The representation of self love in Dove Shampoo digital ads in 2022

Siti Afna Nazila, Firly Annisa

Abstract


This essay looks at how self-love is portrayed in Dove shampoo digital commercials in 2022. This study examines how Dove's advertising for self-love leverage the idea of self-love's commercialization in the media. This study also examines how the discourse on self-love includes representations of women. This study will explain how self-love obtains commodified in advertising and turned into a product. Roland Barthes' semiotic analysis qualitative research approach is used in this study to describe the myths found in the dove shampoo commercial. According to the study's findings, women are urged to use Dove shampoo as a means of expressing their love for themselves and as a means of achieving female emancipation.   

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DOI: https://doi.org/10.12928/sylection.v3i1.14005

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