The Meaning Of Women'S Beauty In Garnier Pure Arabic Advertisements (Roland Barthes’s Semiotic Analysis)

Abstract

This study aims to discover the signifier of beauty and representation of beauty in Garnier Pure Arabic advertisements and to reveal the beauty myths of Arab women in ads based on the perspective of Roland Barthes' Semiotics. This study is descriptive qualitative research. The primary data are from Garnier Pure Arabic advertisements. Researchers used observation and documentation techniques to collect data, and then the data analysis consisted of 2 steps. The study found that the definition of beauty is; 1) beauty is having smooth skin, not oily and without acne; 2) beauty is having a bright and shining face; 3) oily and acne-prone facial skin is ugly and must be changed. This meaning refers to the myth that physical beauty is part of the perfection of Arabic women inclined towards physical beauty, not other factors.