Dark-Skinned Woman‟s Image Represented in Avon‟s Catalog 2022 „WHAT‟S NEW‟ Cosmetic Advertisements: A Semiotic Study

Diharjo, Marciella Liauwren (2023) Dark-Skinned Woman‟s Image Represented in Avon‟s Catalog 2022 „WHAT‟S NEW‟ Cosmetic Advertisements: A Semiotic Study. Skripsi thesis, Universitas Widya Kartika.

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Abstract

In this case the researcher wants to analyze 3 posters of advertising posters for the Avon Catalog 2022 product 'WHAT'S NEW' out of a total of 27 posters that represented a dark-skinned women using semiotic. The darkskinned women who became the object symbolized that the advertised product was suitable for all skin types. This research uses a qualitative approach descriptive analysis. Therefore, the purpose of this study is to identify the signs (icon, index, symbol) and to find out the meaning of messages contained in advertising posters through Peirce's theory. The results of this study indicate that there are 13 signs on 3 Avon advertising posters. Besides that, the researcher also found the meaning of each symbol by using dark-skinned women which shows that they can also be a good impact in the world of beauty. It could be concluded that each advertisement had different sign and also different meaning. These differences had given different interpretation. From the semiotics analysis of 3 advertisements, the advertiser's complex idea can be easily delivered by the consumer.

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