WOMEN'S IMAGE REPRESENTED ON DOLCE & GABBANA ADVERTISEMENT
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
WOMEN’S IMAGE REPRESENTED ON DOLCE & GABBANA
ADVERTISEMENT
Chendy Cynthiana Sari1*, Eka Fadilah2
1, 2Universitas Widya Kartika
Abstrak
Periklanan merupakan salah satu bentuk informasi yang menyampaikan pesan suatu produk atau jasa. Informasi
ini ditujukan untuk umum. Lebih jauh lagi, iklan dapat mempengaruhi keinginan dan pikiran orang tentang produk
atau layanan yang kemudian membujuk mereka untuk menjadi konsumen. Studi penelitian ini menggunakan dua
iklan yaitu Iklan Dolce & Gabbana di Majalah Elle edisi Mei 2020. Kedua iklan tersebut adalah Dolce & Gabbana
Millenialskin On-The-Glow Tinted Moisturizer dan Dolce & Gabbana Passioneyes Intense Volume Mascara.
Kedua produk ini memiliki banyak makna simbolis. Melalui analisis penelitian ini, tanda-tanda visual dan frasa
verbal berpengaruh membangun representasi makna simbolik. Dalam memahami makna, peneliti menggunakan
teori semiotik dari Ferdinand de Saussure dan Rolland Barthes, serta struktur iklan menurut teori Leech. Teori-
teori tersebut digunakan untuk mengetahui makna simbol yang terkandung dalam iklan dan bagaimana
merepresentasikan citra perempuan.
Kata Kunci: Periklanan, Makna Simbolik, Semiotika.
Abstract
Advertising is one of the forms of information which conveys messages of a product or service. This information is aimed
to the public. Furthermore, advertising can influence people’s desire and minds about the product or service which then
persuades them to be the consumer. This research studies use two advertisements which are Dolce & Gabbana
Advertisement on Elle Magazine on May 2020 edition. These two advertisements are Dolce & Gabbana Millenialskin
On-The-GlowTinted Moisturizer and Dolce &Gabbana Passioneyes Intense Volume Mascara. These two products have
many symbolic meaning. By this research analysis, visual signs and verbal phrases are influential to builds the
representation of symbolic meaning. In understanding the meaning, the researcher use semiotic theory by Ferdinand de
Saussure and Rolland Barthes, also structure of advertising by Leech’s theory. The theories are used to find out the meaning
of symbol contained in the advertisements and how it represents women’s image.
Keywords: Advertising, Symbolic meaning, Semiotics.
*)
Penulis Korespondensi A-1-1
1. INTRODUCTION advertisements are advertisements that are able
Advertising is a form of information that to attract the buying power of the readers.
contains an interesting message about a product This study uses a semiotic approach to
or service aimed at the public. It is one of the interpret the meaning behind the advertisement.
most strategic media to attract attention or The writer analyzes two products of Dolce &
persuade readers to buy. According to Aashish Gabbana that were published in Elle Apps, a
(2019), advertising activities can also be French Magazine. On Elle Magazine Apps,
categorized into 5 types based on the May 2020 edition, there are 92 pages. The
advertisement medium used. These types of writer use Elle Magazine which is on a Mobile
advertisements are print advertising, broadcast Apps because of it is easier to read anywhere
advertising, outdoor advertising, digital and the other benefit is that is free to download.
advertising and product or brand integration. Elle is a worldwide lifestyle magazine of French
Advertising has experienced many origin that focuses on fashion, beauty, health
changes from the ancient Egyptian etchings, to and entertainment. It was founded in 1945 by
print ads, to the Golden Age of Advertising, to Hélène Gordon-Lazareff and her husband, the
today where highly targeted, personalized online writer Pierre Lazareff. According to Adam
ads are the only way to succeed in today’s (2017), in the early 21st century Elle had the
marketing world (Quick, 2020). According to largest readership of any fashion magazine in
Frolova (2014), it was the 20th century when the world. Elle has grown to consist of 43
advertising became this so popular – primarily international editions in more than 60 countries.
