Representations of diversity in L'Oréal Paris advertisements in Europe and Asia

Azhar, Muhammad Fauzan and Fitriyah, Ulil (2024) Representations of diversity in L'Oréal Paris advertisements in Europe and Asia. Journal of Literature, Linguistics, and Cultural Studies, 3 (2). pp. 305-321. ISSN 2986-9552

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Abstract

Asia and Europe have different views on beauty standards. In Asia, fair skin is commonly idealized, while Europe tends to value diverse skin tones and natural features. This study analyzes the diversity presented in L'Oréal Paris beauty advertisements in both regions. Advertisements from the L'Oréal Groupe YouTube channel represents Europe, while L'Oréal Paris Singapore, Malaysia, and India represent Asia. Using comparative research and Barthes' semiotic theory, this study examines how diversity is portrayed across these advertisements. Elements such as ethnicity, gender, age, and beauty concepts are analyzed to understand how each region communicates its beauty messages. Findings show that both Asian and European L'Oréal Paris advertisements predominantly feature women but highlight different thematic focuses. Asian advertisements place stronger emphasis on women's empowerment, symbolizing progress and reflecting evolving female roles within societies that may still uphold traditional gender ideologies. In contrast, European advertisements emphasize diversity and inclusivity, showcasing a wide range of backgrounds, appearances, and personalities. This comparison reveals how cultural contexts shape the representation of beauty and identity in global advertising among models.

Item Type:	Journal Article
Keywords:	advertisment; diversity; L'Oréal Paris; semiotic
Subjects:	20 LANGUAGE, COMMUNICATION AND CULTURE > 2003 Language Studies > 200302 English Language
Divisions:	Faculty of Humanities > Department of English Language and Letters
Depositing User:	Ulil Fitriyah
Date Deposited:	31 Dec 2025 09:01

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