Analisis Semiotika Standar Kecantikan pada Iklan Pantene Miracles Hair Supplement Baru! – Bye #Rambutcapek Hello #Rambutkecharged

Abstract

This research is titled "Semiotic Analysis of Beauty Standards in Pantene Advertisements New! Miracles Hair Supplement —Bye #RambutCapek Hello #RambutKeCharged". The aim of this research is to find out myths that can be extracted from the meaning of signs and explain the representation of beauty standards in Pantene advertisements. The theory used in this research is representation. This research is a qualitative research with a constructivist paradigm, using Roland Barthes' semiotic analysis method through the analysis at the denotative, connotative, myth and 5 reading codes. The results of this research explain that in Pantene advertisement Bye #RambutCapek Hello #RambutKeCharged, denotatively, connotatively and mythically describes a deconstructed meaning of beauty standards. The beauty standards in this research present through the image of a man, with long black hair, a full body, brown skin, a loud voice, and speaks with a certain accent from one of the tribes in Indonesia.