| abstract |
| Background Cosmetic advertisements function as semiotic systems that visually reproduce gender norms and aesthetic ideals, extending beyond their role in merely promoting consumption. This study aims to examine the visual elements in advertisements for domestic and international genderless cosmetic brands through a semiotic lens, thereby exploring how such advertisements operate as cultural discourses that reflect the ideological structures of gender and beauty in contemporary society.
Methods This study analyzed advertisements from six domestic and international cosmetic brands presented in previous research on genderless marketing trends, focusing on materials published between 2017 and 2020. Based on the visual semiotic framework developed by Park Gil-soon and Park Soo-jin (2006), Roland Barthes’ semiotic theory was applied to examine both the first-order meaning (signifier- signified) and second-order meaning (myth). Through this approach, the visual construction of gender representation and its process of meaning production were analyzed from an ideological perspective.
Result The analysis revealed that the advertisements did not conform to traditional gender roles or fixed identities, but instead expressed gender fluidity and inclusivity through visual and verbal signs. This semiotic construction was found to create a new myth of “genderlessness,” functioning as a symbolic code that reflects contemporary sociocultural values and Genderless advertisements expand the scope of gender expression by presenting fluid and inclusive representations of identity.
Conclusion Genderless advertisements expand the scope of gender representation through fluid and inclusive imagery, forming a visual discourse that reflects societal perceptions of gender neutrality and diversity. Although legal restrictions on advertising limited the analysis of linguistic signs, a semiotic interpretation centered on visual elements alone was sufficient to illuminate the ideological construction of gender expression and its connection to brand strategy. The genderless concept serves as a strategic asset for building a distinct brand identity, suggesting the need for further in-depth exploration of gender representations in future advertising discourse. |
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| Key Words |
| 화장품 광고, 젠더리스, 기호학, Cosmetic advertisement, Genderless, Semiotics |
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