A SEMIOTIC ANALYSIS OF ROLAND BARTHES ON MS GLOW BEAUTY ADVERTISEMENT ON YOUTUBE

This study was about analyzing semiotic of Roland Barthes on MS Glow Beauty
Advertisement on YouTube. The objectives of this study were to find out the
denotative and connotative meaning also the myths‟ representation used by MS
Glow throughout the classification of signifier and signified. The method that used
in this study was descriptive qualitative method. The data was about 16
screenshots had been captured consist among visual and verbal signs which taken
from the 3 sources data that contained in MS Glow Beauty advertisement on
YouTube. The findings showed a number of visual signs and verbal signs had
balanced where visual signs for picture had 14 sign and visual signs for text in
picture had 13 sign, while the verbal signs with tag line consists 11 sign and
verbal signs with dialogue consists 16 sign. Both of visual signs and verbal signs
conveyed denotative meaning that realized by visual signs as picture or text in
picture, verbal signs as tag line or dialogue. Meanwhile connotative meaning
realized as giving meaning for every single sign. And the myths‟ representation
for advertisements were belief of beauty was belonging to women who have white
skin only not for dark skin and it was also occurred for men. The implication of
this study to give understanding of semiotic approach focused on advertisement.