due to the unprecedented growth rate of world Elle means "she" or "her" in French. Elle
industrial production, as well as due to the Magazine is one of the leading women's fashion
appearance of more and more sophisticated and beauty publications on the market. With a
means of creating and distributing focus on inspiring every woman to create her
advertisements: multicolor printing, analog and own unique style, it offers an aspirational model
then digital radio, television, satellite that, at the same time, is attainable for the
communications, and finally, computers and the empowered woman. Lazareff considered
Internet. women to be actors in society’s evolution,
Advertisements are made by choosing motivating them to invest themselves in key
images, colors, slogans as attractive as possible issues, gain their financial independence and
so it easily remembered by readers. Therefore, position themselves as equal to men. This is
a picture serves to emphasize the text in very interesting because gender equality is
building a good message. From the linguistic indeed very necessary nowadays. It is related
perspective, advertisement complements are with the condition where women and men
vital in shaping consumers thought to interpret should not be any gap.
meaning. An advertisement contains logos, In the world of magazine
pictures, colors, brands, and slogans. According advertisements, women are often used as a
to Eco (1976), semiotics is concerned with model. It forms a women's image in society
everything that can be taken as a sign. When the and it is interesting to study it. According to
advertisement was made and it can be Robin (2020), beauty has financial value.
understood by readers, then an advertisement Beautiful people delight the eye but also
can be distributed properly. In accordance with intrinsically better humans. Attractive people
Berger (2000), human could understand of are paid higher salaries. It is really a
something only through sign. In his mind, logic combination of beauty, intelligence, charm,
is the same as semiotic and semiotic could be and collegialitythat serves as a recipe for better
applied to all kinds of signs. Good pay. There are many beauty product
*)Penulis Korespondensi A-8-2advertisements that offer a beautiful model of expanded their reach in the cosmetics field.
advertisements to attract consumers. In order to Dolce & Gabbana has called on one of its most
look attractive and cover all these famous, and glamorous, fans to front its very
shortcomings, women usually use cosmetics. first make- up campaign: Scarlett Johansson.
It makes them feel beautiful, it gives them According to Claire (2009), this will be the
confidence, it helps them be more empowered first time that Dolce & Gabbana has stepped
and makes them more attractive Hazel, 2020). into the beauty world, albeit for a hugely
People will indeed appreciate others who look successful line of perfumes. ‘We see make-up
attractive like if meet a new person, the first as another thing for women, like a dress. We
thing that will be noticed is the physical worked on the make- up line like we work on
appearance. If a person is less attractive, a clothing collection — you can change make-
naturally people will less value them. up like you can change your clothes,
There are two Dolce & Gabbana depending on your mood,’ Gabbana told
cosmetic products on Elle Magazine. The WWD. The first collection will be inspired by
writer chose this products because from Mediterranean shades and the lipsticks will be
analyzing the advertising image, it can give rose scented. According Webster (1981),
clear detail to answer about women’s image. cosmetic is defined as “a preparation (except
The May edition is chosen because it is the soap), preserving, or changing the appearance
most recent so it is most relevant to the of a person as for conditioning, cleansing,
nowadays society. The writer just focus on the coloring.”
most recent women's image shown by the Dolce & Gabbana shows a female
magazine due to the women's image that is medley style that reflects vibrant appearance,
continue to evolve from time to time to reflect lifestyle, culture and age. Every amazing
current women's image in the society. Dolce woman transforms into a luxurious make up
& Gabbana was founded in style, bringing her own unique touch and
1985 in Legnano by Italian designers perspective. The cosmetic products from
Domenico Dolce and Stefano Gabbana. Dolce & Gabbana advertisements were chosen
Domenico Dolce was born in Palermo, Sicily because it is related to the issue raised which is
in 1958. In 1986, they produced Dolce & about today's women who are mostly more
Gabbana's first collection called "Real confident when using makeup. According to
Women". In 1989 the Dolce & Gabbana Thompson (2009), Cosmetic retailers design
swimwear and underwear line was launched. advertising to alter women's attitudes toward
Madonna ordered a corset made of gemstones cosmetics, encouraging them to buy more
and a jacket to wear in Cannes to launch her products. Many advertisers shape this attitude
film Truth or Dare: In Bed with Madonna by by encouraging women to feel dissatisfied
Alek Keshishian (1990). In with their appearance. Women feel pressure to
1992 the company launched their first meet an idealized beauty standard, cosmetic
fragrance, Dolce & Gabbana. Instant and advertisements that offer women the
sustainable success, Dolce & Gabbana opportunity to live up to that standard can
continues to issue fragrances and colognes for be highly effective, encouraging more
men and women. cosmetic purchases. The women’s image in
Dolce & Gabbana itself was originally advertisement is influential on the women’s
an Italian luxury fashion house that sells image in society. The products selected are
clothing, footwear, handbags, sunglasses, Dolce & Gabbana Millenialskin On-The-
watches, jewelery, perfumes and cosmetics. Glow Tinted Moisturizer and Dolce &
Success in the fashion field, Dolce & Gabbana Gabbana Passioneyes Intense Volume
*)Penulis Korespondensi A-8-3Mascara. promoting sales of a commercial product.
