Representasi Kecantikan dalam Iklan Kosmetik The Face Shop

Beauty often described as a female quality. Different from other cosmetic commercials who used female as their star, The Face Shop cosmetic product from South Korea used male artist as their product endorser. The researcher interested in reading the representation of beauty in The Face Shop product commercial with semiotics method and the theory of Representation from Stuart Hall. The analysis was conducted by putting physical elements from the commercial to John Fiske’s level of analysis. Hence, the researcher found that beauty arouse from the use of natural‐ingredient‐based cosmetic, beauty has the quality of white, soft, dan clean.
Beauty is no longer a taboo for male species, but still, identical with female, or feminine side.