Counter hegemony of beauty concept by The Body Shop Instagram ad: A semiotic analysis

<p>Western beauty standards have dominated the perception of Indonesians for so long. It is mentioned that beautiful women should smooth white skin, pointy noses, tall bodies, and straight hair. This view has also been guideline product manufacturers in producing advertising their cosmetics. Therefore, conventional cosmetics models are usually skinned wide eyes, study aims to describe how The Body Shop tries fight against hegemony concept before, which called counter hegemony. research a descriptive qualitative using Charles Sanders Pierce's semiotic analysis method, focuses on sign (representant), meaning (interpretant), object. based six photos narrations aired Instagram @thebodyshopindo October 9, 2021. results showed countered dominant by displaying signs resistance form firm narrative means inviting always believe. themselves with natural beauty, not pursuing flawless skin. object female model dark slim, smooth.</p><p> </p><p> </p>