This study is related to visual and verbal There are four parts following advertisement
where Saussure, Barthes and Leech theories structures, which are headline, body copy,
are combined to analyze the advertisement. In signature line and standing details.
this analysis, the writer use Saussure’s theory In this study, the writer also use the
which deals with the signs that classified into qualitative method. Qualitative use to explain
the signifier and the signified. The application symbolic sign in advertisement through the
of semiotic in this study continues with visual signs from Dolce & Gabbana
Barthes’ theory that developed the semiotics Advertisement. The writer uses
from linguistics to visual image, such as the advertisements that related to linguistics
photography, advertisement and movement study.
picture. In addition to using the semiotic
theory, the writer also applies the theory of 3. FINDINGS AND DISCUSSION
advertising by Leech. The analysis of this 1. The meaning of the symbol contained
study is based on signs of linking existing and in the Elle Magazine Apps
nonexistent in the text, which in this case is In analyzing the symbolic meaning, the
a Magazine Apps writer begins with visual and verbal phrases
advertisement. In this study, semiotics by Saussure’s theory in this first
approach is needed to understanding the sign advertisement below:
of advertisement. This study discusses the
symbols that exist in the advertisement and
meaning of messages conveyed from visual
and verbal representations of woman’s image.
Hopefully, the readers could understand more
about semiotic study and be interested.
2. RESEARCH METHOD
There are two semiotics approach from
Ferdinand de Saussure and Rolland Barthes
that the writer use in this study. According to
Ferdinand de Saussure, there are two main
parts to any sign. These are signifier which
connotes any material thing that is signified,
be it an object, words on a page, or an image
and signified that explains the concept which Figure 1.
the signifier refers to. This would be the Visual Signs and Verbal Phrases in Dolce
meaning that is drawn by the receiver of the & Gabbana Millenialskin On-The-Glow
sign. Furthermore, Rolland Barthes uses the Tinted Moisturizer Advertisement
denotative and connotative ‘levels of
meanings’ to analyze the signs in visual From the Dolce & Gabbana Millenialskin On-
object. Barthes distinguished the analyzing of The-Glow Tinted Moisturizer advertisement
the signs into two, the verbal and non-verbal above, it can be seen that there are 6 visual signs
signs. Beside semiotic theory, the writer also and 5 verbal phrases found as described in the
use advertising theory from Leech. According following table:
to Leech (1966:25) advertisement is directed
towards a mass audience with the aim of
*)Penulis Korespondensi A-8-4Table 1. Visual Signs and Verbal Phrases in 4. Back- The representation
Dolce & Gabbana Millenialskin On-The- ground of cleanliness and
Glow Tinted Moisturizer Advertisement makes more stand
5. Earrings A jewelry with
gold color and it
looks luxury that
makes the model
6. Wavy Hair style that
hair looks fun and
7. The cute.
Emphasizing the
product cosmetic product
which makes the
Based on the color theory by Schumer, Sullivan eyelashes look
& Alexander (2008), all colors in the first more curved and
advertisement bring several meanings, they are: long. It uses black
1. Black is representation of power, color as a
elegance, and mystery.
