A semiotic study on lipstick L’oreal Paris product poster advertisement

Beauty products advertisements concern the scholars because they use term women empowerment only to increase their profit without caring what happen struggle defend own rights in society. The third-wave feminism which more closely define beauty diversity make worried that this will misinterpret prioritize male gaze rather than empowerment. For reason, research aims investigate stereotype of and how were presented L’Oreal Paris lipstick advertised instagram. This applies socio-pragmatic approach semiotics study social from Kress van Leeuwen pragmatism perspective Peirce. data collected @lorealparis instagram posts related on products. chosen purposively analyzed using four steps Bezemer Jewitt: collecting logging, viewing, sampling, transcribing analyzing. result shows icon, index symbol represent stereotypically as professional women, sexually powerful, object makes them looks equal confidence regardless skin color body size. also product advertisement has empowered attractiveness power conquer obstacles injustice.Keywords: semiotic, poster, L'Oreal products, empowermentBeauty