REPRESENTASI RAMBUT INDAH PADA IKLAN SHAMPOO PANTENE DI INSTAGRAM @PANTENE_DEU

Abstract

Pantene shampoo advertisenent published on Pantene’s Deutschland official Instagram account. The research method used in this research in qualitative research method. This research uses Roland Barthe’s Semiotics theory to reveal the denotatif meaning and connotative meaning that related to beautiful hair    offered by Pantene. The data in this research are in the form of word, phrases, setences in Pantene advertisments that refer to the concept of ‘beautiful hair’. Based on the analysisi that has been carried out on Pantene advertisements, it is found that the representation of beuty hair is healthy and well-groomed hair which later can make person more confident, make pshychological better, and feel more attractive.