THE SEMIOTICS OF BEAUTY: AN ANALYSIS OF CULTURAL AND SOCIAL SEMIOTIC CODES IN BEAUTY ADVERTISEMENT

Abstract

This study explores the cultural and social semiotic codes embedded in contemporary beauty commercials and examines how these codes shape the interpretation and perception of beauty. For this purpose, two beauty video ads, the Lux beauty soap ad and the Golden Pearl Max Light Man Face Wash, were selected purposely from the YouTube platform. Utilising Charles Sanders Peirce's Theory of Signs (1991), the study identifies key codes such as skin colour, flawless appearance, dress norms, gender roles, commodification of beauty, celebrity endorsement, and shifting social values. The findings reveal that beauty is no longer a fixed, but a dynamic construct continuously negotiated, performed, and commoditised through advertisements. Traditional cultural codes are being redefined through semiotic shifts that align beauty with empowerment, success, and public recognition. The study concludes by highlighting the significant influence of advertising in forming and redefining modern standards of beauty in the sociocultural context of Pakistan.