BREAKING BOUNDARIES: WOMEN'S EMPOWERMENT IN SKINTIFIC'S INTERNATIONAL WOMEN'S DAY CAMPAIGN

Abstract

This study seeks to analyse the meaning of the advertising by employing Barthes' semiotic sign map and to elucidate the significance conveyed in the skintific advertisement version of "SKINTIFIC X FIMELA – International Women's Day 2024". This study employs qualitative methodologies to provide a detailed description of the research subject based on the observations and data collected. Furthermore, the objective of this strategy is to enhance the study process by offering a more precise depiction. The findings of this study suggest that the Wardah advertisement titled "I am the face of Indonesia" is a motivational advertisement that offers solutions to the issues experienced by numerous women in Indonesia, specifically addressing their lack of confidence. The advertisement aims to target Indonesian women who are potential consumers of the Wardah brand, as part of the "SKINTIFIC X FIMELA – International Women's Day 2024" campaign. This commercial possesses two interconnected and mutually reinforcing significances, specifically denotative significance and connotative significance. Advertisements use a variety of symbols to convey a concept that is then understood by the public and leads to the development of discussions about the commercial