MARYANTI, DEVI (2026) MAKNA CANTIK DALAM IKLAN PRODUK SOMETHINC "MEET THE 12 SUPER IDOL BLURRY SOFT LIP MATTE" (Analisis Tekstual Semiotika Ferdinand de Saussure). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze the meaning of beauty constructed in the Somethinc product advertisement "Meet The 12 Super Idol Blurry Soft Lip Matte" through Ferdinand de Saussure's semiotic analysis approach. The development of digital media and the cosmetics industry makes advertisements not only function as promotional media, but also as communication media that shape people's perspectives on the concept of female beauty. Somethinc advertisements present representations of women with diverse skin colors, characters, styles, and expressions as an effort to build a more inclusive concept of beauty. This study uses a constructivist paradigm with a qualitative approach and Ferdinand de Saussure's semiotic analysis method that focuses on the relationship between signifiers, signifieds, and signs. The object of the study is Somethinc advertisements which are analyzed based on visual elements such as lipstick color, facial expressions, skin color, body gestures, clothing, lighting, background, and shooting techniques. The results of the study show that (1) the signifier in advertisements is represented through visual elements such as lipstick color, facial expressions, skin color, clothing style, gestures, lighting, and shooting techniques which become physical forms of signs in conveying messages. (2) The signified constructed from these visual elements represents a woman who is confident, elegant, modern, feminine, bold, and expressive, and has the freedom to express her identity. (3) The relationship between the signifier and the signified produces a sign that beauty is no longer understood as a uniform physical standard, but rather as a representation of the diversity of women's identities, characters, and self-confidence. Thus, the Somethinc advertisement functions not only as a promotional medium for cosmetic products but also as a communication medium that constructs an inclusive meaning of beauty through a system of signs as explained in Ferdinand de Saussure's semiotic theory. Keywords: Ferdinand de Saussure's Semiotics, The Meaning of Beauty, Advertisement, Somethinc, Representation of Beauty. Penelitian ini bertujuan untuk menganalisis makna cantik yang dikonstruksikan dalam iklan produk Somethinc "Meet The 12 Super Idol Blurry Soft Lip Matte" melalui pendekatan analisis semiotika Ferdinand de Saussure. Perkembangan media digital dan industri kosmetik menjadikan iklan tidak hanya berfungsi sebagai media promosi, tetapi juga sebagai media komunikasi yang membentuk cara pandang masyarakat terhadap konsep kecantikan perempuan. Iklan Somethinc menghadirkan representasi perempuan dengan warna kulit, karakter, gaya, dan ekspresi yang beragam sebagai upaya membangun konsep kecantikan yang lebih inklusif. Penelitian ini menggunakan paradigma konstruktivisme dengan pendekatan kualitatif dan metode analisis semiotika Ferdinand de Saussure yang berfokus pada hubungan antara penanda (signifier), petanda (signified), dan tanda (sign). Objek penelitian berupa iklan Somethinc yang dianalisis berdasarkan unsur-unsur visual seperti warna lipstik, ekspresi wajah, warna kulit, gestur tubuh, busana, pencahayaan, latar, serta teknik pengambilan gambar. Hasil penelitian menunjukkan bahwa (1) penanda (signifier) dalam iklan direpresentasikan melalui unsur-unsur visual seperti warna lipstik, ekspresi wajah, warna kulit, gaya berpakaian, gestur, pencahayaan, dan teknik pengambilan gambar yang menjadi bentuk fisik tanda dalam penyampaian pesan. (2) Petanda (signified) yang dibangun dari unsur-unsur visual tersebut merepresentasikan perempuan yang percaya diri, anggun, modern, feminin, berani, ekspresif, serta memiliki kebebasan dalam menunjukkan identitas dirinya. (3) Hubungan antara penanda dan petanda menghasilkan tanda (sign) bahwa kecantikan tidak lagi dipahami sebagai standar fisik yang seragam, melainkan sebagai representasi keberagaman identitas, karakter, dan rasa percaya diri perempuan. Dengan demikian, iklan Somethinc tidak hanya berfungsi sebagai media promosi produk kosmetik, tetapi juga sebagai media komunikasi yang membangun makna kecantikan yang inklusif melalui sistem tanda sebagaimana dijelaskan dalam teori semiotika Ferdinand de Saussure. Kata kunci: Semiotika Ferdinand de Saussure, Makna Cantik, Iklan, Somethinc, Representasi Kecantikan.
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