2. Gold is representation of prestige In this advertisement, there are 4 verba phrases
and wisdom. that found using Leech’s theory:
3. White is representation of light and purity. 1. Make
Red is representasion of strength, desire, and Up
energy. It is the headline of the ads. It is an
impression to attract the reader’s attention. It
In this study, the writer analyzes visual sign by gives the target consumers information about
Saussure’s theory that explains signifier and the name of the product.
signified thath describes in the table below: 2. DOLCE & GABBANA
It is the signature line. It mentions a brand
Table 2. Visual Signs Based on Saussure name.
Theory 3.
No Theory of Ferdinand de Saussure #BEAQUEEN
. It is the signature line. It mentions a slogan.
Signifier Signified 4.DOLCEGABBANABEAUTY.COM
1. Woman Focuses on the It is the standing details. It obtains further
(the model’s face with information.
Model) natural makeup
After analyzing the advertisement using
2. Natural An impression
Saussure’s theory which about visual sign and
makeup with soft makeup
verbal phrases, the writer will analyze the
such pink blushes,
denotation and connotation using Barthes’
little bit contour,
theory, they are:
pink lipstick, and
1.
3. White Representing of Denotation
hoodie light and a. Woman (the
Represents casual
model) An adult
clothes with white female.
*)Penulis Korespondensi A-8-5b. The product’s web capital letter and bold that certainly their
A network address of a trademark, Dolce & Gabbana can be
product. c. Flawless makeup placed in the right proportion and can still
A combination of things to make someone be seen from a considerable distance. One
looks perfect or without any blemishes or of Dolce & Gabbana’s variant is
imperfections. MillennialSkin On- The-Glow Tinted
d. Moisturizer. The sentence uses black color
Headline with smaller size and capital word like
Emphasizing the Dolce & Gabbana which of course makes
message. e. Sub headline them harmonious. It is inspired by the
The advertisement part that explains the unstoppable Millennial lifestyle, which
main points of the ad that is important. requires beautiful and radiant skin.
f. Signature Moisturizer which is usually transparent
line white, is now further formulated in the
A mention of a brand presence of this product. MillennialSkin
name. g. Slogan On- The-Glow Tinted Moisturizer is a new
A short and striking variation of makeup. Moisturizer which
phrase. h. White background usually has a functions to moisturize and
The as a skincare, now developed into a
neutrality. i. makeup that has a function like a
Hairstyle foundation. Dolce
Styling hair to look neat and nice. & Gabbana MillennialSkin On-The-
2. Connotation Glow
A woman can be more stylish than a man. Tinted Moisturizer means a product that not only
Women can apply makeup on their faces, moisturize the skin but also provide the effect of
wearing head, ear, and hand accessories. bright and glowing as millennials want.
Women can wear skirts and clothes that are Moisturizer in this product aims to make the skin
so diverse compared to men. It does not look instantly brighter and creating a ‘soft-
mean that men can't do these things but it focus’ effect that blurs the appearance of
just that women can express themselves imperfections such as powers and as fine lines.
more. The Ads maker use a woman “Glow” means fresh, young and healthy looking
because this is a beauty product that skin. This formula is a perfect combination of
accentuates facial beauty with an chemical filter to protect the skin stay fresh even
additional moisturizer in appearance. On wearing makeup. This advertisement choose
the first advertisement, there is the word flawless makeup to be worn by models. Flawless
“Make Up” aims to improve the makeup itself is a combination of things to make
appearance of facial makeup by applying someone looks perfect or without any blemishes
cosmetics. It is the headline of the ad or imperfections. By applying moisturizer and
because it is the title by using a large font then applied with the contour of brown cheeks
and it in a top of other words. The font is that means stability and masculine qualities,
red so that when the reader see it, it will making the face look like there are more gaunt
immediately catch. Using the red color also shadows and the shape of the face more visible.
represents the strength that makes the ad
eye catching. Dolce & Gabbana uses black 2. Analysis of Visual Signs and Verbal
color for its letter that makes the brand Phrases Signs in Dolce & Gabbana
seem elegant and not excessive. With a Passioneyes Intense Volume Mascara.
