REPRESENTATION OF WOMEN IN SHAMPOO ADVERTISEMENTS
Novitasari Siagian·Vivi Novalia Sitinjak·Charli Marbun·Grace Shinta Wulandari Siregar·Esterlita Mandalahi
ABSTRACT This study examines the representation of women in shampoo advertisements through a semiotic analysis of three popular brands: Sunsilk, Clear, and Pantene. Drawing on Roland Barthes’ framework, the research analyzes denotative, connotative, and ideological meanings embedded in the visual and verbal elements of the advertisements. The findings show that all three brands consistently portray women with idealized hair, which is healthy, shiny, strong, and problem-free, positioning hair as