Beauty concept om L'oreal Paris commercial advertisement

Mutmainnah, Anit (2017) Beauty concept om L'oreal Paris commercial advertisement. Diploma thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

Advertisement is a medium to deliver message to people with the goal to influence them to use certain products. Semiotics is applied to develop a correlation within element used in an advertisement. In this research, the writer explores the meaning of sign in semiotic signification. The writer focuses on seven advertisements of L’Oreal Paris to know about Connotation meaning or beauty concept according to L’Oreal Paris advertisement. The method used in this research was descriptive qualitative analysis with audio scripts and images of the advertisements. Where the writer describes and interprets the sign on the seven advertisement of L’Oreal Paris. To answer the research of question, the researcher uses theory of Saussure and Barthes. It is conducted to: (1) To identify the meaning of sign used on L’oreal Paris commercial advertisement. (2) To identify beauty concept related with a sign on L’Oreal Paris commercial advertisement. The writer found there are 21 signs consisting of seven images and fourteen prase and called signifier. From the analysis,the researcher concludes that L’Oreal Paris advertisement create ideological concept about beauty. And the beauty concept of L’Oreal Paris advertisement talk about appreciate everyone in this world. beside promote the product, L’Oreal Paris advertisement also contain message to all human in this world that we all Worth it. The writer suggests that the next researchers conduct a study on semiotics by using another form of advertisement. The next researchers are also suggested that they use some other theories to gain better understanding about semiotics.

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