The Portrayal of Women in Persuasive Advertisement: Semiotic Analysis of Deeja Cosmetic TV Commercial

The purpose of advertising is to effectively promote items or services so that people will buy them. Repetition viewing the advertisement for desired product strengthens purchasing habits. However, advertisements frequently contain sexual and objectification women. This study aims analyse ethical decision-making occurs due information presented using micro macro text beauty commercials. Thus, this employs a social semiotics model comprehend emotional strategies contentious images by examining process, effects, consequence judgment; they function as mechanisms propagating specific culture values. Despite several past research studies attempting discover products' ideology semiotic analysis, no significant progress has been made explore on local products. Therefore, analysis be used obtain data, it most effective way comprehending how meaning produced in text. exclusively focuses Deeja Cosmetic employ female portrayal creative advertisers utilise persuade control their customers. From women were inferiorly relative personalities roles. At same time, findings indicate portray an object desire audience brand recall. Keywords: Advertisement, ethics, objectification, sex appeal, figure.