An Analysis of Make Over Advertisement “Discover the Unseen Power: Unbreakable” On Youtube: Study of Semiotic Roland Barthes
DOI:
https://doi.org/10.35516/Hum.2026.10915Keywords:
Advertisement, Storytelling, Semiotics, Roland Barthes, Audio, Visual, Narration.Abstract
Objectives: This study aims to analyze the semiotic signs in Make Over's advertisement "Discover the Unseen Power: Unbreakable" on Youtube. This study focuses on how the advertisement conveys the message of women's empowerment which is packaged through storytelling components such as audio, visual, and narrative. These storytelling components are interpreted using Roland Barthes' semiotic theory.
Methods: This study uses a qualitative approach with an interpretive paradigm. Data collection is using document analysis of several scenes in the advertisement "Discover the Unseen Power: Unbreakable", then the advertisement scenes are analyzed using Roland Barthes' semiotic framework, namely denotation, connotation, and myth. The validity of the data used in this study is triangulation and credibility testing.
Results: The results of this study reveal that the advertisement effectively combines storytelling elements such as audio, visuals, and narrative to convey meaning about women's strength and self-acceptance. The scenes in the advertisement contain semiotic signs that reflect the journey towards self-confidence. This is communicated through visuals and dialogues that contain how the woman can be empowered.
Conclusions: The advertisement not only functions as a marketing tool, but also functions as a medium to realize the message of women’s empowerment. This advertisement is using Roland Barthes’ semiotics to reveal the myths and social constructions surrounding beauty by encouraging women to love their uniqueness and accept their own beauty. The message of empowerment is conveyed through the use of models with unique characteristics and confident expressions to show the positive impact of using Make Over products.
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