A Semiotic Analysis in Wardah Cosmetic Advertisement Strategy

This research aims to reveal the hidden meaning behind the color choices in 5 Wardah cosmetic advertisements, using qualitative analysis research methods. These colors have symbolic meanings related to the image of modern Muslim women, active and urban women. For example, blue and white symbolize calm and purity, while red and green symbolize energy and nature. Wardah's advertisements also prioritize positive values such as courage, self-confidence, contribution, and self-acceptance. Semiotic analysis has important implications for Wardah. From a marketing perspective, this analysis helps Wardah understand the needs of various consumer segments. This allows Wardah to design more effective marketing strategies and reach a wider target market. This research shows Wardah's efforts to build a modern, inclusive, aspirational, and trustworthy brand image from a branding perspective. This can be seen from the ideal model, luxurious packaging, and attractive tagline. In conclusion, Wardah's advertising semiotics are effective marketing and branding strategies to reach consumers and build a positive brand image. Wardah sells beauty products and has positive values and ideals for women.