The Meaning of Beauty in Rare Beauty Video Advertisement

##plugins.themes.academic_pro.article.sidebar##

Published Apr 29, 2021
https://doi.org/10.51715/husocpument.v1i2.10
Download
PDF
Statistic
views: 2311 times
Vol. 1 No. 2 (2021): April: Journal of Humanities, Social Science, Public Administration and Management

##plugins.themes.academic_pro.article.main##

Ni Wayan Alan Mirani
Mahasaraswati University, Denpasar, Bali - Indonesia
Komang Dian Puspita Candra
Mahasaraswati University, Denpasar, Bali - Indonesia
Desak Putu Eka Pratiwi
Mahasaraswati University, Denpasar, Bali - Indonesia

Abstract

The researchers are tried to identify the meaning of beauty in Rare Beauty video advertisement. The data of this study were taken from one video on Rare Beauty Instagram account. Observation method was conducted in collecting the data through documentation and note-taking technique. The data were analyzed with descriptive qualitative method. The researchers used theory of meaning proposed by Barthes (1967) to identify the meaning of beauty in Rare Beauty video advertisement. The researchers found three meaning of beauty in Rare Beauty Video Advertisement. The first meaning of beauty is everyone is beautiful with their own uniqueness and there is no such a standard to consider as beauty. The second meaning of beauty is when the women are confident in expressing their beauty they will be happy. The third is everyone is different and the difference has to consider as the uniqueness so the women have to be confident because they are special. The last meaning of beauty is all women are beautiful with their skin tones, shapes and styles. Whatever their skin tones, their styles, they don’t need to compare themselves to the others because they are beauty in their own way.

##plugins.themes.academic_pro.article.details##

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

References

  1. Barthes, Roland. Elements of Semiology. Hilland Wang, New York, p. 35, 1967.
  2. Nopiyati, D. (2018). “Sign And Meaning Related To Hair Styles Found In Allure Magazine Cover”. Vivid: Journal of Language and Literature, Vol. 7 (2), pp. 71-79.
  3. Sidauruk, J. (2019). Semiotic Elements Of Barthesian Model On “Zooey Deschanel” Pantene Shampoo Print Advertising. Wanastra: Jurnal Bahasa dan Sastra, Vol. 11 (2), pp. 127-140.
  4. Isnaniah, S., & Agustina, T. (2020). ““Covid-19” Meme in Social Media: Study of Roland Barthes Semiology”. BAHTERA: Jurnal Pendidikan Bahasa dan Sastra, Vol. 19 (2), pp. 351-378.
  5. Dwita, D. (2018). “Gender equality in media television (semiotics analysis of fair and lovely advertisement issue of marriage or master degree)”. Komuniti: Jurnal Komunikasi Dan Teknologi Informasi, Vol. 10 (1), pp. 37-43.
  6. Firdaus, M. (2018). Makna kecantikan dalam iklan: analisis semiotika Roland Barthes iklan Citra Sakura Fair UV versi Febby Rastanty. Thesis. Doctoral dissertation, UIN Sunan Ampel Surabaya.
  7. Hornby, A, S. Oxford Advanced Learner’s Dictionary of International Student Edition (Ninth Edition). Oxford University Press, United Kingdom, p. 33, 2015.
  8. Sama, R. (2019). “Impact of media advertisements on consumer behaviour”. Journal of Creative Communications, Vol. 14 (1), pp. 54-68.
  9. Candra, K. D. P., & Puspita, I. G. A. V. W. (2019). “The interpretation of verbal and visual signs in education advertisements: submission of new university students”. Journal of Applied Studies in Language, Vol. 3 (1), pp. 81-90.
  10. Rare Beauty, https://instagram.com/rarebeauty?igshid=ryq312zyf3hehttps://instagram.com/p/CEkEDarHoYr/ , 2020, retrieved September 20, 2020.