECANTIKAN: STUDI KASUS D’RISYA SKIN CARE CLINIC MEDAN. Retrieved July 24th, 2022 from Fakultas Ilmu Sosial, Universitas Negeri Medan.
Flick U (2014). The SAGE Handbook of Qualitative Data Analysis. London: SAGE Publicatons Ltd.
Frederick W, Langrehr, & Caywood C. L article (2012). A Semiotic Approach to Determining the Sins and Virtues Portrayed in Advertising. Journal of Current Issues & Research in Advertising, 17(1): 33-47, DOI: 10.1080/10641734.1995.10505024
Kim J. E, Lloyd S, Adebeshin K & Kang J. Y. M (2018). Decoding Fashion Advertising Symbolism in Masstige and Luxury Brands. Journal of Fashion Marketing and Management: An International Journal. DOI: 10.1108/JFMM-04-2018-0047
König J. C. L, Wiedmann K. P, Hennigs N & Haase J (2016). The legends of tomorrow: A semiotic approach towards a brand myth of luxury heritage. Journal of Global Scholars of Marketing Science, 26(2): 198-215. DOI: 10.1080/21639159.2016.1143155
Kurniawan C. C & Wahjuwibowo I. S (2021). Mitos Kecantikan Laki-Laki Dalam Iklan Laneige Homme ft Park Seo Joon: Analisa Semiotika Roland Barthres. Retrieved September 20th, 2023 from Fakultas Ilmu Komunikasi. Universitas Multimedia Nusantara.
Laware M. R & Moutsatsos C (2013). “For Skin That's Us, Authentically Us”: Celebrity, Empowerment, and the Allure of Antiaging Advertisements. Women's Studies in Communication, 36(2): 189-208. DOI: 10.1080/07491409.2013.794753
Maggi A (2000). Visual and verbal communication in Francesco Pona's Cardiomorphoseos (1645). Word & Image: A Journal of Verbal/Visual Enquiry, 16(2): 212-224, DOI: 10.1080/02666286.2000.10435683
Matusitz J & Cowin E (2011). The Ongoing Transformation of the McDonald’s Logo: A Semiotic Perspective. Journal of Visual Literacy, 30(2): 20-38. DOI: 10.1080/23796529.2011.11674688
Mieves C (2018). ‘It doesn’t reveal itself’: erosion and collapse of the image in contemporary visual practice. Journal of Visual Art Practice, 17(2-3): 206-224, DOI: 10.1080/14702029.2018.1466455
Nurnanengsi (2016). REPRESENTASI KONSEP CANTIK DALAM IKLAN TELEVISI (Analisis Semiotika dalam “Iklan Pelelembab Wajah Fair & Lovely Versi Gita Virga”). Retrieved April 23rd, 2022 from Fakultas Dakwah Dan Komunikasi Universitas Islam Negeri, Alauddin Makassar.
Pessôa L. A. G. d. P, Costa A. d. S. M. d, Mello F. B. d & Tannuri M. P (2020). Nostalgia in Brazilian Mass Media Advertising: A Semiotic Perspective. Latin American Business, 1-28. DOI: 10.1080/10978526.2020.1749522
Pujiati T (2015). ANALISIS SEMIOTIKA STRUKTURAL PADA IKLAN TOP COFFEE. Jurnal Sasindo Unpam, 3(3): 1-22.
Purba N & Tambunan K (2021). Semiotic Analysis of Roland Barthes On Wardah Advertisement Version “I Face of Indonesia. Linglit Journal: Scientific Journal of Linguistics and Literature, 2(3): 113-126. DOI: 10.33258/linglit.v2i3.511
Santos F. P (2013). Brands as semiotic molecular entities. Social Semiotics, 23(4): 507-516. DOI: 10.1080/10350330.2013.799006
Saussure F. d (1983). Course In General Linguistics. London: Duckworth.
Schielke T (2019). The Language of Lighting: Applying Semiotics in the Evaluation of Lighting Design. LEUKOS, 1.22. DOI: 10.1080/15502724.2018.1518715
Sebeok T. A (2001). Signs: An Introduction to Semiotics. Toronto: University of Toronto Press Incorporated.
Sen E (2014). Semiotic Approach to Representation of Valentine’s Day in Print Advertisements: The Case of North Cyprus. Retrieved April 20, 2022 from Master of Arts in Communication and Media Studies Eastern Mediterranean University, North Cyprus.
Sobur, A (2016). Semiotika Komunikasi. Bandung: PT. Remaja Rosdakarya.
Uluğ E (2020). An investigation into the connotations of iconic buildings by using a semiotic model of architecture. Social Semiotics, 1-22. DOI: 10.1080/10350330.2020.1756590
Wager A. C & Wessels A (2016). Drama with street youth: visual methodology dialogues across distance. NJ, 40(1): 66-77. DOI: 10.1080/14452294.2016.1239500
Wang H, Fu H, & Wu Y (2020). To gain face or not to lose face: the effect of face message frame on response to public service advertisements. International Journal of Advertising, 1-18. DOI: 10.1080/02650487.2020.1763090
White L (2016). “It’s Time: Revolution and Evolution in Australian Political Advertising. Journal of Historical Research in Marketing, 8(3): 1-41. DOI: 10.1108/JHRM-08- 2015-0034
Yunita D, Nazaruddin A, Nailis W (2019). Pengaruh Youtube Advertising terhadap Brand Awareness dan Purchase Intention. Jurnal Manajemen & Kewirausahaan, 7(1): 36-46.
Zannah L (2020). PEREMPUAN DALAM KONSTRUKSI MITOS KECANTIKAN PADA MEDIA SOSIAL INSTAGRAM DI FAKULTAS ILMU SOSIAL UNIVERSITAS NEGERI MEDAN. Retrieved July 30th, 2022 from Fakultas Ilmu Sosial, Universitas Negeri Medan.
Zhang Y (2019). A Semiotic Study on Print Advertisements of Luxury Perfume Brands for Women. Asian Journal of Social Science Studies, 4(1):15-19. DOI: 10.20849/ajsss.v4i1.540
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Rut Damai Yanti Siahaan
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree with the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
- This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
