Decoding the myth of luxury in cosmetics herbal products advertisements
Journal: RUDN Journal of Studies in Literature and Journalism (Vol.28, No. 1)Publication Date: 2023-04-11
Authors : Sharmila Kayal; Ruma Saha;
Page : 175-186
Keywords : beauty myth; Indian beliefs; Roland Barthes; mythology theory;
Abstract
The study begins with a perilous standpoint of lovely images (female/male/child) in the mass media being regularly developed a formulaic typecasting concept of beauty. Quite a few feminine beauty myths have been grown in India during the contemporary times. The rise of cosmetic herbal advertisements portraying regressive images of womanly beauty to endorse products. Cosmetics perception of herbal integration is observed in respect to beauty myths portrayed by the media. The authors examine the structures of beauty myths of cosmetic herbals in India and their fundamental features. This is because of deep rooted androcentric dogma which portrays and objectifies the certain gender (especially women). Media vehemently disseminates much distorted concept of “beauty”. Brand changes their entire appearance with varied makeup products. There are evidently many products are available in the market which promises to bring a change in color/look/appearance altogether which is not always true but the study argues that the narratives of these cosmetic herbal products is creating an illusion. Roland Barthes's theory of mythology has been taken into consideration to understand the luxury of myth, and attributes of misleading information of media content. The study further directs to assimilate the perception of the consumers along with the semiology in depicting the beauty myth. There is a huge gap between women in reality and representative women in the mass media. It is very crucial to have a balanced perception of perceived images presented or drive by the mass media.
Other Latest Articles
- VR-mediated storytelling of experience in destination branding: hybrid 4D transformations
- Corporate training for developing social media literacy skills: personalized approach
- Literary studies of political caricature: a quantitative analysis of publications indexed in the Scopus
- Conspiracy as ARG: media and game essence of QAnon
- The passion to the human - and other neurochallenges of modern communication: an interview with Professor Julien Intartaglia
Last modified: 2023-04-11 08:14:17