The representation of millennials and the ideologies in MSGLOW skincare advertisement

Abstract

Representations and ideologies in advertisements build concepts and ideas in a symbolic form that can be interpreted. This study discussed the representation of millennials and ideologies in MSGLOW skincare advertisements. This study aimed to reveal the representation and ideology of MSGLOW's advertisement entitled ‘MS Glow x Keanu – Cakep itu Nasib, Good Looking itu Pilihan!’? The research model used in this research is descriptive qualitative and applied semiotics by examining the elements contained in MSGLOW advertisements. This study applied Roland Barthes's (1972) order of meaning theory, which focuses on the first order of meaning (denotation), the second order of meaning (connotation), and the third order of meaning (myth) on visual elements (models, settings and properties, frames, camera angle, and color saturation). The concept represented in the MSGLOW ad is mainly related to the millennial trend that is glowing and good-looking, as well as becoming famous like a social media celebrity. Then, the ideologies behind the representation are commercialism and popularity. The selection of a model that uses a social media celebrity, namely Keanu, although not from women, can attract millennials with his popularity. Commercialism is reflected in the scenes where the model can overcome facial and body skin problems using MSGLOW skincare products.