*)Penulis Korespondensi A-8-6In analyzing the symbolic meaning, the writer Based on by Schumer, Sullivan & Alexander
begins with visual and verbal phrases by (2008), all of color in the second
Saussure’s theory in this second advertisement advertisement bring several meanings. They
below: are:
1.
Black
Black is representation of power,
elegance, and mystery.
2.
Gold
Gold is representation of wealth
and illumination.
3.
White
White is representation of goodness
and purity.
4.
Red
Figure 2. Red is representation of energy, passion
Visual Signs and Verbal Phrases in Dolce & and desire.
Gabbana Passioneyes Intense Volume Mascara In this study, the writer analyzes visual sign
Advertisement by Saussure’s theory that explains signifier
and signified that describes in the table below:
From the Dolce & Gabbana Millenialskin On-
The-Glow Tinted Moisturizer advertisement No Theory of Ferdinand de Saussure
above, it can be seen that there are 7 visual . Signifier Signified
signs and 4 verbal phrases found as described
in the following table: 1. Woman Focuses on the
(the model’s face with
Table 3. Visual Signs and Verbal Phrases in Model) natural makeup
Dolce & Gabbana Millenialskin On-The- 2. Natural An impression
Glow Tinted Moisturizer Advertisement makeup with soft makeup
such pink blushes,
Visual Signs little bit contour,
Color Object Verbal Phrases pink lipstick, and
1. Woman (the 3. White Representing of
model) hoodie light and
1. Make Up
2. Natural Represents casual
2. PASSIONEYES
makeup clothes with white
INTENSE
3. White 4. Back- The representation
Black VOLUME
hoodie ground of cleanliness and
Gold MASCARA
4. Background makes more stand
Red 3. DOLCE &
5. Earrings
White GABBANA
6. Wavy hair
4. #BEAQUEEN
7. The product
*)Penulis Korespondensi A-8-75. Earrings A jewelry with message. e. Sub headline
gold color and it The advertisement part that explains
looks luxury that the main points of the ad that is
makes the model important.
6. Wavy Hair style that f. Signature
hair looks fun and line
7. The cute.
Emphasizing the A mention of a brand
product cosmetic product name. g. Slogan
which makes the A short and striking
eyelashes look phrase. h. White
more curved and background
long. It uses black The
color as a neutrality. i.
Hairstyle
In this advertisement, there are 4 verbal phrases Styling hair to look neat and
that found using Leech’s theory: nice. j. Earrings
1. Make Up A jewelry on the
It is the headline of the ads. It is an impression ears. k. The product
to attract the reader’s attention. It gives the The object as the brand image.
target consumers information about the name 2. Connotation
of the product. After analyzing where the denotation is in
2. DOLCE & GABBANA the second advertisement, the writer
It is the signature line. It mentions a brand continues this analysis more deeply about
name. the meaning of the connotation by Barthes.
3. #BEAQUEEN Dolce & Gabbana Passioneyes Intense
It is the signature line. It mentions a slogan. Volume Mascara Advertisement uses a
woman as the model. The same meanings
After analyzing the advertisement using between advertisement 1 and 2 are
Saussure’s theory which about visual sign and already explain in the first advertisement.
verbal phrases, the writer will analyze the In a world of cosmetics, women are the
right people to be represented as models
denotation and connotation using Barthes’
because women's
theory, they are:
faces can indeed be more varied.
1. Denotation
Meanwhile, it does not mean only women
a. Woman (the
who can use cosmetics, just mostly a
model) An adult
women who use cosmetics in their daily
female.
lives. The model uses a white hoodie.
b. White
hoodie Hoodie itself is a clothing that we can meet
A casual clothes with white every day. This outfit is quite simple but if
color. c. Natural makeup you can combine it well, it can look
A combination of things with slight stylish. In this ad, hoodie is represented
and soft application. in a relaxed and free style but still looks
d. trendy. It is match with white color that
Headline looks clean and natural. Hoodie makes a
Emphasizing the less effortless appearance but is still cool.
