Main Article Content
This study was aimed at analyzing semiotic denotation of youthful beauty discourse in advertisements representing anti-aging products and analyzing semiotic decoding model of middle-aged women towards the advertising representations. In this qualitative research, there were two main data sources to be studied: the textual analysis of 16 screenplays of anti-aging products for women and the in-depth interviews of 30 middle-aged women viewing those advertisement videos. The result revealed that all of the female ant-aging product advertisements constructed denotation of beauty for the middle-aged women by a combination of non-verbal and verbal components. The constructed denotation of beauty of middle-aged women was youthful wrinkleless beauty because a wrinkle was a signifier of growing age, thus a signified of no beauty which became a meaningful problem facing all women in their middle ages. Moreover, the interviews showed that all of the participants decoded the message of the advertisement in a reading model of negotiated position as they were all able to interpret the meaning precisely the way the encoder intended, but were not willing to accept all the message.