Beauty Ideology in Skincare Product Advertisement: A Semiotic Analysis

The purpose of this study is to describe beauty ideology in the advertisement of two skincare product brands by using Peirce's semiotic analysis. The study aims to attain the relationship of the Representamen and Object (lcon, Index and Symbol) in "Scarlett and "Skintific skincare advertisement, .the ideology constructed by manufacturer in "Scarlett" and "Skintific" skincare Advertisement, and the ideology meaning constructed by manufacturer in the "Scarlett" and "Skintific" skincare advertisement. This study was a descriptive qualitative interpretative. The objects of the study are scarlett and skintific advertising taken from Youtube, from Scarlett and Skintific officia! channels and instagram of scarlett and skintific. In this study, Peirce's Semiotic was applied to analyze skincare products advertisements. The data of this study were taken from the verbal language (text) and non-verbal (images) of skincare product advertisements. The result of this study shows that both of these brands use a comparable strategy in order to manipulate customers. Therefore, it is possible that other brands of skincare products use the same methods to advertise their productsʻand brands. The manipulation may be hidden by other manufacturers by using their own concepts, but those brands may still use the same beauty principles and portray theirproducts and brands in a manner that is quite similar. The advertisements for Skintific's products use scientific lexicons, using phrases such as "scientified product's ingredients," "scientified product's length," and "product testing." On the other hand, Scarlett uses several terminologies associated with eco-friendly beauty to give the impression that its products are natural. Scarlett uses a Korean-related term in their skincare products, although Skintific does not use this term in any of their products. Both brands begin with the presumption that certain skin characteristics, the environment, or other items are the source of the issue, and then they proceed to develop their products as a solution to the issue.