The white color also adds to the impression
*)Penulis Korespondensi A-8-8of simplicity and purity. It also shows without any blemishes, making her
people who are full of optimism. In appearance so perfect. Even with the help of
addition to wearing a white hoodie, the makeup, the result looks very attractive.
model also combined her appearance with Women’s images represented in the
round gold earrings. These earrings are second advertisement are:
often called hoop earrings. Her appearance 1. Mysterious
wearing a casual hoodie mixed with The model wears the white hoodie covered
earrings made her looks elegant. These up her head. The white color itself has a
earrings are suitable for people who have symbol of kindness and sincerity. With
thin, oval, or facial faces who like to mess his head covered up, giving a mysterious
with faces. With the gold color, it adds a impression.
luxurious and expensive impression. She 2. Powerful
also breaks down her slightly wavy hair to With the use of mascara that is so fitting,
add sweet impression. Short hair add the the model has the appearance that are
look more cheerful and young. pleasing to the eye. It also has power with
its gaze pointing up, but still eye catching.
2. Symbolic Meaning Represent Women’s 3. Confident
Image The model has a short wavy hair. This
After going through Saussure and Barthes' reflects a woman who is so confident.
semiotic analysis and advertising by Leech, the Among most women who have and want
results of this study revealed these two long hair, this ad shows that even short hair
advertisements, each woman has variations remains charming.
women's beauty pictures according to each 4. Unique
person. Women’s images represented in the first The product has a black and gold design,
advertisement are: plus gold leaf ornaments. This product is
1. Strong very unique. Black itself has the symbol of
This advertisement shows how strong the energy and gold is sparkle. With the
model’s gaze. With a thick makeup contour, sparkle and energy that women have,
making this woman look more alive. It also making each woman unique and different
shows how powerful a woman faces her from the others.
everyday life. Leaving her weaknesses, 5. Leader
showing her might. The #BEAQUEEN slogan shows that the
2. woman is a queen in her daily life. Not
Natural only the queen with all her beauty, but also
In this advertisement, it shows the model's a leader. Not only men can be leaders, but
hair which is curly and unraveled and looks in this advertisement shows that women
slightlyslammed. It creates the impression of can also be leaders.
simple and natural.
3. 4. CONCLUSION
Elegant Elle is a lifestyle magazine of French
With the addition of the earrings, the model origin that focuses on fashion, beauty, health
looks expensive and elegant. Gold itself and entertainment. It was founded in 1945 by
shows a luxury looks match with pearl that Hélène Gordon-Lazareff and her husband, the
are so special and beautiful. writer Pierre Lazareff. Elle is one of the famous
4. Attractive magazine in the world, consist of 43
The model showed off her smooth face international editions in more than 60 countries.
*)Penulis Korespondensi A-8-9This magazine also includes many brands, one combines Barthes’ theory into this analysis.
of it is Dolce & Gabbana. Dolce & Gabbana After analyzing signifier and signified, the writer
(Italian pronunciation is an Italian luxury continued the analysis deeper and wider using
fashion house founded in 1985 in Legnano by the meaning of denotation and connotation.
Italian designers Domenico Dolce and Stefano Although this theory is also a development of
Gabbana. Dolce & Gabbana products in Elle the theory of Saussure, but Barthes's theory is
magazine on May 2020 edition are Dolce & also helpful. Both of these theories can help the
Gabbana Millenialskin On-The-Glow Tinted writer in analyzing advertisements well. From
Moisturizer and Dolce & Gabbana Passioneyes the visual signs and verbal phrases, the
Intense Volume Mascara. These two products symbolic meaning of each advertisement in Elle
have many symbolic meaning. The writer used Magazine is able to represent 9 women’s images.
semiotic theory by Ferdinand de Saussure and The 9 women’s images can be obtained after
Rolland Barthes, also structure of advertising by completing a visual signs and verbal phrases
Leech’s theory. analysis so both have a connection. The 9
After analyzing the semiotic signs of two women’s image in this magazine are strong,
products advertisement in Elle Magazine, the natural, elegant, attractive (Dolce & Gabbana
writer found that Dolce & Gabbana Millenialskin On-The-Glow Tinted Moisturizer
Millenialskin On-The-Glow Tinted Moisturizer Advertisement), mysterious, powerful,
and Dolce & Gabbana Passioneyes Intense confident, unique and a leader (Dolce &
Volume Mascara represented 22 signs that had Gabbana Passioneyes Intense Volume
symbolic meanings. There are 6 visual signs and Mascara).
