Analisis Makna Representasi Perempuan Tangguh dalam Iklan Wardah “Brave Beauties #BergerakHidupkanHarapan” : Kajian Semiotika Roland Barthes

Abstract

This research originates from the growing use of women empowerment narratives in beauty campaigns in Indonesia. Through the Wardah “Brave Beauties #BergerakHidupkanHarapan” campaign, Wardah presents representations of women who are strong, courageous, and optimistic, making it relevant to examine how these meanings are constructed visually and verbally. The core issue of this study lies in understanding how the advertisement shapes the construction of modern womanhood and the extent to which empowerment messages function not only as marketing strategies but also as forms of social representation. This topic is important because beauty advertisements significantly influence public perceptions of women’s identities and roles in contemporary society.

This study employs Roland Barthes’ semiotic approach using a qualitative descriptive method. The analysis is carried out across three levels of meaning: denotation, connotation, and myth. The results indicate that, at the denotative level, the advertisement depicts women facing various life challenges. At the connotative level, it constructs meanings of emotional strength, independence, and hope. At the mythic level, the advertisement reinforces the image of modern women as inspiring figures and agents of change.