MAKNA CANTIK IKLAN KOSMETIK
(ANALISIS SEMIOTIKA CHARLES S. PEIRCE PADA IKLAN WARDAH KOSMETIK VERSI KISAH RAMADHAN 2019#SELALUBERSYUKUR)
Abstract
Wardah cosmetics ad version "Story of Ramadhan 2019 Always Grateful" is an advertisement issued by Wardah in 2019. This ad displays the figure of a veiled woman, wearing closed clothing and not displaying curves, showing the message that by using cosmetics Wardah, an Islamic woman can look beautiful but do not violate religion. At the launch of the #selalubers grateful campaign, Wardah presented Dewi Sandra and Natasha Rizky as Wardah's brand ambassador, who wore closed clothes, and wore a hijab, always appearing with confidence and care for others. That is the typical beauty of veiled women featured in the ad. Wardah calls it beauty that inspires. In this research, Charles Sanders Peirce's semiotics consists of signs, objects and interpretants. Peirce sees the sign (representament) as an inseparable part of the object of reference and the subject's understanding of the sign (interpretant). Peirce's triadic model (representamen + object + interpretant = sign) shows the great role of the subject in the process of language transformation. This study uses qualitative research methods, qualitative research methods with semiotic analysis methods. The results of research on the beautiful meaning of cosmetics advertising (Charles S. Peirce's semiotic analysis of the Wardah cosmetics ad version of the Ramadhan 2020 story # always thankful) namely (1) the beautiful meaning of cosmetics wardah seen from the sign that the physical beauty of women depicted by the appearance of the face of Dewi Sandra and Natasha Riski, who is pure white, free of pimples, sharp nose, beautiful eyes, and thin lips and has a socially caring soul that is grateful to God. The appearance of the advertisement model is wrapped with the use of clothes and also the stylish hijab and the use of cosmetics which can be the inspiration for make up to welcome the Eid. (2) the meaning of beautiful Wardah cosmetics ad seen from the object if the Wardah cosmetics ad version of the 2019 Ramadhan story # always shows that hijab in the fashion world for Muslim women is a must and the beauty obtained is a favor given by God. (3) Beautiful Meanings Wardah Cosmetics Ads seen from the Interpretation show about the physical beauty of women, beautiful women are women with clean white face characters who have a sense of social care and full of gratitude for the blessings given by God.