5 verbal phrases found in Dolce & Gabbana
Millenialskin On-The-Glow Tinted Moisturizer References
Advertisement. In Dolce & Gabbana Aashish, P. (2019). What Is Advertising?
Passioneyes Intense Volume Mascara Examples, Objectives, & Importance.
Advertisement, there are 7 visual signs and 4 Retrieved on February 2, 2020, from
verbal phrases. 22 signs given in various views https://www.feedough.com/what-is-
and ways based on Ferdinand de Saussure and advertising-advertising-objectives-
Rolland Barthes have meaning related to examples- importance/
symbolic meaning in cosmetics advertisements Adam, A. (2017). Elle French
published by Elle Magazine. Visual signs are Fashion Magazine. In Encyclopedia
more dominant than verbal phrases. Based on Britannica. Retrieved on February 8,
this analysis, the writer found that seeing 2020, from
advertisement images could be easier and clearer https://www.britannica.com/topic/Elle-
to discuss and analyze images of women based French-fashionmagazine.
on the women's physique and the colors Barthes, R. (1968). Elements of Semiology. (1st
provided. The relation between visual signs and ed.). New York. Hilland Wang.
verbal phrases deliver an important and suitable Berger, A. (2000). Media and Communication
element that can make interpretation better. Research Methods (5th ed.). Michigan:
Furthermore, it will be easier to learn the SAGE Publications.
message conveyed by this advertisement. In Claire, M. (2009). Dolce & Gabbana launches
analyzing the meaning of symbols in these two make-up line. Retrieved on May 15, 2020
advertisements, the writer found that Saussure's from
theory of signifier and signified was not enough. https://www.marieclaire.co.uk/news/bea
It only explains and interprets an advertisement u ty-news/dolce-gabbana-launches-
through a concept. However, the writer also make- up-line-200576
*)Penulis Korespondensi A-8-10Eco, U. (1976).A Theory of Semiotics. Language, Unabridged. (Philip Babcock
Michigan: Indiana University Press. Gove, Merriam-Webster, Inc, Ed.).
Frolova, S. (2014). The Role of United States: Merriam-Webster.
Advertising in Promoting a Product.
Retrieved on April 7, 2020, from
https://www.theseus.fi/bitstream/handle/
10024/80777/Frolova_Svetlana.pdf
Hazel. (2020). Why Do Women Wear Make
Up?. Retrieved on April 10, 2020 from
https://www.thelovequeen.com/women-
wear-make/
Leech. G.N. (1966). English in Advertising.
London: Longman.
Peirce, C. (1955). Logic as Semiotic: The
theory of signs. Retrieved February 2,
2020,from
http://theory.theasintheas.org/wp-
content/uploads/2013/02/Peirce-C-S-
Logic- Semiotic.pdf
Robin, G. (2020). The Idea of Beauty is always
Shifting. Retrieved on February 8, 2020,
from
https://www.nationalgeographic.com/ma
gazine/2020/02/beauty-today-celebrates-
all-social-media-plays-a-role-feature/
Saussure, F. (1966). Course in General
Linguistics. New York: McGraw-Hill
Book Co.
Schumer, G., Sullivan, K., & Alexander, K.
(2008). Ideas for the Animated Short:
Finding and Building Stories. Britain:
Taylor & Francis.
Thompson, V. (2009). Influence of
Advertisement on Women & the Attitude
Toward Cosmetics. Retrieved on May 2,
2020 from
https://smallbusiness.chron.com/influenc
e-advertisement-women-attitude-toward-
cosmetics-69974.html
Quick, T. (2020). Advertising Evolution: How
Personalization Has Improved over Time.
Retrieved on 5 April, 2020, from
https://instapage.com/blog/evolution-of-
advertising
Webster, N. (1981). Webster's Third New
International Dictionary of the English
*)Penulis Korespondensi A-8-11You can also read
