MEANING OF BEAUTY: A CASE STUDY OF MISTINE ONLINE ADVERTISING

Abstract

The objectives of this qualitative research are to study the interpretation of beauty, compare the development of the definition of beauty, and understand changes in beauty communication that appear in Mistine's advertisements in each era. This research studies the online advertisements aired on the YouTube channel between May 13, 2015 and March 1, 2023 comprising a total of 9 pieces. The emphasis of the study revolves around analyzing these advertisements in line with established guidelines and theories to elucidate the concept and myth of beauty in advertisements. The researcher aims to explore the interpretation of beauty by conducting a textual analysis and documenting the findings in a coding sheet. The findings reveal two sections: 1) A meaning of beauty in Mistine's advertisements, focusing on four aspects—theme, storyline, scene and the physical attributes of the presenters or main actors. 2) Comparative analysis of beauty meaning construction across three dimensions: beauty, social, and cosmetic brand (Mistine). Results were that the Mistine advertisements exhibit a dual-phase categorization: the period from 2015 - 2020 predominantly portrays beauty as a standard, since after 2021 onwards Mistine's advertisements communicated beauty that either challenges prevalent myths or presents unconventional ideals that deviate from societal beauty norms.