Representation of beauty in MAKE OVER cosmetic advertisements: a semiotics study of verbal and visual elements

This research aims to analyze how beauty is portrayed in MAKE OVER cosmetic advertisements both verbally and visually. This research uses Roland Barthes' semiotic theory to examine the meaning conveyed through verbal and visual cues used in MAKE OVER cosmetic advertisements. This research uses descriptive qualitative methodology to collect and analyze data on MAKE OVER cosmetic advertisements sourced from its official Instagram account. The data collected consists of verbal elements (including slogans and descriptive sentences) as well as visual elements (including images, color schemes, and layouts) present in the advertisements. The results of this study reveal that MAKE OVER advertisements use verbal and visual cues to represent beauty. Verbal elements are explained as examples such as the brand name "MAKE OVER", which conveys the meaning of beauty related to the process of transforming or improving one's appearance. In the world of beauty, another meaning of this brand name can facilitate positive changes in one's appearance to become more charming when using makeup from MAKE OVER cosmetics. Verbal representation of beauty is also exemplified through the slogans of MAKE OVER products. For example, "Beauty beyond compare" articulates beauty verbally by conveying the idea of excellence, exclusivity, perfection, and superiority associated with MAKE OVER products in producing extraordinary beauty results. The visual cues used in the MAKE OVER advertisement are to represent beauty. Like a picture of a model which serves to communicate the idea that using this product can produce perfect and radiant skin as seen in the picture. In addition, the depiction of the model can also aim to symbolize the ideal picture of beauty that the target market wants or aspires to. In conclusion, this research shows that MAKE OVER advertisements use strong verbal and visual cues to represent the desired beauty.