REPRESENTASI TEMAN TULI DALAM IKLAN POND’S BRIGHT BEAUTY SERUM “WAJAHMUKEKUATANMU” DI MEDIA YOUTUBE (Analisis Semiotika Charles Sanders Peirce)

Along with the development of the world of advertising, a display of advertisement is increasingly diverse and creative. Advertisements are packaged in such a way as to create brand awareness where the advertised product can be on the top of mind of the target audience. Models in advertisements for beauty products are generally celebrities or famous people who have beauty or good looks and thus attract attention of audience. However, beauty advertising products, one of which is Pond's Bright Beauty Serum advertisement, uses a deaf friend as a model. The purpose of this study was to identify, analyze and explain the representation of deaf friends as advertising models using semiotic analysis of the meaning of verbal and non-verbal messages in Pond's Bright Beauty Serum “Wajahmu Kekuatanmu” advertisement. This study uses qualitative methods with Charles Sanders Peirce's semiotic analysis. The results of the study show that the representation of a deaf friend in advertisements for beauty products is a new ideology regarding beauty. Real beauty is when a woman is able to master herself and control her emotions, able to find the meaning of her beauty, has self-confidence, dares to be herself, loves the authenticity within, and is firm in her convictions.