<![CDATA[Advertising is one of the communication media used by manufacturers to convey information or messages about products, services, or brand image to consumers. The development of digital media has led to the increasing use of video advertisements across various channels—including YouTube—as a means of reaching a wider audience. Lifebuoy is one brand that utilizes the YouTube platform to convey messages about hygiene and skin health to its consumers. This study aims to identify, analyze, and describe the meanings conveyed in Lifebuoy liquid soap advertisements on YouTube using Roland Barthes’s semiotic analysis approach. This study employs a qualitative method with a descriptive approach. The results show that the denotative meaning in Lifebuoy liquid soap advertisements presents representations of activities and skin issues related to hygiene and health in daily life. At the connotative level, the signs displayed in the advertisements not only depict the soap’s function as a cleaning agent but also construct an understanding of soap as a symbol of protection, care, and efforts to maintain skin health. Meanwhile, at the mythical level, a construction of meaning was found regarding the concept of cleanliness, which is positioned as a symbol of health, safety, and protection for individuals.]]>
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