Representasi "Kecantikan" pada Iklan Clear "Soft and Shiny Hair Model"

Visual culture spread throughout the community life of the joints. Its unique cause of visual culture are widely used in advertising to convey messages in various products of goods and services, so ads become an alternative to transmit the new culture to the public. Similarly, the ad "Clear Soft and Shiny Hair Model" which uses images that have meanings connected with the cultural and social reality. Ad "Clear Soft and Shiny Hair Model" is interesting to study, because in addition to using different models in magazines and billboards Chic, it represents beauty and femininity in using Indonesian women or just use the local women. Advertising research is different from previous research that uses ads with female models indo. In addition, the layout and makeup strategies Chic magazine and billboard media are very different, including the use of models. This research focuses on analyzing the visual image itself with a knife of semiotic analysis of Roland Barthes. How to analyze the composition lies in the visual image, the aspect of culture that is closely related to people's lives. Semiotics is used to discover aspects of the model denotation and connotation of a description of the culture and local wisdom related to beauty, and femininity. Signal analysis is used to describe the beauty and femininity, as well as strategies used in Chic magazine and billboard media