THE REPRESENTATION OF BEAUTY INCLUSIVITY IN DOVE’S U.S. “SELF-ESTEEM PROJECT” ADVERTISEMENTS: A SEMIOTIC STUDY

Abstract

This study examines how Dove US’s “Self-Esteem Project” campaign redefines beauty through visual and verbal signs in seven advertisements released between 2019 and 2024. The objective is to reveal denotative and connotative meanings and explain how myths are constructed to challenge dominant beauty ideologies. A qualitative descriptive approach was applied using Roland Barthes’s semiotic theory of denotation, connotation, and myth. Data were collected from seven advertisements available on YouTube and Dove’s official website, focusing on layered meanings in texts and visuals to identify how beauty is socially constructed. The findings show that Dove promotes inclusivity by portraying diverse body types, ethnicities, gender identities, elderly women, and people with disabilities. Denotative and connotative meanings work together to redefine beauty as authentic and emotionally resonant, breaking away from ideals of perfection. These meanings also produce counter-myths that frame beauty as fluid, diverse, and rooted in self-esteem. This study contributes to media and cultural studies, particularly advertising, semiotics, and gender studies, and provides insights for academics and practitioners promoting inclusive media practices. The originality lies in demonstrating how advertisements function not only as marketing tools but also as cultural interventions that destabilize consumerist and exclusionary ideals, advancing discussions on representation and inclusivity.