This study discusses to understand the connotation meaning behind the slogan of Maybelline’s advertisements as well as the effect in changing the perspective of a person (especially women) on the meaning of beauty itself by looking at the signs, meanings, and ideology contained in Maybelline's advertisement.
This research analyzed using descriptive qualitative approach with Roland Barthes's semiotic analysis method. It aims to describe the meaning of denotative and connotative that contained in Maybelline’s advertisements. This research shows eight Maybelline’s advertisements that released in various years: 1950, 1951, 1956, 1960, 1978, 1982, and 1984. These Maybelline advertisements have a system that supported by the objects, the context and text that contribute to the meanings of denotative and connotative stage of the products.
And finally, referring to the ideological values contained in the advertisements, it is found a form of advertising persuasion, to manipulate the readers in the hope that Maybelline products can be embedded in the minds and hearts of large community

SI21073

SKR BSI 21073

Perpustakaan FAH (Skripsi BSI)

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